Musical artist Wiz Khalifa is delving into a brand new enterprise enterprise with the introduction of Mistercap’s. The 36-year-old’s new model, the title of which is a reference to his nickname, is centered on natural grow-your-own mushroom kits and is his newest consumer-facing enterprise following hashish firm Khalifa Kush, which he based in 2016.
“Individuals love rising their very own meals,” Khalifa mentioned in an announcement. “Individuals know so little about mushrooms, so my purpose with Mistercap’s is to showcase its optimistic advantages, and convey them to a wider viewers.”
In keeping with Philippe Chetrit, the Basic Supervisor of Mistercap’s, the model goals to democratize mushrooms by making these kits, priced at $27.95 every, accessible to a broader shopper base.
“Mushrooms are a superfood, excessive in vitamins, and having an vital culinary second,” Chetrit tells VegNews. “Our purpose with Mistercap’s is to extend consciousness round mushrooms and the entire unimaginable well being advantages.”
Meaty, nutritious mushrooms for all
Khalifa’s well-documented dedication to well being and wellness is deeply built-in into Mistercap’s model philosophy. For its preliminary launch, Mistercap’s is providing three sorts of mushroom kits: Oyster, Shiitake, and Lion’s Mane.
Chosen for his or her distinctive dietary profiles, these mushrooms are excessive in protein, fiber, and antioxidants, together with nutritional vitamins B and D.
“We selected these particular mushrooms as a result of they’re filled with taste, in addition to dietary and practical advantages,” Chetrit says.
Particularly engineered to imitate the forest flooring, the kits permit customers to develop mushrooms which are strong in taste, dietary advantages, and practical properties. The model’s dedication to being natural, reasonably priced, and eco-friendly makes it a gorgeous choice for these concerned with a farm-to-table expertise.
Branded with colourful psychedelic imagery, Mistercap’s mushroom kits supply extra than simply cultivation; they current a multi-week, immersive expertise designed to teach and entertain.
“As you begin your package, you’ll see it fantastically rework in entrance of your eyes from an natural log to a pure murals,” Chetrit says. “And as soon as they’re full and mature, clients get to reap and luxuriate in them of their favourite dishes.”
Trying in the direction of the long run, the model has plans to increase its choices to assist shoppers additional interact with fungi. “We’re excited to increase our product line and supply new mushroom-based improvements sooner or later,” Chetrit says. “We plan to increase into different food-related merchandise that naturally incorporate mushrooms into individuals’s every day lives, with out essentially altering behaviors or routines.”
Chetrit is himself a fan of incorporating extra mushrooms into his weight-reduction plan. “The fiber and protein I get are serving to me cut back my meat consumption,” he says.
Celebrities get behind the mushroom meat revolution
In recent times, mushrooms discovered their approach into practically each shopper trade from adaptogenic dietary supplements, drinks, and sweetness merchandise; to acceptable replacements for animal-derived leather-based and pork bacon.
Khalifa’s enterprise into the mushroom market with Mistercap’s brings with it a possibility to align with one quickly increasing space of merchandise, mushroom-based meats, an trade that’s predicted to succeed in practically $1 billion by 2032.
Ought to Mistercaps discover this area, it could be part of various celebrity-backed corporations akin to Meati Meals, which is revolutionizing plant-based protein choices with meat substitutes crafted from mycelium (or mushroom root programs).
Meati Meals’ mushroom meat can develop tons of of cows’ price of meat in simply days from a teaspoon of spores, with plans to provide 45 million kilos yearly by late 2023.
Meati has up to now gained superstar backing from the likes of MLB star Derek Jeter, culinary persona Rachael Ray, and celebrated chef David Chang. Presently, the corporate’s vegan meats are penetrating each retail (with a latest nationwide Complete Meals Market launch) and foodservice channels.
Australia’s Fable Meals has additionally gained vital investments for its mushroom-based meats, which embrace pulled pork and braised beef. Most not too long ago, the corporate introduced backing from famed ethicist Peter Singer and the previous world CEO of Yum! Manufacturers (the mother or father firm of standard chains KFC, Pizza Hut, and Taco Bell) Greg Creed.
The flexibility and advantages of mushrooms—which embrace psychoactive properties present in sure varieties—are nonetheless being uncovered. To bolster analysis and conservation efforts within the discipline of fungi, Mistercap’s is donating a portion of its proceeds to the Fungi Basis.