56 What are your most popular products? The Grow Your Own kits are our bestselling, Lions Mane is the most popular choice and we have just launched Fresh Lions Mane (delivered in a beautiful box) direct to the consumer, which is flying in its first few days – people are demanding this amazing mushroom to eat. Have any styles taken you by surprise with their popularity? Nothing has taken me by surprise however I can let you know there is a huge hobbyist movement for growing mushrooms. We supply Mushroom Cultivation supplies and the increase in people pursuing this as a hobby is fantastic to see. How do you keep your designs fresh and current? Do you follow trends? I am so fortunate to have such a diverse and creative team and we have more ideas than there are hours in the day to pursue them all. Trends do matter but it’s the shared passion for sustainable and ethical solutions that binds us all. It’s amazing to be inspired by everyone’s commitment to this. What sets you apart from your competitors? The mushroom industry is really inclusive and there is a co-operative spirit. I don’t think we set ourselves apart from anyone – we try to stay true to our values and focus on what we do. There are a lot of great businesses in the same space as us who do different things to us and we take a lot of inspiration from seeing how the mushroom industry is evolving. What are some stand-out moments since the company launch? It’s been 4 years since we launched and if I had to highlight three important milestone moments I would say: • Building our Fruiting Room and harvesting our first ton of Lions Mane, which from start to finish took three months – we surprised ourselves! • Our first trade show, Glee, gave us the validation that our Grow Your Own Kits could work in a retail environment, and we started to find retailers which obviously every business needs. • Finally, we have just launch our Fresh Organic Mushroom door to door service and it was a moment where everyone in the business played a part and we delivered a stunning product and presentation box that is now the benchmark standard that we will adhere to with future new product development.
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