Everything Legendary is a fast-growing, Black‑owned plant‑based food brand that makes chef‑driven burgers, grounds and other meat‑alternative products sold through retail, foodservice and direct channels. Founded by Duane “Myko” Cheers and Danita Claytor, the company parlayed a high‑profile Shark Tank appearance and early grassroots marketing into rapid retail expansion, strategic partnerships and a $6M Series A led by CircleUp with participation from General Mills’ 301 Inc. and Mark Cuban[3][5][2][4].
High‑Level Overview
- Mission: Build accessible, flavorful plant‑based meat alternatives rooted in community and culinary authenticity while expanding distribution across retail and foodservice[3][4].- Investment philosophy (relevant because the brand has strategic backers): Everything Legendary has attracted strategic investor partners (CircleUp Growth Partners, 301 Inc./General Mills, Mark Cuban) who look for high‑growth food brands with strong consumer resonance and retail traction[5][6].- Key sectors: Plant‑based/alt‑protein consumer packaged goods (CPG), retail grocery, foodservice and experiential/channel partnerships (festivals, campuses)[4][5].- Impact on the startup ecosystem: The brand’s rapid rise from garage/R&D stage to national retail presence and strategic capital raises highlights a playbook for founder‑led, culturally resonant CPG startups—especially Black‑owned food businesses—showing how media exposure, grassroots marketing and targeted partnerships can accelerate scaling[3][4].
For a portfolio company (Everything Legendary as a company)
- Product: Plant‑based burger patties, ground “mince,” and expanded SKUs such as plant‑based wings and sauces; the company has signaled plans for sausage, breakfast patties and more[2][5].- Who it serves: Mainstream grocery shoppers, consumers seeking flavorful plant‑based alternatives (with specific traction in Black and campus markets), retail and foodservice buyers, and festival/venue audiences through partnerships[4][2].- Problem it solves: Offers tasty, accessible plant‑based protein options that compete on flavor and convenience with animal meat, helping retailers and foodservice operators meet growing demand for flexitarian and plant‑forward offerings[5][3].- Growth momentum: After appearing on Shark Tank in 2021 the brand reported immediate sales spikes and rapid retail listings (Target, Publix, Kroger banner stores and others) reaching roughly 1,500 stores by 2022 and securing a $6M Series A to accelerate expansion to thousands more outlets; strategic placements with Live Nation and Sysco distribution efforts reflect channel diversification[4][2][5].
Origin Story
- Founders and background: Everything Legendary was founded by Duane “Myko” Cheers and Danita Claytor (and team members including Jumoke Jackson and COO Vince Parker), with product development inspired by family recipes and chef‑level flavoring[3][5].- How the idea emerged: The founders began hand‑making plant‑based burgers in early 2021 (building on inspiration from family and culinary testing) and used grassroots marketing, community taste‑tests and pop‑ups to validate product/packaging before pursuing retail deals[3].- Early traction/pivotal moments: A 2021 Shark Tank appearance generated immediate consumer demand and tens or hundreds of thousands in sales within 24–48 hours[4][2]; rapid retail placements followed (Target, Safeway, Giant, Acme, Stop & Shop, Publix and others), and the company closed a $6M Series A in February 2022 led by CircleUp with 301 Inc. and Mark Cuban, plus strategic alliances with Live Nation and later Sysco distribution[4][5][2].
Core Differentiators
- Flavor-first product positioning: Chef‑driven recipes and bold flavoring aimed at matching or exceeding expectations of meat eaters as well as plant‑forward consumers[3].- Cultural resonance and targeted marketing: Black‑owned brand identity and community‑focused outreach that has driven strong adoption in demographics that have shown rapid plant‑based adoption[5].- Rapid go‑to‑market and retail playbook: Fast move from kitchen R&D to co‑packer manufacturing and national retail listings within months, supported by savvy packaging and promotion[3][4].- Strategic investor and distribution partnerships: Backing from CircleUp and 301 Inc. (General Mills), continued support from Mark Cuban, Live Nation partnership for events, and Sysco entry for foodservice give the brand both capital and channel reach[5][4][2].- Experiential/channel diversification: Food truck, festival/venue placements and campus programs (HBCU partnerships) extend consumer touchpoints beyond typical grocery channels[4][2].
Role in the Broader Tech / Food Landscape
- Trend they’re riding: The accelerating mainstreaming of plant‑based proteins and the shift toward flexitarian diets—where taste, price and convenience determine adoption—benefit brands that can deliver flavor parity and broad distribution[5].- Why timing matters: Consumers’ increased interest in health, sustainability and diverse cuisine, combined with retail openness to smaller CPG brands and corporates’ interest (through venture arms like 301 Inc.), created favorable conditions for rapid scaling[3][5].- Market forces in their favor: Retail consolidation of shelf space for high‑momentum alt‑protein SKUs, growing foodservice demand for plant options, and investor appetite for differentiated CPG brands support expansion[5][4].- Influence on the ecosystem: Everything Legendary demonstrates how media exposure (Shark Tank), community authenticity, and strategic corporate partnerships can lower barriers for other founders from underrepresented backgrounds to achieve retail scale.
Quick Take & Future Outlook
- What’s next: Continued SKU expansion (sausage, boneless wings, breakfast items), broader retail rollouts (aims toward multi‑thousand store footprints), deeper foodservice penetration via Sysco and campus/venue programs, and leveraging strategic investors for manufacturing and supply‑chain scaling[5][2][4].- Trends that will shape them: Cost and commodity pressures in alt‑protein supply chains, competition from larger CPG entrants, the need to sustain product quality at scale, and consumer demand shifts toward value and convenience will determine growth trajectory. Strategic partnerships (e.g., with General Mills’ 301 Inc. and Live Nation) will be important for margin improvement and distribution[5][4].- How influence might evolve: If Everything Legendary sustains quality while scaling, it could become a national challenger brand that accelerates plant‑based adoption in mainstream and culturally specific markets—and serve as a model for community‑rooted CPG brands securing corporate venture support[3][5].
Quick take: Everything Legendary turned cultural authenticity, chef‑led flavor, and viral exposure into rapid retail expansion and strategic capital—its near‑term challenge will be scaling manufacturing, margin management and SKU execution to convert early momentum into a durable national brand[3][4][5].
