Mushrooms are having a moment. But as the functional shroom category booms (think mushroom coffees, teas, powders, supplements, chocolates, blends and super blends), what does it mean to a myco-curious audience who still associate mushrooms with grilled cheese or magic (the illegal kind)?

In this session, ICG member Jess Jorgensen (Cultural Strategist and Mycophile), with Kim Townend (Social listening-fuelled Cultural and Social Strategist) unpack the order and chaos of functional mushrooms, and how brands can avoid shroom boom… to bust.

Why attend?

• Substantial global interest and investment in this fast-growing category (projected $136bn market value by 2032)
• Big brand interest in capitalising on mushrooms (e.g. in health & wellness, food, pet food, beverages, apparel, retail, cannabis, beauty)
• Niche category exploding into mainstream; learnings can be applied across similar categories
• Mushrooms are fun!

More about Jess here

More about Kim here

Register for this webinar here