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When Shark Tank viewers meet James Barry, they’ll see a chef on a mission. His product, Pluck, is a nutrient-packed superfood seasoning that aims to make healthy eating as easy as shaking salt and pepper. But what inspired it wasn’t a business plan — it was a family emergency.
Barry’s young daughter was once struck by a life-threatening Shiga toxin, a rare infection that left her dangerously weak. “It was terrifying,” he recalls. “My wife and I struggled to get nutrients into her — it was a real wake-up call.”
When she recovered, Barry vowed to create a simple way for families to get essential vitamins and minerals without overhauling their diets. “That experience left me determined to make a functional food product that anyone could eat and benefit from,” he says.
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From Celebrity Chef to Superfood Creator
Before founding Pluck, Barry spent more than two decades as a professional chef, cooking for stars like Tom Cruise, George Clooney, and Barbra Streisand. His focus has always been comfort food made healthier.
He admits he didn’t grow up eating organ meats himself. “Between the ages of 5 and 15, I had a PB&J sandwich for lunch every single day,” he says. “I didn’t eat my first taco until college.” But as a father and nutrition advocate, he became fascinated by the nutritional power of organ meats, often referred to as “nature’s multivitamin.”
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Pluck blends grass-fed, grass-finished organ meats from New Zealand cattle with herbs and spices to create a delicious umami seasoning that delivers essential nutrients — without any off-putting flavor.
“It’s the perfect gateway to organ meats because it doesn’t taste like organ meat,” Barry says. “What you taste is the savory deliciousness of umami.”
Available in flavors like Zesty Garlic, Mild Spicy, and Pluck Pure, the blends are designed for everyday use on everything from eggs to soups and smoothies. They’re keto, paleo, low-carb, dairy-free, and gluten-free — and made from humanely raised, antibiotic-free cattle.
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A Return to Ancestral Nutrition
Barry believes Pluck is part of a larger movement toward nose-to-tail eating and regenerative agriculture, which prioritizes soil health and sustainability. “When we only eat muscle meat, we miss out on the whole-animal benefits,” he explains. “Like supports like, and organ meats are nature’s original superfood.”
Pluck, he says, is “nutrition in a pinch” — a simple, modern way to reclaim ancient food wisdom. “You don’t have to give up your favorite meals,” he adds. “Just sprinkle on Pluck, and you’ve instantly made your food more nutrient-dense.”
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