Feature: Unearthing Nature’s Apothecary

Used for millennia in natural healthcare, mushrooms are causing a stir in mainstream wellness, but these sustainable ingredients have the capacity to expand into diverse market sectors, Jane Wolfe discovers.

Similar to CBD a few years ago, functional mushrooms are having a mainstream moment, but, as is invariably the case with wellbeing trends, they’re already firmly entrenched in health stores.

For Jackie Coldwell, co-founder of Therapy Organics and fledgling supplement brand YourGut, functional mushrooms are established best-sellers, with lion’s mane and reishi topping the charts. “We stock brands including Living Planet, Terranova, Viridian and the wonderful Hifas da Terra,” she says, also rating British brand Myconutri, the brainchild of Martin Powell, author of Medicinal Mushrooms — A Clinical Guide.

These natural wonders can be divided into two categories: medicinal, containing compounds that provide specific health benefits; and adaptogenic, which help the body manage stress. Coldwell cites immune health as the primary reason her customers seek out mushrooms, followed by nervous system health, anti-inflammatory support and digestion. Mushrooms also play a part in Coldwell’s YourGut supplements, with reishi incorporated into the Defence immune health product, and the next launch featuring wood ear, ‘a lesser known mushroom with incredible properties’.

Quality assurance

With a surge in demand comes a raft of new products which vary significantly in quality and efficacy, making it tricky to navigate the sector. “We’re witnessing an exponential interest in functional mushrooms, with the market projected to double in the next five years,” state DIRTEA founders, brothers Andrew and Simon Salter. “It’s crucial for consumers to understand that not all mushrooms are created equal. They need to be aware of how mushrooms are grown, produced, tested — the entire supply chain involved to ensure efficacy, purity and potency. Continuous education remains key to helping more people integrate these natural wellness solutions into their daily lives effectively.”

Coldwell encourages consumers to seek advice from health stores or trained practitioners who can provide guidance, adding that she is ‘very picky’ about the brands she stocks which is why she’s ‘always keen to know the people behind the brands’.

The flavour factor

Taste can be a major factor in consumer reluctance to using functional mushrooms. “Many people associate mushrooms with a strong, earthy flavour they might not find appealing,” admit the Salters. DIRTEA’s solution? Four naturally flavoured gummy SKUs with additional vitamins and minerals: Chaga to support immunity and energy; Lion’s Mane for cognitive function, memory, nervous system regulation and mental clarity; Cordyceps to reduce fatigue, maintain vitality and bolster endurance; and Tremella to boost synthesis of hyaluronic acid and collagen for healthy skin, hair and nails.

Coldwell notes that many drinks incorporate other components to make mushrooms more palatable. “These include matcha lattes with lion’s mane, evening cacao drinks with reishi and energy coffees with cordyceps. I love the taste of lion’s mane and cordyceps ... but reishi is a little more challenging, so I include other ingredients. If someone really struggles with the taste, I’d opt for a clean capsule format.”

“We’re witnessing an exponential interest in functional mushrooms“

Positive spin

In 2023, driven by his own ADHD diagnosis, jrny co-founder Jamal Ayton-Brown formulated The Shruum blend after researching which natural ingredients might help the neurodiverse community.

The coffee alternative — incorporating lion’s mane, valerian root, magnesium, Bacopa monnieri, Panax ginseng, ginkgo biloba and pine bark — is designed to support executive function by promoting and regulating levels of dopamine (the deficiency of which is the primary cause of many ADHD symptoms, says Ayton-Brown), serotonin and norepinephrine in the brain, improving motivation, focus, clarity of thought, mood, memory and energy.

While acknowledging that ADHD is a spectrum — with symptoms and their severity varying from person to person – and can be extremely debilitating, he created The Shruum to harness the less communicated positives of ADHD. “The viewpoint of society tends to fall into one of two categories: ADHD doesn’t really exist and the symptoms are minor concerns that all of humanity shares; or, people with ADHD are impulsive, irresponsible, lazy and stupid. In actuality, ADHDers tend to be extremely quick thinkers, strong communicators and can hyperfocus on the things they love, which helps in mastery of those things.

“Personally, I try to manage my life in a way that leans into the positives and integrate lifestyle habits such as cold showers, meditation and The Shruum which help to keep my mind operating as close to peak as possible.”

Diverse future

“The field of mycology is rapidly expanding, with ongoing research uncovering new therapeutic properties and applications,” say the DIRTEA founders. “As scientific understanding deepens, we can expect to see more evidence-based insights into the potential health benefits of mushrooms.”

Mushrooms, with their sustainable credentials, are making their mark in skincare, beauty, leather and meat alternatives, biodegradable packaging and agroforestry systems. “The possibilities are endless,” say the Salters. “Mushrooms will become increasingly prevalent across diverse market sectors. As we delve deeper into the realm of mycology, mushrooms continue to captivate with their versatility, sustainability and immense potential for positive impact.”

An organic cuppa

Maddison Crerar, marketing manager, innovation, at Organic Traditions, agrees that the increased popularity of mushrooms has necessitated careful brand selection. “Opting for organic and third-party tested products ensures safety and efficacy in mushroom supplements,” she says, adding that Organic Traditions’ suppliers must meet stringent standards. The brand’s functional mushroom line utilizes an increasingly popular format: coffee. Its four-strong collection of Instant Mushroom Coffee provides an easy way to get a fix of both, while negating the jittery effects of the brown bean, with a choice of Focus Fuel, Endurance Fuel, Mocha and Dirty Chai — the latter two café-style varieties offering a five-mushroom blend of chaga, reishi, cordyceps, turkey tail and lion’s mane.

By Jane Wolfe, sub-editor and features writer