I swoon, you swoon, we all swoon for mushrooms!
Though not as beloved as ice cream, this superfood is well-deserving of its own favorable jingle. Considering this rubbery, funky-looking fungi’s polarizing tendencies, it’s surprising to find that the wellness industry is currently all. about. mushrooms. But it’s for good reason and lucky for the anti-shroomers out there, innovation has rendered the earthy flavor and squishy texture optional. From mushroom beer and jerky to skincare and shampoo, this fungus is spreading everywhere – and we’re so here for it.
Mushrooms may be in vogue right now, but their nutrient, medicinal and, some may say magical, properties are far from a new discovery. There is documentation of mushroom use thousands of years ago in ancient cultures around the globe including Central America, Asia, and Europe. Some species’ hallucinogenic properties were used in healing and religious ceremonies, and even to impart strength and stamina before battle. As a vast and precarious species, wild mushrooms have long been a plentiful, albeit risky, food source for scavengers. Those who took their chances with found fungi could be treated to a poisonous death, spongey, but effective sustenance, or one hell of a trippy night under the trees.
Eventually, cultures figured out and documented which species were poisonous, hallucinogenic and edible, allowing eating the fungi to be a bit less of a game of roulette. Then, at some point, a culinary genius sauteed them in butter, paired them with garlic and slathered them on a perfectly cooked steak, and to that person, we should all be forever grateful.
Magic or Medicine?
Ancient cultures knew what was up. Without labs and research, they recognized, and to their ability, effectively used the immense health benefits of mushrooms. Today, we have the capability to truly test, understand and harness those powers to utilize them for an array of ailments, needs, and desires. Over time, we’ve discovered over 270 species of mushroom with therapeutic qualities, indications of immunological and anti-cancer properties, and a number of other potential benefits including anti-inflammatory, anti-viral, anti-microbial, and anti-diabetic properties, antioxidants, and cholesterol-lowering properties – just to name a few!
It should be noted that many of these studies are not conclusive and do not stand as proof of mushrooms as a magical cure-all. Many arrows are pointing in the healing direction for a number of diseases and conditions, but the path is far from clear. Additional testing is necessary before we can officially declare belief in these magic makers.
Mushrooms are also a great source of Vitamin D, which has proven useful in skincare products and vegan diets (apart from the sun, most Vitamin D is found in animal products), and with some varieties boasting a make up of 60-70% non-digestible carbohydrates, aka dietary fiber, these little fungi are a happy companion for gut health.
But, mushrooms are gross.
Yes, they’re a fungus. Yes, fungus is generally off-putting and makes many think of dirty feet or neglected shower walls. Even those who actually like to eat mushrooms can struggle with their fungal family or less desirable texture. Luckily, to take advantage of their numerous benefits, no one needs to subject themselves to chewing on dry, earthy shoe insoles, aka raw mushrooms. Cooking the ‘shrooms actually helps release their nutrients and softens that rubbery composition. Not a cook? Still can’t stand the weird texture? No worries. Plenty of companies are converting these fruitful fungi into innovative products, promising nutrients sans chewiness.
Make Room for the Shroom
How do you take your coffee?
Oat milk, a touch of agave and one scoop of ground mushrooms, please.
That’s definitely not your grandmother’s coffee order. The food and wellness industry is almost unrecognizable these days. Older generations are bamboozled by the vast list of seemingly bizarre ingredients, supplements, and options listed on any given cafe’s menu. Way back when, your cuppa joe configurations included black, cream or actual cow’s milk (blasphemy!), and sugar. Then the 21st Century came about and brought with it autotune (ay, T-Pain), Obama (#Thanks), and an ever-growing list of milk alternatives and superfoods. Formerly unsexy ingredients have found plenty of shine in the spotlight as Americans have literally eaten up everything from kale and chickpeas to pea milk and collagen in the name of beauty and wellness. As a marketing agency with a niche in the food and wellness industries, LMS always has a seat at the table of up-and-coming trends. The next craze-inducing star superfood on the menu? The funky, the fresh, the really fungi: the mushroom.
