Karuna, an entrepreneurial brand builder, shares her journey with Nature’s Fynd, a company that developed a new protein source from a unique fungus discovered in Yellowstone National Park.

1. From Outer Space to Your Plate: The Unlikely Origin of Nature’s Fynd

Nature’s Fynd’s story began with a NASA research project aimed at understanding how life could survive in extreme environments. This research led to the discovery of a remarkable fungus thriving in Yellowstone National Park’s volcanic springs.

2. Revolutionising Protein: A New Frontier in Nutrition

Nature’s Fynd’s fungus can produce protein in just 3 to 4 days, compared to the months or years required by animals and plants. This rapid growth makes it a game-changer in meeting the dietary needs of a growing global population. The protein is also incredibly nutritious, containing 50% protein, 30% fiber, and a variety of vitamins and minerals. Additionally, the fungus thrives in an acidic environment, eliminating the need for antibiotics, pesticides, or hormones, making it a cleaner and healthier protein source.

3. Marketing the Unthinkable: Turning Fungi into Food

One of the biggest challenges Nature’s Fynd faced was convincing consumers to embrace a fungus-based food. The company focused on taste, understanding that no matter how sustainable or healthy a product is, it must taste good to succeed. Nature’s Fynd built its brand around the Explorer archetype, a rare identity in the food industry, which aligned perfectly with their innovative story of pioneering new territories in food production. Through strategic branding and storytelling, they successfully shifted the narrative from “weird” to “wonderful.”

4. Launching in a Pandemic: Nature’s Fynd’s 2020 Debut

Nature’s Fynd was set to launch in March 2020, just as the COVID-19 pandemic began. While this timing seemed unfortunate, it turned into an opportunity as consumers sought innovative solutions during the crisis. The brand’s message of optimism and innovation resonated with consumers, making their launch a symbol of hope in uncertain times.

5. Navigating Consumer Skepticism: Building Trust with Taste

Understanding that taste is the top priority for consumers, Nature’s Fynd focused on making their products delicious to gain acceptance, even among skeptics of fungi-based food. Early market research revealed that younger, more open-minded consumers were the most interested in the product. By carefully segmenting the market, the company effectively targeted the most promising customer groups. Recognizing the deep cultural connection people have with food, Nature’s Fynd introduced their product in familiar forms like yogurt and cheese spreads, easing the transition to fungi-based foods.


Karuna Rawal is the CRO & CMO of Nature's Fynd. Karuna is an accomplished brand builder and Emmy award winner with 25 years of success transforming the world’s most iconic brands.

Connect with her on Linkedin https://www.linkedin.com/in/karunarawal/

Visit Nature's Fynd https://www.naturesfynd.com


Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.

Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@gmail.com


Index

00:00 Preview & Introduction to Karuna
02:18 NASA Discovery: From Space to Earth’s Future
05:23 Fungi Protein: Nature's Fynd Launched During a Pandemic
12:46 Segmenting the Market: Who Wants to Eat Fungi?
21:08 Content Pillars: Education , Lifestyle, Health, Taste
30:06 Challenge of Habit Change: Yogurt, Cheese, and Beyond
45:38 Food, Creativity, and Sustainability: The Explorer Archetype
51:01 Aligning the Brand with Company Values
52:52 Marketer’s Journey: #likeagirl
01:04:35 Rapid Fire with Karuna Rawal
01:08:30 Connect with Karuna Rawal