Speaker A
Next up is a modern version of a favorite food.
Entrepreneurs pitch innovative plant-based deli meats on Shark Tank, aiming to revolutionize vegan deli options with authentic flavors.
Key Takeaways
- Plant-based deli meats can authentically replicate traditional flavors using innovative ingredients.
- Personal stories and heritage can strongly support brand identity and product authenticity.
- The plant-based food market is rapidly growing and attracting significant investor interest.
- Effective pitching includes clear valuation rationale and demonstrating early sales traction.
- Vegan alternatives are expanding beyond burgers to classic deli and comfort foods.
Summary
- Mrs. Jenny Goldfarb pitches Unreal Deli, a vegan deli meat brand replicating classic New York deli flavors using plant-based ingredients.
- She seeks $100,000 for 10% equity to expand distribution into grocery stores and restaurants worldwide.
- Goldfarb shares her personal journey from New York to Los Angeles and her transition to veganism after witnessing animal cruelty.
- Her product is low-carb, low-fat, protein-packed, and made from clean, plant-based ingredients like beets, chickpeas, and tomatoes.
- The pitch highlights the brand’s heritage, inspired by her great-grandfather’s deli legacy and authentic deli recipes.
- Sales and early traction include $2,000 in first 24 hours online and upcoming placement in 30+ chain restaurants.
- Negotiations with Sharks focus on valuation, equity, and market potential in the booming plant-based food sector.
- The video also introduces another plant-based food pitch from entrepreneurs Devorah and Jonathan Torres, focusing on vegan fried chicken alternatives.
- The Sharks express strong interest in the plant-based market, emphasizing its growth and investment potential.
- The episode showcases innovation in vegan foods aiming to replicate beloved traditional meat products while promoting animal welfare.
Chapters
Full Transcript — Download SRT & Markdown
Speaker A
i'm here seeking one hundred thousand dollars for ten 10 on my business unreal delhi capisce now although i hail from new york city about a decade ago i moved to beautiful sunny los angeles there i shed the pesky accent what i
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[Music]
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became vegan and realized i couldn't eat my beloved corn before pastrami at all that's why i created mrs goldfarb's unreal deli home of the most mouth-watering decadent vegan corned beef that's right sharks at mrs goldfarb's unreal deli we use nothing
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Yo, sharks, how y'all doing today? My name is Mrs. Jenny Goldfarb, and I'm from the mean streets in New York City. I'm a fast-talking, no-nonsense city girl, and
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sweeter rendition with some russian my signature russian dressing and some apple slaw further back a little more of a zinger with kraut and spicy mustard has a little bit of a pastrami punch to it not bad thank you
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I'm here seeking one hundred thousand dollars for ten percent of my business, Unreal Deli. Capisce? Now, although I hail from New York City, about a decade ago I moved to beautiful sunny Los Angeles. There I shed the pesky accent. What I
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nutritious sharks i'm a fighter and i'm going to keep fighting until our unreal deli meat is in every grocery store deli and restaurant worldwide so sharks who wants to sell some meat or do i gotta break some knees around here
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didn't shed was my deep love for the authentic delis New York is famous for. I wanted corned beef. I wanted pastrami. I wanted it stacked thick on rye with Russian and mustard and all the fixins. So you can imagine my dismay when I
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became vegan about five years ago i ate meat my whole life and then i started seeing videos of animal cruelty documentaries and it was so heartbreaking i couldn't stand to continue to eat the way i was eating and
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became vegan and realized I couldn't eat my beloved corned beef or pastrami at all. That's why I created Mrs. Goldfarb's Unreal Deli, home of the most mouth-watering, decadent vegan corned beef. That's right, sharks, at Mrs. Goldfarb's Unreal Deli we use nothing
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the produce aisle on the grains aisle ultimately the food started getting good and so i realized there are a lot of delicious burgers on the market in the plant-based world but there was no authentic classic deli meat so how long have you been
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but 100% super clean plant-based ingredients that are low in carb, low in fat, and protein-packed to make our Unreal Deli meat. Don't just take my word for it, please dig in and try for yourself. Let's go a little closer to you. There is our
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january we're going to be in two 30-plus chain restaurants what's your history the uh prior to this my history actually goes back almost 100 years my great-grandfather emigrated from romania there he is in the middle i never had
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sweeter rendition with some Russian, my signature Russian dressing, and some apple slaw. Further back, a little more of a zinger with kraut and spicy mustard. Has a little bit of a pastrami punch to it. Not bad. Thank you.
