The popularity of exotic mushrooms is rapidly increasing. “To keep up with growing consumer demand, we are expanding our growing capabilities,” says Mark Kreiner, Outside Sales Coordinator, with Mother Earth Organic Mushrooms. Lion’s Mane especially shows tremendous growth, both in conventional and organic applications. “In addition to food retail, we are seeing volume growth migrating over to foodservice with demand for 3 lb. cases increasing. Although coming from a lower volume base than traditional white and brown mushrooms, we witnessed an increase in demand of 200 percent in the past 15 months,” Kreiner shared. This year, another 100 percent growth is expected. Mother Earth is getting a lot of repeat sales and inquires for Lion’s Mane, but other exotic varieties like Royal Trumpet and Maitake are also seeing an increase in demand. “While Shiitake is the number one consumed exotic variety, these three varieties are becoming more mainstream.”
Different growing process
White and brown button mushrooms will continue to be the volume drivers. “Their base volume will always be there, but the exotic varieties will add incremental value to the category,” Kreiner said. The way exotic varieties are grown is very different from traditional varieties like button mushrooms. “It’s a completely different growing process.” Lion’s Mane and King Trumpet are grown in bags that are inoculated with spawn. They can be harvested about six to eight weeks after inoculation, simply by cutting the mushrooms off the bag. After harvest, new mushrooms will continue to grow. The Shiitake variety on the other hand is grown on pre-made sawdust logs. All exotic varieties require a high-humidity environment and are grown away from white and brown button mushrooms.
Lion's Mane growing in bags.
Improving memory
Driving the demand for exotic mushrooms is consumer awareness. “As a result of Covid, consumers increasingly care about health. They want to maintain healthier lifestyles and are moving away from eating processed foods.” Instead, consumers prefer to eat food in a natural state. “Mushrooms fit perfectly in that healthy diet.” According to a study from the University of Queensland, the Lion’s Mane mushroom has unique health benefits that are causing a surge in demand. Lion’s Mane has a significant impact on the growth of brain cells, boosting nerve growth and improving memory. In addition, the variety is said to reduce depression and anxiety.
New website
In line with increasing awareness, today’s consumers increasingly research the products they buy and eat. More and more consumers get information out of the QR code on a package or they Google background information on a product. “They would like to know where a product is grown, who is growing it, and how it is grown,” Kreiner commented. To become more relevant to today’s consumer, Mother Earth has recently refreshed its website. “It is more relevant, easier to navigate, and addressing today’s customer’s interests in mushroom attributes.
Snapshot of product photo on new website.
For more information:
Mark Kreiner
Mother Earth, LLC
Tel: 610-268-5904
[email protected]
www.organicmushrooms.com