Introduce yourself.
My name is Seán D McKenna and I'm the founder of Mush Mór, an exotic mushroom producer located in County Monaghan. Our story began in 2020, stemming from my personal discovery of mushrooms while researching sustainable bio-materials. This exploration opened my eyes to the remarkable culinary diversity and health benefits that mushrooms possess. With my background in research, development, and sustainability, I've been fortunate to contribute to our mission at Mush Mór, which is to share the delightful flavours and wellness qualities of exotic mushrooms with more people.What inspired you to join the natural health sector?
I started my journey with Mush Mór driven by my passion for environmental sustainability and the potential of mushrooms. Working with mushroom companies, I developed eco-friendly alternatives to peat and innovative uses for mushroom waste, like in packaging and furniture. Realising the environmental and health benefits of diverse, small-scale mushroom cultivation, I founded Mush Mór. My goal was to make exotic, nutritious mushrooms accessible and affordable in Ireland, blending my commitment to sustainability with the many health benefits of exotic mushrooms.Where did you get the idea for your brand?
The concept for Mush Mór's brand emerged from a desire to stand apart from the exaggerated and often misleading claims prevalent in the natural health sector. While many brands lean on terms like 'magic' and promise overstated effects, we wanted to root Mush Mór in authenticity and scientific integrity. Our inspiration came from the botanical sketches and drawings of the 18th and 19th centuries. These artworks, with their meticulous attention to detail and accuracy, perfectly encapsulated our commitment to science. They symbolised our dedication to bringing honest, healthy, and delicious products to the public at a fair price, reflecting the essence of Mush Mór's ethos.What makes your brand unique?
What sets Mush Mór apart is our culinary-centric approach to health and sustainability. Unlike many brands in the natural health sector that focus on capsules and tinctures, we at Mush Mór are passionate food enthusiasts, with two chefs integral to our team. This unique composition allows us to innovate in providing exotic mushrooms and their extracts in more natural, culinary forms. Our emphasis is on integrating these nutritious fungi into daily diets, offering people not just health benefits but also enhancing their culinary experience. This approach aligns with our belief in the power of natural, wholesome food and our commitment to making exotic mushrooms a staple in everyday cooking.
What are your company’s core values?
Mush Mór is deeply rooted in the core values of sustainability, inclusivity, and innovation, which guide every aspect of our operations. Our commitment to sustainability is evident in our eco-friendly mushroom cultivation practices, utilising natural sunlight and sustainable substrates, and our ambitious goal to develop a sustainable mushroom growing facility. Inclusivity is central to our mission, as we strive to make nutritious exotic mushrooms accessible to everyone. Innovation is a driving force for us, constantly exploring new cultivation techniques, mushroom varieties, and their potential mental health benefits. These core values not only keep us at the forefront of the industry but also align with our broader mission to foster a healthier, more equitable, and sustainable future.How do you support your community?
At Mush Mór, we're a small but dedicated team committed to supporting our community through sustainable practices. While we actively participate in sustainability initiatives, we recognise our modest size and resources. Despite these limitations, we ambitiously aim to develop the first Passive House mushroom growing facility in the world. This goal, though challenging for a company of our scale, reflects our commitment to innovation and environmental stewardship. We also engage in advocating for more sustainable practices with local councils and the government, understanding the impact even a small company can have in promoting environmental responsibility. Through these efforts, we hope to contribute positively to our community and set an example for sustainable living.What has been the most rewarding part of your brands journey?
The most rewarding aspect of our journey at Mush Mór has been the remarkable feedback from parents. They tell us heartening stories of how our mushrooms have not only been a hit with their children, but also made noticeable improvements in their mental and physical health. Parents have seen positive changes in behaviour and overall wellness in their kids, all from subtly incorporating our mushrooms into their daily meals. This feedback is incredibly validating, showing us that our efforts are making a real difference in the lives of families, particularly in enhancing the health and well-being of children. It's these stories of transformation and health improvement that truly underscore the impact and value of our work.What in your opinion makes Irish brands unique?
In my opinion, what makes Irish brands stand out is their unique blend of diversity, exceptional quality, and high standards, all deeply rooted in a rich cultural connection to simple food. Irish brands often emphasise a close relationship with the source of their ingredients, showcasing a deep understanding and respect for where and how their products are made. This intimate knowledge of the food's origin is not just a matter of quality control, but also a reflection of Ireland's strong agricultural heritage and its people's connection to the land. Additionally, the diversity in the types of products and the innovation in their creation further enhance the uniqueness of Irish brands. This combination of quality, high standards, and cultural richness gives Irish brands a distinctive identity in the global market.What is your favourite product from your brand?
That's like trying to choose a favourite child, or the best mushroom in the forest – they all bring something special to the table! Our Extracts are great in hot drinks and pair well with high-quality coffee while adding a nutritious boost. Our Lion’s Mane powder has a subtle, refined taste that can elevate a variety of dishes, adding a gourmet touch to even the most ordinary recipes. Its versatility in the kitchen makes it a favourite among cooking enthusiasts. Our Original blend is a great all-rounder. It is a blend of both pure mushroom powders and extracts and works in just about anything.Tell us about something that has shaped your brand?
I’m actually not really a fan of the texture of mushrooms and I think I speak to a lot of people when I say this. This has been a factor in the development of our products. I also think that a lot of health foods are overpriced and inaccessible. Our mission includes making these nutritious options more affordable and accessible to a wider audience. We are actively working on this aspect, and it will be a key consideration in the development of our future products.What do you hope to accomplish in the future?
In the future, we've got a lot of ideas for new products at Mush Mór, but we're keeping the details close to our chest for now. Our main goal is always to make healthy food more accessible for everyone. A big part of this is making sure our products are convenient, especially for parents trying to give their kids good, wholesome food. So, keep an eye on what we're doing – there's more to come.