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parents and grandparents did for us to get here i know he came from romania started working as a dishwasher in his first new york city deli and then went on to come and own and operate several new york city delis and cafeterias so
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I wanted to create a healthy rendition of the classic deli meat I grew up on, which is why I use ingredients like beets, chickpeas, tomatoes, and a complex spice blend to make my deli meat not only delicious but also incredibly
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ago our ecommerce cold chain store and we sold two thousand dollars in the first 24 hours it was up we didn't even put any advertising into it what do you sell it for and what's your cost i pay
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nutritious. Sharks, I'm a fighter, and I'm going to keep fighting until our Unreal Deli meat is in every grocery store deli and restaurant worldwide. So, sharks, who wants to sell some meat, or do I gotta break some knees around here?
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stops them from doing this derivative of meat and crushing you like the corned beef cockroach you are because i'm going to start working with one of you and we're going to bring this to market good answer why so much the value i mean uh you're
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Jennifer, what's the calorie count on a sandwich?
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three weeks and i didn't have to make any calls okay i didn't have to do anything so why this valuation because there are teams of plant-based investors out there and they've already come knocking on my door and they're
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100 per two ounces.
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shark dollar is worth five regular dollars so why so much the valuation that's that's the point right aren't you saying that we bring value to this but in it she said she's gonna do it a fraction of what she's already been offering i bring
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Oh, that's really good.
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jennifer do you have any flexibility in your your equity because i find it a little light i don't think it is life i came here to negotiate okay so i'm gonna wait let me throw you an offer i'm gonna
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Yeah, it's really good. It's super low in fat. It's not bad. So who came up with the formula for this?
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thank you for that offer so i love this space i'm an investor in other plant-based foods it's a super hot space right now in silicon valley it's a lot of money going into this so i'd love if you could help me get a little bit
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I came up with the recipe. I
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actually going to be so i'll simply i'll simplify you jennifer i'll simplify everything jennifer i'll simplify everything go ahead i love it yeah i went vegetarian yeah i'll make you an offer that you know my style right i like the whole yes or no
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became vegan about five years ago. I ate meat my whole life, and then I started seeing videos of animal cruelty documentaries, and it was so heartbreaking I couldn't stand to continue to eat the way I was eating.
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the poster child for it we'll go we'll hustle mark cuban you got yourself a deal that's what's up very very smart i know how so i don't mess around either thank you so much thank you thank you so much congrats jennifer
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I had a meat-and-potatoes husband and some young kids, and I had to figure out how to reconfigure my cooking methods. So I bought every vegan cookbook I could find, and I figured out how to cook from
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and we're saving the cows next into the tank is a special version of a beloved treat [Music] hi i'm devorah torres and i'm jonathan torres we're from san jose california seeking five hundred thousand dollars for ten percent of our company atlas
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the produce aisle and the grains aisle. Ultimately, the food started getting good, and so I realized there are a lot of delicious burgers on the market in the plant-based world, but there was no authentic classic deli meat. So how long have you been
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i love me some fried chicken it's good mm-hmm some of the best fried chicken you ever had huh sharks very close what if we told you that fried chicken wasn't chicken at all you heard that right shark we make
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doing this?
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lovers everywhere who wants to cash in on our chicken this batter is extremely tasty it's got some zip to it thank you you really fooled me okay guys what are you putting in the stuff we are eating right now our recipe is
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Only a handful of months. We just incorporated this year. Right now, we're at about a half a dozen of the largest, most iconic delis around Los Angeles, but next month we're coming into 58 Whole Foods stores, and starting in
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everybody everything we actually both are the ones that cook everything from start to finish what's the story well a few years ago my father was diagnosed with type 2 diabetes my whole family and i went on a raw vegan and organic diet
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January, we're going to be in two 30-plus chain restaurants. What's your history?
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healed wow we vowed to stay organic plant-based and natural we continued to experiment and atlas mineral was born you manufacture this or you have a commercial kitchen that does it for you i assume by now and your distribution
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Prior to this, my history actually goes back almost 100 years. My great-grandfather emigrated from Romania. There he is in the middle. I never had
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shipping frozen yeah what are your total sales and break it down by category well let me tell you guys something first let's let it look good when you don't give us the number you know that oh i'm gonna give you the numbers let me let me
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the pleasure of meeting him. He emigrated from Romania as a teenager, not speaking the language, without his parents. So did mine, one of mine, by the way. I was just thinking for us to be sitting here on the stage today, it's like what our
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invited to the national fried chicken festival that's cool yeah that is we were named best fried chicken are all the real chickens i love the real chicken buy time magazines extra crispy from now within 24 hours we net 12
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parents and grandparents did for us to get here. I know he came from Romania, started working as a dishwasher in his first New York City deli, and then went on to come and own and operate several New York City delis and cafeterias. So
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this year our net is 73 000 and our gross is 76 000. wait wait that doesn't add up that's confusion i think you got it backwards your total sales are now our total sales are 60 000 a lot of our
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corned beef, pastrami, this is in my bloodline. So how are the sales now in the desert?
