Michael grew up as a meat loving Australian. In 2015 he became vegetarian for health, environmental and ethical reasons. After a 10 year stint riding the startup rollercoaster as Co-Founder and CEO of fashion tech startup Shoes of Prey, in 2019 Michael co-founded Fable Food Co to help people reduce their meat consumption. Teaming up with a Chef/Mushroom Scientist and a Mushroom Farmer, Michael and the team at Fable develop delicious meaty food made from mushrooms and all natural, minimally processed plant based ingredients. Launching in December 2019 in partnership with the 3 Michelin Star British chef Heston Blumenthal, Fable products are now available in Australia, the UK and Singapore at over 250 restaurants and cafes, 1,700 retail stores and through the meal kit subscription company Marley Spoon.