This webinar has been generously sponsored by Indeemo
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