Why we started this business

We’ve darkened plenty of pixels telling you the what and how of Moonbeans. Now we reveal why.

It’s not that we’re ashamed of why. It’s just, like, who actually knows why anyone actually does anything? So with the caveat that the universe is probably deterministic and that probably free will is an illusion and that the best answer would be that Moonbeans was inevitable, here’s why.

First, we wanted to start a business ourselves. Be our own boss! (We’re ruthless.) We had been a part of several early-stage companies but had never ourselves been the creators. We wanted a chance to play god! Turns out that god goes out of business most of the time, usually by poorly managing cash flow or creating a solution to a problem that doesn’t exist. So much for omniscience.

Second, we love cooking. So we thought, why not ruin what we love by doing it for a living? Inspired!

Third, we wanted to try to contribute positively to solving this global gigacrisis we’re now facing. Food is a big part of the problem and the solution. One big lever is how we get our protein, and swapping out any amount of animal protein for plant protein in our diets uses less carbon and water and tends to improve our health and the health of the soil. In other words: eat your beans.

To tie them all together – we wanted to be self-directed, creative, and helpful. We think we’re doing it! Now it’s just a question of cash flow and whether the problem we’re solving actually exists. Wish us mere mortals luck. Or better yet, tell another mere mortal about us.