As stated earlier, mushrooms are popping up everywhere! They are to 2019 what collagen was to 2018. It’s the ingredient everyone is after. In fact, recent projections expect the global mushroom market to more than double (reaching over $64 billion!) from 2015 to 2024. Thanks to increased interest in plant-based everything (though, let’s note that mushrooms are not a plant), alternative ingredients are on the rise. Even short, dirty, lack-luster brown mushrooms can benefit from society’s newfound interest in mother nature’s pantry, and boy, are they ever.
Think of a product, any product, and you’ll likely find a version utilizing fungus.
Furniture? Check.
Housing materials? Check.
Vegan “Leather”? Check.
Packaging? Check.
Not to mention the ever-growing uses in the food, beverage and beauty industries – which we’ll get into a bit more later. Mushrooms are an extremely economical ingredient and substance. Research has shown them to be one of the most sustainably produced foods in the United States. According to The Mushroom Council (if you immediately envisioned a row of old men in Pope-esque attire wearing mushroom-shaped hats, then we are of the same mind.), up to 1 million pounds of mushrooms can be grown annually on just 1 acre of land. Their production uses just 1.8 gallons of water per pound and produces .7 lbs of CO2 equivalent. Comparatively, beef production requires an insane 1,800 gallons of water per pound and 59.6 lbs of CO2 equivalent. To clarify, CO2 equivalent is a measurement that describes how much global warming a greenhouse gas may cause by using CO2 as a reference. We’re gonna go out on a limb and say that Greta Thunberg would be into this innovative mushroom use.
Multi-functional Fungi
Don’t worry, guys – the unexpected uses of fungi doesn’t stop at packing peanuts. It turns out there’s more than one way to eat (or drink) a mushroom and the food and beverage industry is ready to feast. In fact, there’s a mushroom cloud of excitement around these earthy, little growths causing some of the industry bigwigs to take note. Kellogg and General Mills have both recently invested in companies utilizing mushrooms, and it won’t stop there. New brands are emerging featuring meat-free mushroom jerky, mushroom smoothie supplements, mushroom coffee and even mushroom beer. Experimenting with this unlikely ingredient isn’t just for little startups, either. For example, Tröegs, a nationally sold brewer out of Pennsylvania, well-known for award-winning beer including Perpetual IPA and Nugget Nectar, released a small batch Mushroom Ale. No conclusive word on how tasty the mix of hops and shrooms are, but the intoxication quality is probably top notch.
Though fungus and hygiene tend to be polar opposites, your beauty and skincare regimen may also benefit from some fungal influences. The antioxidants and Vitamin D, found in many species can offer protection from skin discolouration and fine lines. Mushrooms can also improve common skin conditions including acne, redness and eczema because of its anti-inflammatory properties. Super trendy beauty brand, Glossier, includes a “mushroom super hydrator” in their Moisturizing Primer, while Origins and Moon Juice each released full lines of mushroom-inclusive products.
Must-Have Mushrooms
There is quite a lot of growth happening in the world of mushrooms, so we’ve scavenged the fungi-full industry forest for the best of the best. We tip our (mushroom) cap to each of these innovative brands:
If anyone’s made mushrooms look sexy, it’s these guys. Their IG feed is total *heart eyes,* and their product lines are *praise hands*. Mushroom Coffee, Reishi Cacao, Superfood Blends and Edible Skincare…is there anything these guys can’t do?
Om puts a little vroom behind their ‘shrooms. Unique blends of their organic mushroom powder offer functionality like Energy, Fit and Beauty, without anything funky added. The versitile powder can be added to just about anything – find recipes for Chocolate Reishi Donuts or Pumpkin Seed Salsa. Y-Omm!
Rubbery texture haters rejoice! Shroom Snacks has taken a commonly disliked food and merged it with one of the world’s most popular snacks, chips! Introducing Mushroom Crisps. All the nutrients, none of the squishy. Shroom also makes mushroom jerky and snack bars.
Looks like bacon. Tastes like jerky. Made from mushrooms. Moku has taken shrooms to a new level with chef-crafted plant-based jerky packing a punch of not only flavor, but nutrients and sustainability to boot. LMS got a sneak taste of these not-yet-released goods, but consumers have a little bit to wait! (Trust us…they’re worth the wait)
Have you found a new way to ‘shroom? What’s your favorite trendy ingredient? We’re always on the lookout for amazing brands to work with and promote. Our roster is killer and our work is topnotch. Check us out here and give us a holler to hear more about our services. Inbox us, yo: imgame@wearelms.com