Lucinda Cramsey wants the Sharks to take a bite out of Moink, her “ethically sourced and humanely raised” meat subscription box, in Shark Tank episode 1015. Cramsey runs the company with her husband, Adam. Moink is a combination of “moo” and “oink,” the sounds their animals make. The native mid-westerners moved back to the heartland after living in New York City and established an organic farm. Lucinda was avoiding pork but Adam wanted pork chops, so he began raising “free range” pigs (like Lucinda's mother used to). That was the genesis of Moink.
They started talking to other small farmers in their area who raised beef and chicken in the same manner as the Cramseys. Together, they pondered ideas about how to get their kind of meat to consumers. Each of their neighbors didn't care for the “big agriculture” way of delivering meat to the marketplace. They thought a monthly subscription box would be a good delivery method because it would allow them to plan ahead.
Challenges and Solutions
The problem they encountered was scale. Their three small farms couldn't sustain a nationwide meat delivery business – they were too small. Size is what makes their meat better. The animals live a more humane existence and are free to roam instead of being raised in small, industrialized pens. Lucinda and Adam reached out all across the country to other like-minded farmers who were “fed up with the hijacked food system” and they launched Moink.
Moink is a subscription box service. They offer grass-fed beef, pastured pork, free range chicken and wild caught fish. Delivery options are every 3, 4, or 6 weeks and FedEx shipping is free in the lower 48 states. Each box costs $159 and has 12-14 pounds of meat in it. It scrubs up to about $13 a pound on average – a little pricey, but not for premium quality.
They're looking for a Shark to help them realize their vision of becoming “a go-to source for humanely raised and ethically sourced meats for the consumer, as well as an outlet for grass-based farmers to sell their proteins.” Will a Shark want a taste of this business?
Moink Company Information
Posts about Moink on Shark Tank Blog
Moink Shark Tank Recap
Lucinda enters seeking $250,000 for 10% of her business. It's clear she's passionate about her business and family farms. She explains that 4 companies control 80% of the meat market in the USA, making it difficult on small farmers. As for her company, she grew from $85,000 in sales in 2017 to $730,000 in 2018.
While the Sharks love her passion and her story, they don't like the thin margins or the 10% net profit on sales. Lori is a pescatarian, so she goes out. Daymond says he can't get behind her as an entrepreneur, so he goes out too.Mark has an interest in Echo Valley Meats, so he's out. Jamie remarks that these Sharks forget what it's like to be small with thin margins. This pisses Mark off a bit amd the other Sharks take offense.
Jamie then offers $400,000 for 20%, more than Lucinda asked for. Lucinda balks, but Jamie says the increased investment will help them scale faster and meet demand. After mulling it over, Lucinda accepts the offer.
Moink Shark Tank Update
The Shark Tank Blog constantly provides updates and follow-ups about entrepreneurs who have appeared on the Shark Tank TV show. As of June, 2019, there is no evidence of this deal closing. The company continues to operate as of this date as well.