Mark Cuban is a new investor in a plant-based deli meat, according to CNBC. The Shark-Tank start invested in Unreal Deli Corned Beef after trying one of her sandwiches on the show.

After biting into a sandwich made by Jenny Goldfarb, the founder of Unreal Deli, Cuban remarked, “This is really good.” Goldfarb is the founder of Unreal Deli, a company that makes plant-based cold cuts. Her “beef” is made of beets, chickpeas, tomatoes, and spices.

Goldfarb said of her move into the plant-based meats category, “I became vegan five years ago. I ate meat my whole life, and then I started seeing videos of animal cruelty, documentaries, and it was so heartbreaking. I couldn’t stand to continue to eat the way I was eating.”

The founder said that the market was ripe for deli meats that were plant-based. “I realized, there are a lot of delicious burgers on the market in the plant-based world, but no authentic, classic deli meats,” Goldfarb said.

Cuban invested $250,000 for a 20% stake in the company. With the investment, Goldfarb will be ripe to take on Impossible Foods and Beyond Meat.

She called her business a “cash cow,” that was saving cows and making cash. Plant-based meats have been growing in popularity.

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