Growing up in Hawaii gave Matt a strong passion for sustainability and the planet. After learning more about the meat industry’s damaging carbon footprint, Matt decided to take matters into his own hands. Partnering with Michelin-starred Chef Thomas Bowman, Matt launched a line of delicious, mushroom-based jerky that is available in savory flavors like Korean BBQ or Sweet n Spicy. Each batch is 100% soy and gluten-free and uses real, non-GMO ingredients.
Recently, we caught up with Matt to learn more about his journey and hear his advice for fellow entrepreneurs.
1. Why did you start Moku Foods?
My inspiration for starting Moku came after reading an article in the LA Times that said it takes 660 gallons of water to make just one quarter-pound burger. That blew my mind and led me down a deep path of research into animal agriculture and how the cattle industry is destroying our planet. After learning how large of an industry the beef jerky and meat snacks market was in the United States, I decided to create my own jerky made from king oyster mushrooms.
2. What obstacles did you face along the way?
I faced a lot of challenges and hurdles along the way. Once I developed the perfect benchtop recipe of Moku in a kitchen, I tried producing the jerky at three different manufacturing facilities before finding one that would be a long-term fit. One of them even tried stealing the company from me.
Another challenge with a product like Moku is that a lot of education and sampling is needed before customers can become obsessed with the product. At the end of the day, mushroom jerky is still a new concept, so education around mushrooms and allowing people to sample the product in stores has been crucial in giving consumers the trust and confidence to purchase Moku again and again.
3. What lessons do you have for other entrepreneurs?
Give yourself time and have serious patience. Wins can take longer than expected, so give yourself the proper time for milestones to hit. Another lesson is not to compare yourself or your brand to other brands. We’re all on our own unique timelines and paths, so it’s important to trust that the right people and opportunities will come in their own time.
4. What’s on the horizon for Moku Foods?
Moku is in the process of creating a line of frozen mushrooms to make it easier for people to cook mushrooms at home. We will have different varieties of mushrooms as well as a unique sauce packet inside the bag for a variety of flavors and textures. We will also be bringing two new flavors of our jerky into retail stores in 2025—Maui Onion and Lemon Pepper.
5. How do you keep work/life balance? What drives/inspires you?
I make sure to incorporate balance into my routine by kicking off my morning with meditation and exercise before starting my workday. After I’m done working, I also try to include some type of play in my day to ensure I don’t take life too seriously. Regarding the business, I make sure not to tie myself emotionally to any outcomes and just trust that whatever happens is the best-case scenario, even if there are lessons and areas to improve on.
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