“Find things that you’re passionate about and go and work on those.”
In this episode, Michael Fox shares the story behind Fable and the journey that brought him to the world of mushrooms, food innovation, and purpose-driven business. We talk about entrepreneurship, the lessons he’s learnt across his three startups, failure, changing your mind as you learn, and how life experiences can quietly reshape what you care about and the work you want to do. We also talk about burnout, family, nature, gratitude, and what he values now.
Episode highlights
Michael’s upbringing across small mining towns in Australia and the entrepreneurial instinct that showed up early
The lessons he’s learnt across three startups and how each business shaped the next
Failure, burnout, and what it takes to start again
How his father’s cancer diagnosis changed the way he thought about food, health, and the wider food system
Why changing your mind as you learn can be a strength
The story behind Fable and why mushrooms became the foundation of the business
What makes shiitake mushrooms so interesting from a flavour, nutrition, and processing perspective
The difference between mushrooms and mycelium, and why that matters
Michael’s thoughts on fibre, vitamin D, protein, and the health potential of mushrooms
Raising money again and building with more discipline the second time around
Family life, nature, gratitude, and what matters most to him now
Chapters
00:01:56 Michael introduces Fable and explains the company’s mushroom-based product
00:02:49 Growing up in Australia and early entrepreneurial instincts
00:05:17 What a bountiful life means to Michael
00:05:40 Advice for his 25-year-old self
00:06:10 Why passion for the product matters in business
00:07:01 His three startups and lessons from building consumer businesses
00:08:33 The original idea behind Shoes of Prey and what it taught him
00:13:27 Burnout, stress, and perspective during difficult seasons
00:15:43 How food, health, ethics, and the environment reshaped his thinking
00:18:02 Changing your mind as you learn
00:19:07 Why trying to convert people did not work, and what does
00:24:29 Why mushrooms
00:28:00 Shiitake stems, supply chains, and how Fable thinks about production
00:31:45 Mycelium vs mushrooms
00:36:13 Fibre, protein, calories, and vitamin D
00:40:16 Mushroom foraging tours and the Zac Efron Netflix feature
00:42:43 Fable’s restaurant and meal kit partnerships
00:44:11 Building a business that feels more aligned
00:45:39 Product-market fit, raising less capital, and building differently
00:48:05 Raising money and starting again after failure
00:52:40 Moving from the Sunshine Coast to Brooklyn
00:55:28 Nature, city life, and staying connected to what matters
Guest bio
Michael Fox is the co-founder of Fable, a food company creating mushroom-based products designed to help people eat less meat. Before starting Fable, he built earlier consumer businesses including Shoes of Prey and Sneaking Duck. In this conversation, he shares what those experiences taught him about entrepreneurship, customers, product-market fit, and starting again. Michael grew up in Australia, studied at the University of Queensland, and now lives in Brooklyn, where he moved to help grow Fable in the US market.
https://www.fablefood.co/
linkedin.com/in/michaelfox1
About the Bountifull Podcast
The Bountifull Podcast explores what it means to live a bountiful life through conversations on personal growth, happiness, emotional wellbeing, resilience, health, creativity, and meaningful work. Hosted by Sian Simpson, each episode features interesting people from diverse backgrounds sharing real stories, practical insights, and life lessons to help us live with more joy, purpose, and connection.
https://bountifullworld.com/