TRENOS.ai

Fable Meat Co's shiitake-infused beef through the Central Market in Texas, marks the commercial breakout of hybrid meat - a pragmatic middle ground where plant and animal proteins collaborate rather than compete. The brand’s success in Texas demonstrates that flexitarianism isn’t a niche; it’s mainstreaming through flavour, not ideology.

Fable Food Co.’s pulled shiitake is no longer a niche flexitarian choice, it’s rapidly becoming a category staple in Australia’s biggest Mexican food chains. With Guzman y Gomez and now Zambrero on board, Fable is redefining what “protein” means in the nation’s burritos and tacos. The rollout across nearly 500 restaurants signals both consumer acceptance and a brand-building masterstroke for Fable, which continues to resist the “mock meat” label by leaning on flavour, texture