Do you know where the meat you eat comes from? Right now, in the US, 80% of protein supplied to supermarkets comes from mass-production livestock farms, pushing independent farmers to the brink of bankruptcy. These big businesses keep animals in horrible conditions and pump them full of antibiotics and hormones.
8th-generation farmer Lucinda Cramsey wanted to take control back and put a dent in this inhumane treatment and unhealthy protein source. She connected with other independent farmers around her to set up a business that provides ethically-sourced meat to tender-hearted carnivores across the country.
In 2017, she founded Moink (a combination of moo and oink). This subscription service ships high-quality grass-fed, free-range pork, beef, chicken, and wild salmon from independent small farmers to Americans nationwide.
How Did The Shark Tank Pitch Go?
Lucinda came to the Shark Tank looking for $250,000 for 10% equity in Moink. She pitched her company, story, and struggles to the Sharks, who found her endearing and passionate.
She offered them all samples of Moink’s offerings. All the Sharks agreed they were superb quality, but they wanted the numbers. She informed them that the subscription box plan has 13 – 16 lbs of meat shipped free of cost. When she started, Moink made $85,000 but jumped to $730,000 in 2018 with a 71% customer retention rate. The Sharks were excited, but when she told them she was only netting $10 per box, the air fizzled out of the tires. Those were terrible margins, and Kevin was the first to point out that her company was not worth $2.5 million.
Lucinda was in no mood to argue and justified her numbers, so she told the Sharks just to give her a number. Raymond was not a fan of her defensive, albeit spunky attitude. He was out. Lori, a pescatarian, didn’t want to back a meat business, so she was out too. Mark had to back out because he had a conflict of interest with another meat delivery service he had always invested in.
While Kevin continued to lament her bad margins, Jamie stepped in and told the Shark they didn’t remember what it was like for the little guy. He said the margins were always bad in the beginning. He liked Lucinda, and Moink’s mission, so he offered $400,000 for 20%.
Lucinda was initially hesitant, as she believed in controlled growth. Still, Jamie convinced her that Moink was already growing fast, and she needed the cash to build the infrastructure to support it. With that, Lucinda agreed and sealed the deal with Jamie.
Our Review of Moink
Moink’s online store gives you the choice of two meat boxes that have seven different cuts of protein, a standard that includes options from all it has to offer, and a No Pork version. You can customize your boxes before they are delivered by making substitutions on the site, but you have to do it before your selected delivery date.
Like a brick-and-mortar butcher shop, the meat selections are on a weekly rotation. You can choose from an ever-changing variety of pork, beef, chicken, lamb, and salmon, making meal planning much more interesting.
The meat subscription box is packed with dry ice and delivered via UPS, arriving frozen solid. You can decide how many times you want the boxes delivered in a month and the date, but not the time.
You can tell right away how high the quality of the meat is as there is no discoloration, unusual smells, or damage, so you can pack it straight into your freezer without any worries. Moink advises thawing the meat in the fridge the night before. That way, it is perfect for cooking the next day.
Pros of Moink
- Ethically sourced
- Highly customizable
- Delivered with dry ice that will keep meats frozen for 3 – 4 days
- Supports local animal farmers
Cons of Moink
- Expensive compared to meat bought from a supermarket
- Not certified organic
- Cannot specify the exact time and date for delivery
- CAnnot order just a single item
Who is Moink For?
Moink is perfect for anyone looking for a convenient way to get high-quality meats without the hassle of going to the supermarket. It is also for meat lovers who care where their meat comes from and don’t want to support the big businesses that mass farm animals in inhumane conditions. It’s a great way to support local and independent farmers across the country.
Are There Any Alternatives?
There are numerous meat subscription boxes currently delivering meat throughout the US. These companies have seen a boom post COVID-19 pandemic as the preference for grocery home deliveries has increased.
This New Jersey-based butcher shop has been selling its meats since 1976 and now provides its selection online as on-time purchases and subscriptions that you can have delivered as often as you want. Other than meat, they also sell shellfish, fish, and fully-cooked meals such as beef Wellington, breaded chicken tenders, and meatballs. Check out the online store to see what is available.
Working out of California, Crowd Cow has over a hundred varieties of meats and seafood sourced from independent farms across the country and even Japan. You can either order one time or subscribe to a box where you can get a curated selection of high-quality free-range antibiotic-free pork, beef, chicken, duck, wild boar, and more. Crowd Cow is an environmentally conscious business that uses compostable and recyclable packaging. Everything it has on offer is available on the online store.
In the mood for ostrich meat? Wild Fork has you covered with its massive assortment of standard and specialty meats, from beef and pork to elk and alligator. All the protein is wild-caught, antibiotic-free, and grass-fed, so you can enjoy it guilt-free. Wild Fork also offers a wide selection of vegetables, desserts, sides, sauces, and spices. You can order one ala carte or from a selection of bundles and have it delivered to your doorstep, or if you live near one of the physical stores, you can opt for same-day pickup. Check the online store for all the wild offerings.
Is Moink Still in Business?
Moink is currently delivering subscription boxes across the continental US. Their online store got to experience the Shark Tank effect as traffic and sales increased astronomically after its appearance on Shark Tank.
Our Final Thoughts
Moink is a fantastic way to support independent farmers struggling to compete with big livestock companies. The meat is fresh, delicious, and ethical. With Jamie’s help, we are confident that Lucinda will continue to expand her business and make a dent in big agriculture’s hold on the meat market.