🦁 Hy-five: Estonia's Musheez, Lion's Mane in Supermarkets, Mycoprotein in Schools, Mycomining
Sporadic round-up of mycological research and industry news.
Dear fungal enthusiast,
Deep in the Estonian forest, about as far from the glossy supplement aisles of London, L.A. or Berlin as you can get, something genuinely interesting is happening. MUSHEEZ, a family-run operation based in the tiny village of Pillapalu, has just been recognised as Estonia's fastest-growing food supplement company.
For context, this is a self-funded business operating from a remote forest village, yet it's already supplying certified organic mushroom extracts and ingredients to around 60 brands across more than 30 European countries. The numbers tell you what you need to know: the global mushroom supplements market is projected to hit USD 33.31 billion by 2029, and European suppliers are positioning themselves strategically to capture that growth.
But here's where it gets nuanced. The European regulatory environment for functional mushrooms remains a minefield. Late 2025 saw the UK Food Standards Agency begin enforcing classifications that had been largely ignored for years, forcing several British companies to pull bestselling cordyceps and turkey tail products from shelves.
Simultaneously, the supply side is shifting. MUSHEEZ has secured exclusive agreements with European growers, and the industry is moving away from dependence on Asian sourcing. They’ve published a 38-page report arguing that extraction ratios and polysaccharide percentages, the metrics plastered across most supplement labels, often tell only half the story.
The details reveal a company thinking several moves ahead.
⚡️ Here's what we found. ⚡️
#1 From Niche to Mainstream: How UK Lion's Mane Producer Capitalises on Functional Food Boom
Urban Farm-Produce is capitalising on converging market forces that favour domestic, minimally processed functional foods. The UK-based producer supplies Lion's Mane mushrooms to major retailers including Sainsbury's, which named them a best product launch for 2025. With advanced growing facilities, organic certification, and plans for expansion, UFP is positioned to lead the UK's emerging functional mushroom sector as consumers increasingly reject ultra-processed alternatives.
⚡️ Learn more here ⚡️
#2 Mycelium-Blended Meat Wins Over American Schoolchildren
Joyn Foods has secured approval to supply its 50Cut blended meat, combining beef with cultivated mycelium, to South Carolina schools through statewide procurement. Student tastings achieved 96% approval for meatballs and 92% for burgers, whilst the product requires 95% less land and 99% less water than conventional beef, offering improved nutritional content including fibre and vitamin D.
⚡️ Learn more here ⚡️
#3 Mycomining: How Fungi Could Extract Rare Earth Elements From Industrial Waste
Researchers at the University of Vienna are developing "mycomining," using fungi to extract rare earth elements from contaminated industrial waste. Fungi naturally accumulate these essential metals through their underground networks and can thrive in harsh conditions, offering potential for environmental cleanup alongside resource recovery. However, fungal concentrations remain lower than conventional methods, making this approach supplemental rather than primary, whilst raising ecological concerns about large-scale deployment.
⚡️ Learn more here ⚡️
#4 Fungi Innovation Gets Its Global Stage: The Future is Fungi Science Entrepreneur Award
The Future is Fungi Award launches its Science Entrepreneur Award to bridge the gap between groundbreaking fungal research and commercial viability. Open to applicants until March 16th, the initiative offers venture-building support, mentorship and investment to scientists turning fungal innovations into scalable startups addressing climate and sustainability challenges.
⚡️ Learn more here ⚡️
Need support? Maybe we can help.
MycoStories works with founders, investors, industry leaders, and research institutions.
Leveraging a global network of subject-matter experts, MycoStories helps founders scale their business, guides investors and industry leaders in identifying high-potential opportunities, and empower researchers to translate their work into real-world applications.
Don’t hesitate to reach-out. If we can’t help, someone within the community will. ✊🏽