Umaro Foods, a California-based startup producing plant-based bacon using proprietary technology and seaweed protein, has announced it has received an undisclosed investment from 12-time NBA all-star Chris Paul.

The investment was made in order to aid the company to expand across the US to more restaurants.

Umaro’s bacon is expected to debut at New York City bodegas from September 16th onwards in collaboration with Plantega. Other locations currently featuring vegan bacon include LA’s Crossroad Kitchen, Loopholes in Atlanta, and NYC’s VeganHood.

Analyst QuickTake: Chris Paul has been an avid investor in sustainability-related ventures. He invested in plant-based seafood startup Current Foods in June 2022 and has invested in the plant-based dairy and egg sector in the past as well. Other celebrities who have invested in the plant-based sector include Natalie Portman ( Tender Food , La Vie , and Mycoworks), Leonardo Di Caprio ( Beyond Meat , Neat Burger ), Robert Downey Jr (MyForest Foods, Motif Foodworks ) and Lewis Hamilton (co-founded Neat Burger).