Musheez

19/02/2026

Proud moment for our team in Pillapalu, Estonia

Natural Chaga OÜ (MUSHEEZ) has been recognised in Estonia’s Gasell 2026 / Äripäev TOP data as:

#42 largest food company in Estonia

#3 fastest-growing food company in Estonia

#1 fastest-growing food supplement company in Estonia

#1 fastest-growing organic certified company in Estonia

Over the past couple of years, we deliberately repositioned from selling branded products to becoming a European private-label supplier of functional mushroom extracts and ingredients. That strategic shift has paid off:

~90% of sales are exports supplying 60+ brands across 30 European countries and production capacity increased 10x in 3 years (currently using about 25% so plenty of room to support more clients.)

This recognition belongs to our incredible team and to the clients and partners who trust us to deliver consistently, with quality and transparency at the core.

We’re excited about what’s next: strengthening our reputation, expanding our portfolio, and moving into new food categories beyond supplements.

24/12/2025

We don't usually share the MUSHEEZ newsletter publicly but it's Christmas :)
Enjoy our December edition with new product announcements, industry news and views and more.
https://zwkab7dq.webcopy.smai.ly/post?mid=HPrumP5rb&oid=10564&sig=521ca2a62feac83c8d8a64cb91ea01419922472d6e5c37b890f4474d1773e809

1. MUSHEEZ® PureMushroom™ organic extract capsules are finally available (group pic). A big quality improvement as they now contain our PureMushroom™ organic extract powders. They are available in black pots of 60x400mg (MUSHEEZ branded, unlabelled or with your own label.) and loose in bags of ...

12/12/2025

12.6 million, a total expansion of 44.7%, and a healthy CAGR of 3.6%. The industry is expected to grow nearly 1.45X over the decade, supported by rising health consciousness, expansion in functional foods, and widespread adoption of natural, clean-label ingredients across nutraceuticals, cosmetics, and wellness applications.

Demand for chaga mushroom powder in the UK is entering a strong growth phase, increasing from USD 28.2 million in 2025 to USD 40.8 million by 2035. This represents an absolute rise of USD 12.6 million, a total expansion of 44.7%, and a healthy CAGR of 3.6%. The industry is expected to grow nearly 1....

18/11/2025

Looking forward to meeting old faces and new in Sweden this week. Visit us at the Nordic Organic Expo
https://www.nordicorganicexpo.com/products/musheez-puremushroom-extracts/

24/10/2025

MUSHEEZ® PureMushroom™ organic extract capsules will be launched at the Nordic Organic Expo.
Meet us there on the Organic Estonia G37 stand.
Register here for your free ticket to Nordic Organic Food Fair & The Good Food Fair.
These new capsules are EU Certified Organic and contain our very special PureMushroom™ organic extract powders.
A real upgrade in quality with only a minor price difference compared to the current range.
https://register.visitcloud.com/survey/1k6g45no2ia0r?actioncode=NTWO000124NTA&partner-contact=11djdcuro4qu9&verifier=POGM3btADLHPW4Z7YTuAk0UIWSs

17/10/2025

From Baseline to Breakthrough: The Role of β-Glucans in Next-Generation Mushroom Extracts

We were planning to write a report but ran out of time so a blog post will have to suffice.

A report published recently by KÄÄPÄ Biotech, one of the key European players in our fledgling industry, argues that the functional mushroom industry has leaned (too) heavily on β-glucan content as a universal quality metric, and calls for a “scientific reset”. They urge that species-specific bioactives (such as triterpenes, hericenones, cordycepin, etc.) deserve equal or greater emphasis.

We agree and dig deeper...

Enjoy.

Mushroom extracts are surging in popularity across functional food, nutraceuticals, and wellness. Old news already. Yet as the industry matures, so must our metrics of quality. A report published recently by KÄÄPÄ Biotech, one of the key European players in our fledgling industry, argues that the...

10/10/2025

We love AI at MUSHEEZ but how we use it matters.
It must be used responsibly and transparently for positive outcomes.
So we have created a responsible usage policy.
Feel free to use this as in inspiration for your own responsible AI policy.

Check it out.

We love RESPONSIBLE AI usage Created 10 October 2025 At Musheez, we believe technology should make work smarter, not replace the people doing it.We use artificial intelligence (AI) tools in our day-to-day work to help with research, writing, design, and communication — much like using any modern d...

09/10/2025

As we are growing fast, we are hiring in Estonia. Not remote work.

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...