Mainstream news outlet The New Yorker has published a long feature about the history behind vegan brand Tofurky.
As the piece points out, the company is approaching 'the five millionth sale of its signature holiday roast'.
Not bad for a product which was created by accident.
Writer Jonathan Kauffman says: "A young entrepreneur named Seth Tibbott stumbled into the Thanksgiving market only after trying, and failing, to make tempeh go mainstream."
Tibbott went veggie, then started testing out new recipes.
Kaufman adds: "Making tempeh became Tibbott’s hobby. In 1980, after he moved to Oregon, it became a business.
"His first commercial tempeh incubator was a discarded refrigerator heated by Christmas lights.
"By 1983, he was selling enough of his product that he was able to lease the kitchen of an abandoned elementary school east of Portland."
So how does Tibbott eat himself for Thanksgiving?
Kaufman writes: "On Thanksgiving this year, Tibbott told me, he plans to put a Tofurky in the smoker at his home in Oregon’s Hood River Valley."
You can read the full piece by The New Yorker here
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