With vibrant new packaging and a revamped digital presence, Highline Mushrooms seeks to elevate mushrooms as a fun, accessible superfood while leading the industry in innovation and sustainability.

Highline Mushrooms is gearing up to unveil a significant transformation at the IFPA Global Produce and Floral Show, introducing a bold rebrand designed to reshape the mushroom industry.

Attendees of the event will have the chance to experience this new direction firsthand at Booth #B653, where the company will reveal a fresh approach aimed at making mushrooms more appealing and accessible to a wider audience. The rebrand comes with new packaging, which Highline believes will attract attention and inspire consumers to add more mushrooms to their diets.

The company, known for its innovative clear packaging, is not content with just one breakthrough. Highline Mushrooms is doubling down on its efforts to revolutionize the way mushrooms are perceived, packaged, and consumed.

The new branding promises to inject energy and personality into the mushroom aisle, where Highline aims to showcase the versatility and health benefits of mushrooms in a fun, dynamic way. “We’ve revolutionized the way mushrooms are packaged and presented across North America, and now we’re setting the stage for the future,” said Jose Cambon, CEO of Highline Mushrooms. The company’s rebranding strategy focuses on making mushrooms a nutritional powerhouse and a visually exciting part of the grocery experience.

The rebrand is part of Highline’s broader mission to make mushrooms stand out in a market often dominated by neutral, understated packaging. According to a press release from the company, the new packaging features vibrant, eye-catching designs that are meant to break up the “wall of brown” that has traditionally characterized the mushroom section of grocery stores. This bold approach is intended to attract both new consumers and longtime mushroom lovers, encouraging them to see mushrooms as a vital, flavorful addition to their meals.

Highline Mushrooms is also launching a revamped website that aims to enhance the consumer experience by making it easier to explore the many benefits of mushrooms. The new site will offer insights into the flavor profiles, versatility, and health benefits of various mushroom varieties. This digital hub is designed to be a go-to resource for consumers interested in incorporating more mushrooms into their diets, reinforcing the company’s commitment to education and innovation.

In line with its mission to increase mushroom consumption, Highline is leveraging its new look and digital presence to highlight mushrooms as a “superfood” that can power up any meal. The company hopes that by making mushrooms more visually appealing and fun, it will inspire more consumers to consider them as a regular staple in their kitchens. The new branding is meant to “make consumers stop in their tracks and take notice” by showcasing mushrooms as an exciting, versatile option.