From the heart of Brooklyn emerges a restaurant startup that aims to change the way we eat while making a positive impact on our planet. Mount Soy, brainchild of Kimbal Musk, brother of Elon Musk, is set to open its first location in late 2023, with plans to expand across the country in 2024. Mount Soy was born out of Kimbal Musk's quest to discover new, eco-friendly ways to eat. After researching multiple avenues, he found inspiration in several research papers on soybeans, some of which are listed below.
With these research-backed findings, Mount Soy aims to demonstrate the benefits of soy-based agriculture and cuisine for both the environment and farmers.
An impressive roster of investors, including Elon Musk, Sequoia Capital, and SoftBank, has shown faith in Mount Soy's mission. The startup recently closed a Series A fundraising round for $55 million to execute its ambitious plans.
While the concept of a restaurant centered entirely around soy-based products has raised eyebrows in the restaurant industry, even skeptics agree that if Mount Soy can deliver delicious food, the market will follow. The challenge for Mount Soy will be to demonstrate that soy can satisfy the diverse tastes of a broad market while providing a unique and memorable dining experience.
The Mount Soy team is confident that their innovative approach will resonate with consumers and pave the way for a new era of sustainable dining. As the countdown to the Brooklyn opening begins, the culinary world awaits the chance to taste what Mount Soy has to offer.
Will Mount Soy usher in a revolution in sustainable cuisine, or will it struggle to break through to the mainstream? Only time will tell. But one thing is for certain - the culinary landscape is about to be shaken up by Kimbal Musk and his vision of a world where soy reigns supreme. ❖
Flora Pilso is food critic at the Los Angeles Times and author of Their Own Best Creations: Chefs in their own Words (Bainbridge Press, 2018).
by T.K. Ghosh, A.K. Basu, and D.K. Adhikary (2018).
This paper explores the potential of soybean cultivation to reverse the effects of climate change through increased carbon sequestration and reduced greenhouse gas emissions.
by L.C. McHugh, M. Potts, and P. West (2017).
This study examines the potential positive upstream impacts of soy-based foods on the well-being of farmers, including improved income stability and reduced vulnerability to market fluctuations.