Where Is Mrs. Goldfarb's Unreal Deli From Shark Tank Today?
In a world of Impossible burger patties, soy chorizo, and vegan cheese slices, it's hard to fathom that these items weren't easily accessible many years ago. In fact, The New York Times reports that plant-based cheese, milk, and meat alternatives sales have multiplied at double-digit rates within the past few years. But, for Jenny Goldfarb, who is vegan, plant-based food wasn't always so easy to come by, as she recalled on "Shark Tank."
Goldfarb is the creator of Mrs. Goldfarb's Unreal Deli, a brand that specializes in plant-based deli slices. The company offers vegan meat alternatives to corned beef, steak, and turkey slices. The vegan deli meats are made from beets, chickpeas, and tomatoes and are low-carb and low-fat. After just a few months in operation, Goldfarb took her invention to "Shark Tank," but were the Sharks willing to take a bite out of the new company?
Since appearing on the show, Mrs. Goldfarb's Unreal Deli has made more than six figures in just over half a year. The company is still thriving and active on social media; its deli products are being eaten and approved by celebrities such as Bethenny Frankel. But the company has humble beginnings.
Unreal Deli scores a deal
Jenny Goldfarb sought $100,000 for 10% ownership of her company on Season 11, Episode 8 of "Shark Tank." Although her company was still fairly young during the taping of the show, she touted more than $10,000 in sales. The deli meats were distributed to a few "iconic" Los Angeles deli spots and were to be rolled out in 58 Whole Foods locations and in more than 32 restaurants. However, Goldfarb's goal is for her products to be readily available in grocery stores, restaurants, and delis.
Some sharks were concerned about the valuation of Goldfarb's company, and she explained that she was in talks with other interested investors, but she believed investing with a shark and the coveted "shark dollar" to be more valuable. Kevin O'Leary was the first to throw an offer at Goldfarb. He proposed $100,000 for a 20% stake in the company. As a vegetarian who invested in many plant-based brands, Mark Cuban was eager to make a deal as well. He offered $250,000 in exchange for a 20% stake, which Goldfarb accepted. What does the future hold for Unreal Deli after teaming up with Cuban?
Success with some bumps in the road
In a "Shark Tank" update segment that aired as part of Season 12, Episode 5, Jenny Goldfarb shared that her Unreal Deli meats are now in 175 deli and restaurant locations, such as Whole Foods Grab and Go, Veggie Grill, and Mendocino Farms Sandwich Market. In fact, her sandwich was a top-selling sandwich in Whole Foods.
Mrs. Goldfarb's Unreal Deli made over $300,000 in just over half a year of appearing on "Shark Tank." However, like many businesses, Goldfarb's company was affected by the COVID-19 pandemic. Her attention turned to her father when he contracted the virus and needed intensive care, but luckily, he received a plasma donation and recovered. But did the business recover?
Because restaurants were closed, sales dropped. But with the help of Cuban, the company pivoted and focused on selling its product in retail spots. It's now available in 300 grocery stores with a prospect of 300 more locations. Since her time on "Shark Tank," Goldfarb also launched another product, Unreal Turk'y.
As of 2022, Unreal Deli made its way into Costco, offering an exclusive combo pack of corned beef, roasted turkey, and steak deli slices after launching in Quiznos and the vegan fast food chain Next Level Burger. Gazette Review reports that in 2021 alone, Mrs. Goldfarb's Unreal Deli sold $4 million worth of products. We'd say this "Shark Tank" product is a success.