Last week, the investors on ABC’s Shark Tank sank their teeth into a D.C.-area plant-based company’s meat — and liked it. But first, co-founder Duane Cheers made sure it was love at first bite for his mom.

“Everything has to be mom-approved,” says Cheers, 37, the CEO of Everything Legendary, a Black-owned business based out of Prince George’s County. “Our moms are our legends.”

Cheers’ mom has had lupus for 35 years, and she manages the chronic condition in part through a healthy diet. She’s been a vegan for three decades and has tried just about every plant-based burger in the grocery store. “None of them were really tasteful,” Cheers says (and his mom agreed). “And that was my ‘aha’ moment.”

Cheers reached out to Danita Claytor, whose mother was, at the time, battling cancer. “Unfortunately, her mom passed away,” Cheers says. “And by the time we were trying to get her on a healthy regimen, it was just too late.”

Claytor joined Everything Legendary as president, and the two recruited Jumoke Jackson, a chef who’s behind the company’s plant-based recipes. In 2019, they launched, selling their products at local pop-ups and then, once the pandemic hit, shifting their focus online. Last Friday, the trio of co-founders appeared on Shark Tank, a reality show in which entrepreneurs pitch their products in hopes of raising investment money. Spoiler alert: Billionaire Mark Cuban invested $300,000 for a 22% stake in the company.

“It has been a complete high, a complete blessing,” Cheers says. “We’ve really been setting ourselves up to be prepared for this moment. It was tears of joy, and calling my mom to let her know, and just thanking my team, and everyone around me. We were all super excited.”

During the episode, potential investors raved about the burgers’ taste: Shark Lori Greiner lauded its “nice smoky flavor,” while Barbara Corcoran noted, “it tastes just like a burger, but the texture is much softer.” Shark Kevin O’Leary declared, “This is the best burger I’ve ever had that’s plant-based.”

The vegan burgers are made with hemp protein, coconut oil, potato starch, and beet extract, and they’re soy- and gluten-free, with no artificial preservatives. One patty has 200 calories and 21 grams of protein. The flavor is so strong, Cheers says, that “most people won’t be able to tell the difference” between the meat-free version and the real deal. He credits a seasoning mix that includes basil and oregano. “This is the Wagyu of plant-based meats,” Cheers says, referring to the premium beef.

Claytor applied for Shark Tank after watching an episode and noting there was an online application process. “I’ve always believed in myself,” he says. “We’ve been through the hardest times — being broke, not having any money. But we just keep believing, and we went out there and we rocked it.”

In addition to Everything Legendary, Cuban, who’s a vegetarian, invests in products like Mrs. Goldfarb’s Unreal Deli vegan corned beef, Beyond Sushi, Veggie Mama, Cinnaholic, and Wanna Date vegan spreads. The plant-based foods industry is ballooning: It was worth $5 billion in the U.S. in 2019, according to the Plant Based Foods Association and the Good Foods Institute, and that number is expected to swell to $15.6 billion by 2026.

“Mark Cuban has been the most amazing person in the world,” Cheers says. “His team is amazing. We talk often. He’s available, hands on. Our thing is to just continue to make him proud and keep going harder. Like, you don’t get to give up — now is when you have to go harder. This is when you buckle down even more.”

Since the Shark Tank episode aired, sales have exploded: The company sold $250,000 in burgers within 24 hours of the broadcast. An eight-pack is available online for $74.95; a 16-pack goes for $119.95. (There are current promos available that bring the price down.) The burgers come in bright, bold packages, with fluorescent coloring and a promise to deliver “legendary taste.”

Next week, lightly seasoned plant-based ground meat will become available on the company’s website. Cheers suggests using it in dishes like spaghetti, nachos, or stuffed green peppers. Lots of other products are coming down the pipeline, he says, and his mom has tested them all. “If she doesn’t approve it, we don’t put it out.”

In the spring, products are expected to hit grocery stores like Acme, Giant, and Safeway. And with Cuban’s support, Everything Legendary plans to continue expanding. “If you want us in other grocery stores, go tell them,” Cheers says. “We want to go global — global retail, global restaurants. We make vegan cool. This is young, this is energetic, this is funky. This is fun, and it’s flavorful.”

This post has been updated to correct a comparison to Wagyu beef.

Previously: 
Soupergirl Will Pitch A ‘Soup Revolution’ On ABC’s ‘Shark Tank’