Andrew Carter and Adam DeMartino founded Smallhold in 2017 with a mission to promote sustainable mushroom consumption, significantly impacting food culture amidst growing environmental concerns.
DeMartino noted that Smallhold had become emblematic of a new vision for sustainability, propelling itself into a $90 million valuation while selling in 1,400 stores.
The duo exemplified how a sustainable business could inspire hope and transformation in the food industry, even as consumer preferences shifted during the pandemic.
Despite their initial success and media buzz, the founders' recent resignation and bankruptcy announcement serve as a stark reminder of the challenges in the startup world.
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