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can't have 60 000 in sales it makes 73. [Music] it's impossible they're including their shipping equipment and then shipping revenue yes you got it i'm just not talking confused product sales 60 yes including shipping revenue 73. what's your profit or your
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So we're brand new. We're just a few months in, and in this time we've pulled off 10 thousand from the local delis, and we just launched, just a week
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charge 23 dollars for a six piece our average shipping cost is twenty one dollars are you charging forty four dollars to the customer yes so now for your six the six wings in any packaging what does it cost you it costs us two
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ago, our e-commerce cold chain store, and we sold two thousand dollars in the first 24 hours it was up. We didn't even put any advertising into it. What do you sell it for, and what's your cost? I pay
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dollars for ten percent is a little bit crazy it's it's it's ridiculous and so that's just wait wait wait let me finish that's the decision you made okay that's not my decision you're not that clear on your numbers
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3.80 per pound to have it made, and I sell it for an average between eight to ten dollars a pound. Now, Jennifer, I have to ask you this question. Okay, there are two very large, well-capitalized public companies doing plant-based meats. What
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there's no way to get to where we need to go with you i'm out okay thank you so much have you tried to get a coat packer yet we've been hesitant because it's the only one of its kind right now you don't want to
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stops them from doing this derivative of meat and crushing you like the corned beef cockroach you are? Because I'm going to start working with one of you, and we're going to bring this to market.
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have our chicken right now are you going to give them the recipe no no i do want to tell you before before you speak because i've been listening very carefully i think you hear way too early but what bothers me is you're confused
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Good answer. Why so much the value? I mean, uh, you're
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don't have orders no we have orders we have the orders and you know what it's a ridiculous number you're asking i'm sorry i'm out okay guys i'm gonna make you an offer but there's gonna be so many contingencies
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asking for a million-dollar evaluation but at such an early stage.
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growth and i've been there if you're not organized at the bottom when you start to grow it collapses so i'm going to give you the 500k as a letter of credit which means we'll draw down on it as we grow and i want 30 of
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Agreed, because I'll be honest, I invested in one of those companies just on the market, and I made three times the amount of money you're asking for in a matter of
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of heavy lifting and an evaluation that's really too sporty for me to jump in at so unfortunately i'm out thank you okay thank you what are your projections for this year next year well right now like i said we do 12 000 in a
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three weeks, and I didn't have to make any calls. Okay, I didn't have to do anything. So why this valuation? Because there are teams of plant-based investors out there, and they've already come knocking on my door, and they're
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lori what are you doing i loved the taste i like the space i'm super concerned about what's happening with eating meat from the antibiotic problem and the steroids but the problem for me is is that your numbers seem really
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ready to give me half a million for ten percent of my business. Why would you do it? Offered to us for a hundred. I'll tell you why, because I've been waiting. Are you ready?
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obviously didn't like mark and i i'm back in because mark sucked me back in but here's what we're thinking you need more money so we'd be willing to give you guys a million dollars one million one million dollars for
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Yeah, I'm ready because one
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bam on top of that whatever infrastructure investments are required kitchen whatever it is we'll do all that you don't have to spend a nickel listen this is an amazing moment in shark tank history here you came in with a very
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shark dollar is worth five regular dollars. So why so much the valuation? That's the point, right? Aren't you saying that we bring value to this? But in it, she said she's gonna do it a fraction of what she's already been offering. I bring
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offered one million dollars and a ten percent royalty on all future sales for deborah and jonathan's plant-based fried chicken company atlas monroe what are you gonna do i really like your original offer that's not on the table anymore it's gone yeah this is the
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value to my projections: three million dollars next year. Well, you haven't lost your New York hustle.
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your offer mark and rohan but we would like to decline don't wow me you're going to turn this down you guys are going to need a lot of money on this thing it's going to die 30 offer with the line of credit we will show you
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Alright, you're right. Listen, my projections for next year is that I'm going to look like the guy who plays Thor. It's not going to happen most likely.
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fulfill the orders and we'll hit a million dollars immediately but you have all the costs associated with getting there and the operational headaches i just want to make sure i'm not in an alternative universe right here are you
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Jennifer, do you have any flexibility in your equity? Because I find it a little light.
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are even offering us a million dollars just lets me know that you guys do understand right now you're right you're like you guys are gonna take ninety percent i can't take it i can't take it but you got to understand we started our
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I don't think it is light. I came here to negotiate.
