The startup behind Shark Tank’s seaweed-based bacon
Fans of “Shark Tank” probably recall the 2022 episode with Umaro Foods, a Berkeley company that makes vegan bacon out of seaweed. Investor Robert Herjavec put a slice of the product in his mouth and promptly spit it out – not into a napkin, just on his plate – with a loud “ugh.”
Beth Zotter, CEO of Umaro, recalls dying on the inside at that moment. “Oh yeah — but I don’t think it showed up in my expression,” she says.
Zotter wound up having the last laugh on “Shark Tank.” Mark Cuban liked the plant-based bacon and plopped down a $1 million investment in Umaro, which Zotter co-founded with plant biologist Amanda Stiles in 2019. By 2024, the company was gross-margin positive with $1 million in annual-recurring revenue. Today, you can find its applewood bacon in Whole Foods stores across California. Even the NBA’s Chris Paul, a vegan, is now an investor.
Seaweed might not be the first thing you think about sidling up on a plate with fried eggs and hash browns. But it’s high in protein, one of fastest-growing plants on earth and requires no land, fresh water or fertilizer. As the world’s food-supply chain gets ever-more stressed – a result of climate change, population growth, unpopular tariffs and the like – it’s being seen as a viable future food, in the vein of cell-cultured meat and cricket flour.