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April 12, 2021: 12:00 AM EST
The original marketing strategy of the Portland, Ore.-based maker of shiitake mushroom jerky, launched in 2018 with a family recipe from Malaysia, was definitely grassroots: “knocking on doors,” emailing, and phoning independent retailers, co-ops, and small businesses offering samples. But it was an appearance on the TV show Shark Tank – and Mark Cuban’s eventual investment – that kicked the company into overdrive. Cuban’s team advised the small company – ten employees at the time – on D2C communications strategy; assisted with marketing strategy including SEO, advertising and email marketing; and introduced it to wholesale accounts. The company now has 30 employees and its products are on store shelves in more than 900 U.S. retailers, including Whole Foods Market, Ralph’s, Mom’s Market and Natural Grocers, and sold online through Thrive Market, Hive, Amazon, and Purple Carrot.
Davina van Buren, "Pan’s Mushroom Jerky wins 'Shark Tank' deal, prepares to expand production", New Hope Network, April 12, 2021, © Informa Markets, a trading division of Informa PLC.
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