Musheez

02/09/2025

We have been in the news a fair amount in recent months.
Here are some links if you missed the articles.

30/08/2025

Will you be at the All Things Fungi Festival in the UK on Saturday September 13th?

I will.

If you are an exisiting MUSHEEZ client, partner or want to discuss potential collaboration then lets meet up for a quick chat.

Please DM me.

I am only there on the Saturday.

The 2025 All Things Fungi Festival lineup is here: fungi experts, artists, live performances, and immersive nature experiences.

26/08/2025

Is Reishi still the ‘Queen of Mushrooms’ in the eyes of the consumer?

Reishi has long held a dominant position in the medicinal mushroom market, but with younger consumers seeking immediate effects that the variety cannot offer, will it be able to continue its popular trajectory?

I gave my views to the media. Enjoy.

Reishi, long hailed as the ‘Queen of Mushrooms,’ faces growing competition from fast-acting functional mushrooms like Lion’s Mane and Cordyceps. As younger consumers seek immediate wellness benefits, the future of Reishi in the adaptogenic and medicinal mushroom market is being redefined.

25/08/2025

It seems my comments to the media have ruffled a few feathers.

Until someone shows me independent data I will remain an anti-fan of MOG mycelium-or-grain products because our tests have shown low amounts of compounds of interest (compared to liquid mycelium fermations or fruiting body extracts).

MOG producers are welcome to prove me wrong.

Go ahead.

In the meantime check this - EFSA: Phoenix oyster mushroom mycelium is novel.

Phoenix oyster mushroom mycelium has been officially classified as a novel food by German authorities, triggering regulatory hurdles for its use in functional products. Unlike the well-known fruiting body, this lesser-studied fungal material must now undergo safety assessments before entering the EU...

18/07/2025

Our thoughts on the future of lion's mane mushroom extract ingredient and food supplement markets in Europe.

Long celebrated for its cognitive benefits, the lion’s mane mushroom is gaining renewed attention, but not just for boosting brainpower.

17/07/2025

Why Don’t Extraction Ratios Accurately Reflect Quality in Mushroom Extracts?

Extraction ratios like “10:1” or “20:1” are common in marketing — but they’re often misleading and don’t reliably indicate quality. Here's why:

1. Extraction Ratios Tell You Nothing About Bioactive Compounds
A “10:1” extract means 10 kg of raw material made 1 kg of extract. But it says nothing about what was actually extracted — bioactives like ganoderic acids, beta-glucans, or hericenones, or mostly starch and degraded biomass.
Without chemical analysis, the ratio is meaningless.

2. Poor Starting Material = Poor Extract
High ratios can come from:
๏ Low-quality mushrooms
๏ Substrate-grown mycelium
๏ Reused or “spent” biomass
Even a 20:1 extract is weak if the starting material is bad.

3. Weak or Inappropriate Extraction Methods
A high ratio doesn't mean effective extraction. Little is gained if:
๏ Temps are too low
๏ Extraction time is too short
๏ Wrong solvents are used
Water extraction can yield triterpenoids like ganoderic acids (if optimized). LC-MS proves it.
Alcohol isn’t always essential. Water extracts can contain ganoderic acids under high-temp or long-duration methods. Claims that they contain “zero” triterpenes are outdated.

There are many recycled myths in mushroom extract marketing. One favorite: chaga “fruiting body” extracts — despite chaga not being a mushroom and not producing visible fruiting bodies used in supplements.

These myths persist because people repeat what others say. We did too. But no longer. We want data, not dogma.

4. Extraction Ratios Can Be Manipulated
Let’s not detail shady tricks used by unethical processors. The point:
๏ A 5:1 extract could be rich in triterpenes
๏ A 20:1 could be mostly bitter fibre

What Actually Matters:
๏ LC-MS quantified compounds (ganoderic acids, hericenones, etc.)
๏ NMR species validation, purity, fruiting body content
๏ Organic certification
๏ Transparency: Real data > marketing claims

If you're making, researching, or buying mushroom extracts, ask for independent analytical data (LC-MS, NMR). If budgets are tight, HPLC and HPTLC are also valid.

27/06/2025

Watch my presentation "Mushroom Marketing BS: Myths, Fillers & Fungi Fakes" from Hololife Biohacker Summit
https://vimeo.com/1095261202/82b5fc5f1d

23/06/2025

On my way to Vienna for a few days to participate in, and speak at, the Active Nutrition Summit about the role of functional and medicinal mushroom extracts in supporting a healthy, active lifestyle

Active Nutrition Summit 2025 - Partners Profile page

15/06/2025

On stage at Hololife Summit solutions stage at 11.05 to demystify mushroom marketing BS and define potential new quality standards for mushroom extracts. https://hololifesummit.com/2025europe/program/

12/06/2025

“If you’re playing in the European nutraceutical market, you’re in the right place.

47% of European consumers take supplements.

Europe isn’t just keeping pace with global
innovation, it’s leading the charge – outpacing
North America and Asia Pacific in new product
launches.1 And with the market projected to soar
from USD $83 billion in 2025 to USD $111.83
billion by 2030,2 it’s only getting stronger, making
it one of the most lucrative in the industry.

This growth isn’t happening by chance. European
consumers are proactive when it comes to their
health in response to rising lifestyle-related diseases,
creating considerable demand for functional foods,
beverages, and supplements. Like most regions
worldwide, the population in Europe is ageing
too, with 21.3% of citizens currently over the age
of 65 (and life expectancy rising).3 Given this,
the appetite for healthy ageing, immunity, and
cognitive health products is only set to rise.
This offers unique opportunities for nutraceutical
brands – near and far – to capture market share in
Europe’s thriving wellness economy and leave a
lasting mark on the broader nutraceutical landscape.”

Note from editor
Francesca Berry, Head of Content
Programming, Informa Markets
Source< Vitafoods Europe 2025 Trends Report

09/06/2025

If you are going to Hololife Summit in Tallinn then come and say hello on the MUSHEEZ stand and check out our new mushroom extract products available at discount prices. (Bring cash, we don't accept cards.)

Robin will also be speaking on the Solutions Stage on Sunday morning about: Mushroom Marketing BS: Myths, Fillers & Fungi Fakes

Also available on the MUSHEEZ stand are hard copies of the groundbreaking report: Elevating Mushroom Extract Quality -
A Science-Driven Approach to Transparency and Efficacy which you can also download for free here: https://drive.google.com/file/d/1X0rtWQUV7Ql-5t3co-xJrVvZLK5ud8RB/view?usp=sharing

Check the full program at https://hololifesummit.com/2025europe/program/

03/06/2025

A little reminder. A lot of opportunities for our 50+ European client brands in the mushroom extract category