While traditional market reports focus on volume, CAGR, and supply chain metrics, at The Edible Mushroom Report we look at how consumers are buying, using, and thinking about mushrooms—right now.
We look at the industry through the eyes of the customer. We put their interests first.
Here’s what we’ll be tracking in each issue:
- Seasonal shifts in consumer preferences (e.g., Q1 wellness, Q2 grilling)
- Trends by variety (shiitake, oyster, lion’s mane, etc.)
- Format preferences (fresh, prepped, dried, blended)
- Influences from social media, retail innovation, and food culture
- Regional and generational consumption differences
- Strategic implications for growers, brands, and retailers
Who is The Edible Mushroom Report for?
Mushroom growers, retailers, distributors, product developers, and marketers.
And who am I?
My name is Nick Usborne. I’ve been working in the consumer marketing world for over 30 years. More recently, I am the founder and principal writer of the Incredible Mushrooms website. As a result, I’ve been deeply connected with mushroom lovers and mushroom buyers for the last 5 years. I hear what they say. I hear what they want.
What is our plan?
Our ambition is to become North America’s most valued resource for consumer-centric reporting in the fast evolving market for edible mushrooms.
If you have any questions to ask or suggestions to make, please reach out to us through our contact page.
Nick Usborne
Montreal, Canada
