NotCo CEO: Matias Muchnick

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“We don’t understand the food that we eat. We don’t understand the world of plants that we have.”

Matias Muchnick is the founder of NotCo, a fan-favorite in the plant-based food industry that caught the eye of Jeff Bezos. When Ash sat down with the Chilean it was some content we couldn’t get enough of. He happily took us through the feel-good journey of his come up. Matias admits that he is an extrovert right off the bat as he tells Ash that he was a happy and outgoing kid growing up in Chile—sometimes at the expense of his teacher’s last nerves. A lover of sports, his competitive spirit is what got him anything in life—along with his family, of course.

“I think one of the very underestimated abilities or privileges of an entrepreneur is having a very supportive family.”

A key recurrence in the interview was the emphasis on the incredible influence of a strong and supportive family. He describes his family as a “finance family” but with his mother being a photographer, Matias takes a more creative approach to his work while his brothers forged their own success through being more reflexive and numbers-focused. Matias found himself in the world of finance but was so much more enthralled with the clients he would meet and the stories of their successes were magic to the banker. While his family remained business-savvy, Muchnick wanted a more adventurous and purposeful endeavor as an entrepreneur, not finance.

“My job was to make rich people richer…and I wasn’t fulfilled at all…I would hear the stories of these entrepreneurs, I wanted to be able to tell my kids a story like that!”

A long period of trial and error ensued before NotCo was finally born. One of the most entertaining parts of this conversation came in story form as Matias recalls how NotCo won the investment of Jeff Bezos through a star-aligned mutual acquaintance and has since become available in Whole Foods across the country. Don’t miss it!

Listen to the full story on our podcast!

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