Viewers might recall Umaro Foods’ appearance on “Shark Tank” in spring 2022 because of its unique approach to plant-based bacon or the matching jumpsuits worn by the founders, Beth Zotter and Amanda Stiles. Or perhaps what stood out was the expression on Shark Robert Herjavec’s face when he spat out the raw sample of the product he was given.
This moment was definitely not what Zotter and Stiles had hoped for when they introduced their new business on national TV in the 18th episode of the 13th season of “Shark Tank,” but it didn’t mean the end for Umaro Foods.
The idea for Umaro Foods came from Zotter’s previous work. Before starting her career as a food industry entrepreneur, Zotter had worked in renewable energy. After receiving a grant to study seaweed farms for fuel, Zotter began to think about how this plant could also help create a more sustainable food system.
She reached out to Stiles, who holds a PhD in plant biochemistry, and together they developed “umaro,” a seaweed protein powder that can be turned into a bacon-like product with a smaller environmental impact compared to traditional meat.
Despite Herjavec’s negative reaction, Umaro Foods was well-received by the other Sharks, who were some of the first people ever to try their prototype.
Who Is The Founder Of Umaro Foods?
Beth Zotter and Amanda Stiles are the co-founders of Umaro Foods, leading the startup with their expertise and supported by a dedicated team that has greatly contributed to the company’s success.
Beth Zotter, the Co-Founder and CEO, has experience as a technology entrepreneur focused on renewable energy. Before founding Umaro, she worked with science-based startups at Cyclotron Road and led research and development at Bio Architecture Lab, a seaweed biofuels company.
Amanda Stiles is the Chief Technology Officer (CTO) and Co-Founder, using her background as a Ph.D. plant biochemist. She previously led the research team at Ripple Foods, showcasing her expertise in the field.
Along with Zotter and Stiles, the Umaro Foods team includes Royal Sayewitz, the Director of Business Operations, and Tim Arapov, a protein scientist. Each member plays an important role in the company’s operations and growth.
What happened to Umaro Foods on Shark Tank?
Umaro Foods is not the first company to create plant-based bacon. From coconut bacon to flattened strips of seitan to the rice paper trick Gordon Ramsey uses as a bacon replacement, home cooks, chefs, and entrepreneurs everywhere have tried to make meat-free versions of this popular American food.
In fact, the global demand for vegan bacon grew by 5.2% in the four years before Umaro Foods appeared on “Shark Tank” (according to Future Market Insights). The founders of the company, Beth Zotter and Amanda Stiles, were hoping to both follow and lead this trend in a new direction.
Together, Zotter and Stiles created a completely new ingredient to make the base of their product using proteins taken from red seaweed. From their headquarters in Berkeley, California—a city known for its history of environmental activism—the team at Umaro Foods aims to create the “most sustainable protein source on the planet.”
Several of the Sharks showed interest in partnering with Umaro Foods, but only Kevin O’Leary, Lori Greiner, and Mark Cuban made offers. Zotter and Stiles decided to accept Cuban’s investment of one million dollars for a 7% share in the company.
Umaro Revenue
Umaro appeared on Shark Tank with just a prototype and had not made any sales yet. However, within a year of their appearance, they expanded into 20 states and over 110 restaurants.
Umaro brings in $390k monthly but is still losing money because of its investments in research and development. The company expects to become profitable once it reaches an annual revenue of $12 million, which is expected to happen in 10 months.
Umaro Expansion
Umaro Bacon is currently sold in over 150 restaurants and is in talks with Walmart to begin selling in stores. With the help of Mark Cuban, Umaro plans to expand its reach to over 400 Walmart stores across the USA.
Umaro Foods after Shark Tank
After their successful pitch to the “Shark Tank” team, Umaro Foods quickly gained more interest from other investors. AgFunder, a venture capital firm that focuses on new agriculture and food technology, helped them raise an extra $3 million from several similar companies.
A few months later, Umaro Foods received more funding from NBA All-Star and entrepreneur, Chris Paul, who has followed a vegan diet since 2018. Around the same time, people in Denver, Nashville, New York, and San Francisco were able to find Umaro Foods’ plant-based bacon in restaurants.
Before their appearance on “Shark Tank,” founders Beth Zotter and Amanda Stiles had planned for three bacon flavors: original, hickory smoke, and maple bourbon. On the show, they only showed the “original” flavor, which is made to taste and feel like classic applewood bacon. Just over a year later, they added a new and unexpected flavor: black pepper bacon.
Is Umaro Foods still in business?
Umaro Foods’ appearance on “Shark Tank” turned out to be just the start of many successes that have helped the company keep growing. In May 2024, two years after Mark Cuban publicly partnered with founders Beth Zotter and Amanda Stiles, Umaro Foods secured an extra $3.8 million through a second round of funding with AgFunder.
The success of Umaro Foods depends on their dedication to creating a bacon alternative that is not only eco-friendly but also tastes great. Zotter and Stiles’ product appeals to vegan eaters and anyone who wants to add more plant-based ingredients to their diet to reduce their environmental impact.
Seaweed has a positive effect on marine ecosystems, such as capturing excess carbon and lowering the acidity of saltwater. It also offers a lot of nutritional benefits to people, like being rich in vitamins and minerals such as vitamin K1, folate, and magnesium.
But as Zotter said during their “Shark Tank” pitch, “None of that really matters unless it tastes good.” This is why it has been so important for Umaro Foods to focus on the taste and texture of their product, even going as far as seeking multiple patents for their method of turning seaweed’s natural umami, chewy qualities into a salty, crispy strip that closely resembles bacon.
What’s next for Umaro Foods?
Seaweed is one of the fastest-growing organisms on the planet, so it makes sense that Umaro Foods is growing quickly as a business. In the first five years since it started, Beth Zotter and Amanda Stiles raised almost $8 million in funding.
You can now buy two versions of their product (applewood bacon and black pepper bacon) online through Amazon for home delivery. If you’d prefer not to cook it yourself, you can find it on restaurant menus at 250 locations across the U.S., including Choice Market, Roam Burger, Plantega, and Crossroads Kitchen.
Zotter and Stiles are also planning to expand into catering and are working on forming partnerships with universities.
In the near future, you might find Umaro Foods products on supermarket shelves. The company plans to begin this next step on the West Coast, which has already led to Umaro Foods being available in California Whole Foods stores.
The brand also wants to offer more products, including bacon bits and their new bacon, egg, and cheese breakfast sandwiches. While the classic sandwich is already vegetarian with meatless bacon, there is also a 100% plant-based option.
[Updated: 04/03/2025]