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don't think i don't think we have a meeting of the minds we're going to take the offer back and back out i'm sorry unfortunately guys stick a fork in it it's over good is good and good product always
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Okay, so I'm gonna wait. Let me throw you an offer. I'm gonna
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here today with one of my three beautiful daughters hi sharks i'm india and we're the bumbling vegan junk food and burger bar sharks we're here today looking for 150 000 for 10 of our company sharks when you think of vegan food you
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throw you an offer to start this going, and I will help you as chef. Wonderful, I'm amazing. I'll help sell it, and he's selling beef, so I'm thinking I'll give you the hundred thousand dollars, and I want 20.
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sandwich our award-winning coney island chili cheese dogs are the hank cajun fries or a fat juicy burger dripping with our creamy cheddar cheese sauce don't forget to finish it off with one of our sweet nectar milkshakes the bumbling bee junk food and burger bar is
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Thank you for that offer. So I love this space. I'm an investor in other plant-based foods. It's a super hot space right now in Silicon Valley. It's a lot of money going into this, so I'd love if you could help me get a little bit
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hives across the country sharks to be or not to be that is the question you got some wrapping skills there don't you hang on this is all vegan all of that is vegan every day oh my god the mac and cheese is really
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more comfortable with, you know, why is it with all the Silicon Valley money that's coming and some of those big companies out there, it's hard for me to understand how you can stay protected. I mean, how is this
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magic spin on it so tell us about tell us about the restaurant absolutely we have two restaurants uh india runs virginia beach virginia my other daughter olivia who couldn't be here today runs boulder colorado we decided to become a vegan company at the
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actually going to be?
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ten thousand dollars to my name so i went and i said what can i do with this money so i started with a food cart a hot dog cart took my money from the hot dog cart bought a trailer
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So I'll simply, I'll simplify you, Jennifer. I'll simplify everything.
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money if my kids weren't interested in being part of it i needed something that my daughters could be a part of so that's when i said to them what is it going to take to get you passionate about this my other daughter lexi was a
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Jennifer, I'll simplify everything. Go ahead.
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over with our first truck in june then we opened up our brick and mortar which was my commissary in october that's what you wanted you want more brick and mortars right no i want both tell me your sales for last year 194 000
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I love it. Yeah, I went vegetarian. Yeah, I'll make you an offer that you know my style, right? I like the whole yes or no.
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reopened july 20. and with that we also pulled back our food trucks right we had to pull back our food trucks because events were canceled and how are you doing that you're still open or yes heck yeah you have huge spunk and passion and
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Let's negotiate right now, right? I'll give you 250 dollars for twenty percent.
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recovering now for almost 50 years but she was an alcoholic and i grew up in the homeless shelters i learned how to dumpster dive at eight years old to get my food but that led me to understand that i wanted to be a
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Okay, but this is right now. Do or die. Do or die. Tell me what you want to do. I'll be, I'll be on the front page of it. I'll be
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woman i am today so great thank you yeah good congratulations that's you know they say the strongest swords are forged in the hottest fires you're beaming india how proud are you of your mother i love her she's amazing thank you like
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the poster child for it. We'll go, we'll hustle. Mark Cuban, you got yourself a deal.
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i'm out thank you there's not that one thing that makes it impossible to copy right your execution your relentlessness will make it successful anybody can copy mcdonald's the mcdonald's also started in 1955 right and was one of the first
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That's what's up. Very, very smart. I know how, so I don't mess around either. Thank you so much.
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right which just makes it very hard so for those reasons i'm out cassandra amazing job i mean you know it's one of the great things about business it gives you the freedom to do the things you love and spend the
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Thank you. Thank you so much. Congrats, Jennifer.
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would never bet against you and the bumblebee family but as a business i don't know if it's ready for an investment until you get to a critical point of scale only for that reason i'm out okay thank you thank you
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Thank you, guys. Thank you. Now that I have a deal with Mark, the future of Unreal Deli is extraordinary. We thought we were doing great things before. Just wait and see what's gonna come. This business is a cash cow. We're making cash,
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story cause i lost my father when he was 37 i was raised by my mother and she uh was very tough but i learned from what she did but that gives you power so for you obviously you've learned that i
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and we're saving the cows. Next into the tank is a special version of a beloved treat.
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letting my emotions tug me into a deal that doesn't make economic sense and that's the only reason i'm out well i do hope that you will all come and eat at it absolutely absolutely sorry you guys are amazing
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[Music]
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yeah i don't think we're ever going to stop you
Topics:plant-basedveganShark TankUnreal Delivegan deli meatcorned beef alternativeplant-based meatvegan recipesfood innovationvegan entrepreneurship
