‘Shroom Boom: The Rise of Functional Mushrooms

Jun 7, 2021

So you want to know what the hype is all about. You’ve come to the right place.

Thousands of years ago, indigenous people across Russia, Asia, and Scandinavia discovered a black, charcoal-like material on the sides of birch trees. Intrigued by its utter weirdness, they scraped it off the trees, steeped it for hours, and drank it. Not bad, they thought. Over the next millennium, people across Eastern Europe, Asia, Canada, and the U.S. reaped the benefits of the mighty Chaga ‘shroom, extracting it in bone-chilling temperatures and transforming it into the fungus of the future.

They were barking up the right tree. Their beloved chaga went from odd-looking growth in medieval forests to sexy wellness staple in Los Angeles, New York City, and beyond.

Now, it’s in Kourtney Kardashians to-go cup, it’s on Gwenyth Paltrow’s radar, and on the menu of thousands of coffee shops and cafes across the U.S. In the not-so-distant future, the mushroom market is predicted to explode even more—billions and billions of racks in revenue more.

There are many reasons why Chaga has risen in popularity. We live in the era of hyper-awareness. Of mass information dumps. We know where everything comes from, how it’s made, who it’s made by, what their birth chart looks like. We have morally become what we eat, which has rapidly affected the way we consume. For better or for worse, our choices aren’t black and white, yes or no. They’re sustainable or cheap, ethical or immoral, natural or fake. They’re what you believe in, or perhaps more importantly, what you stand against. 

The pandemic has pushed us all to uncomfortable places. We’re no longer just looking for ways to be physically healthier. We have reached new heights, all searching, desperately, for ways to become healthier in the brain, too. We are not alone on this front. The proof is in the pudding: highlighted in USA Today, mushroom coffee has seen a 471 percent year-on-year spike in Pinterest searches, and in 2020 alone, mushrooms saw a 46% increase in sales. We’re talking a whopping $14.7 million in revenue.

Like the plant-based milk movement that exploded (thanks to the realization that the Earth is suffering because of our choices), the medicinal mushroom movement is here to shake up how we take our coffees. It’s here because people have finally realized how fragile the mind is and how connected our brains are to our bodies. In the midst of a world in turmoil, we became so busy with fixing things that we forgot to take care of ourselves.

Call it a trend or call it a mass realization, self-care has become a huge part of our lives. Times are tough. The struggle is real. People are opening up and there is no longer a stigma around mental health. Rather, younger generations are embracing the discussion and welcoming the solutions with arms wide open.

But we all know mental health isn’t the only thing on the customer’s mind. Thanks to the constant onslaught of behind-the-scenes dirt and tea, people care about good quality products. They want to know that what they are using, eating, and drinking is a part of the solution rather than the problem.

Luckily, we’re an open book. Our ingredients are sourced ethically, grown over a long period of time with a deeply-rooted love for the mushroom kingdom. For more dirt on what our stuff’s made of, head to our blog here. Yes, we want your customers to reap the health benefits of the Chaga mushroom, all while jumping onboard the future of wellness and coffee as we know it today. We want you to believe in our goods the way we do, the way the market is predicted to shift.

We realized that Rome wasn’t built in a day. And until Rome is fully built, we’ll be here, ready to answer all your shroom-based questions.

Is it true that some shops are bringing in an extra $2-3k per month from Chagaccino’s alone? Yup. Is it also true that we’ll hook you up with some FREE product and marketing materials to test out? Yup.

If you’re interested in learning more about the future of medicinal mushrooms or want to try the supply, hit us up at info@drinkrenude.com. We got you.

Brandon Renude Chaga Founder

About the Author

Julie Pry
Julie Pry is a creative based in New York City. Outside of mushroom coffee prose, Julie likes riding her bike, listening to music, painting, and grabbing beers with the bros.