The Functional Mushroom Boom Has a Trust Problem

By Matthew Eaton
Chief Beverage Officer & Founder

We’ve talked a lot about how and why we started Sēkwl - to bring the benefits of functional mushrooms to people in a way that avoids supplements and enhances hydration. We’ve learned so much along the way and are working to always be your trusted partner in the mushroom world. 

We can’t be that partner without recognizing the challenges that the mushroom boom faces, and sharing with you insights into what we are doing and what it all means. 

One thing we know for sure: The problem isn’t mushrooms. 

The Category Is Growing Fast. Faster Than It Can Explain Itself.
There’s no denying that functional mushrooms are having a moment.

They’re showing up in beverages, powders, coffees, and capsules. New brands are launching constantly. Retailers are carving out space. Consumers are curious.

But here’s the tension: The category's growth is outpacing research, and marketing messages aren't always grounded in science. 

Within the mushroom buzz, you’ll hear things about the different species, benefits, processing techniques, and the different parts of the fungi. And there are heated debates surrounding each one of these areas - especially processing techniques and benefit claims. 

And rightfully so. 

I am not a mycologist, doctor, nor an herbalist. I am a beverage founder, a supply chain operations expert, and a sustainability expert. I look to experts far wiser than I am, and then I read the science. 

I would encourage you to look for information from trusted industry names - I follow a variety of researchers and holistic sources. To follow along, you’ll definitely want to understand the following terms: 

• Fruiting Body - the visible part of the mushroom - above ground - what you normally think of as the mushroom
• Mycelium - the underground network of fungal hyphae, which are pure white filaments and are how the organism consumes nutrients. 
• Extract - typically either a liquid or powder that contains the bioactive compounds that were within the mushroom and were removed for use in supplements, beverages, etc. 
• Spore - the microscopic reproductive unit of mushrooms, sort of like a plant’s seed.

The importance of trust and transparency
When everything claims to help with everything, people stop believing anything.

Dig in, read up, and then all of this world will still be clear as mud.

What I can tell you with certainty is that Sēkwl joined the American Mushroom Institute for a reason - to stay very close to the industry and the research. We are constantly reviewing extracts for quality and have invested in testing so we can begin verifying results, rather than simply taking the word of the extract manufacturer's claims. Much more to come here.

Functional mushrooms are way too promising to just die in a web of consumer distrust. 

Consumers aren’t wrong to be skeptical - there are many cases of knock-off extracts, especially in common online marketplaces. Quality mushrooms and quality products that include mushrooms, like Sēkwl, are not cheap. The mushrooms we bring to you in every can are of very high quality and represent the most expensive part of our beverages! But we believe in quality, and will not compromise those standards, ever.

So What Happens Next?
The functional mushroom category will keep growing.

The question isn’t whether it expands. It’s how.

We choose to be part of the story of growth with responsibility. Even if that means we back down on claims. We are on this journey together - and I commit to sharing openly with you what I, and the rest of the industry, learn along the way. 

Cheers!
Matthew 🍄❤️