Kevin O’Leary is not known for second chances.
But on the latest episode of Shark Tank, the veteran investor did exactly that — and the founders of Nude Foods Market walked away with a life-changing deal because of it.
Verity Noble and Rachel Irons entered the Tank asking for $250,000 in exchange for 5% equity in their Colorado-based zero-waste grocery store. The concept is simple but ambitious: customers buy produce, snacks, and premade meals packed in glass jars, then return the empty jars to the store on their next visit.
O’Leary was not convinced. He told the founders the level of operational excellence needed to scale their model nationwide was almost unthinkable and promptly declared himself out.
Then Robert Herjavec stepped in.
The Moment Everything Changed
GettyHerjavec offered Noble and Irons the $250,000 they came in for — but for a 20% stake instead of 5%. It was a significant ask, but it was enough to bring O’Leary back to the table.
The Shark Tank veteran offered to split the deal 50/50 with Herjavec, and Nude Foods accepted. What started as a dismissal became one of the more dramatic reversals of the season.
O’Leary had raised concerns about the scale of their ambitions earlier in the pitch. But once the deal was on the table, Noble reflected on what ultimately won both sharks over.
“They’re taking it to their followers and making it normal, like this could be your day-to-day shopping,” she said.
What the Founders Said After
GettyNoble and Irons did not walk out of the Tank without reflection. Irons acknowledged the deal came at a cost.
“Giving up a little more equity than we expected, it hurts a little bit,” she said. “But we really want to make a big business, and we’re OK having a smaller piece of a bigger pie.”
That mindset has defined Nude Foods from the beginning. The two founders started the business with just $8,000, pivoted to delivery-only during the pandemic, and have since grown to two Colorado locations with 500 paying members. They raised $1 million through crowdfunding before ever stepping into the Tank.
The Shark Tank deal is not yet finalized and remains in due diligence. If it closes, Noble and Irons plan to use the investment to ramp up marketing and expand their footprint across Colorado, with City Park, Highlands, and Cherry Creek among the neighborhoods already on their radar.
For two founders who started with almost nothing, O’Leary’s change of heart may have just changed everything.
Shark Tank airs Wednesdays at 10 p.m. ET on ABC. Episodes are available to stream the following day on Hulu.
