Company case study
Moink
Moink is a direct-to-consumer meat company that sources meat from small farmers and delivers it to customers. It came up on My First Million, hosted by Sam Parr and Shaan Puri, in the episode "How a $200 Doorbell Became a $4B Business" (aired November 24, 2025).
At a glance
| Podcast | My First Million |
|---|---|
| Hosted by | Sam Parr and Shaan Puri |
| Episode | How a $200 Doorbell Became a $4B Business |
| Aired | November 24, 2025 |
| Category | E-commerce |
Figures and claims are as told on the episode, summarized from the transcript. Check the date: they describe the company at the time it aired.
What the episode said
How a $200 Doorbell Became a $4B Business · aired November 24, 2025 · hosted by Sam Parr and Shaan Puri
Why it works
Moink taps into the growing demand for sustainable and ethically sourced meat, appealing to consumers looking for high-quality, farm-fresh products.
Founding story
Founded by Lucinda Cramsey, who is based in La Belle, Missouri, Moink was highlighted after a Shark Tank investment.
The playbook
Direct consumer engagement and building community connections with local farmers to ensure quality and sustainability.
Also mentioned
Moink exemplifies the trend of consumers seeking transparency and ethics in food sourcing.
Why this works now (our analysis)
Health-conscious families seeking sustainably sourced meat often turn to Moink for their grocery needs. The company leverages a direct-to-consumer model that utilizes a subscription-based delivery system, allowing customers to receive curated boxes of meat from small farmers. In its early stages, Moink could effectively use targeted ads on Facebook groups focused on organic food and sustainable living to reach potential customers. A significant risk for Moink is the dependency on a limited number of small farms, which may lead to supply chain vulnerabilities during peak demand seasons or adverse weather events.