Iowa's "functional mushroom" craze doubles in sales
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Iowa sales of "functional mushrooms" (think: lion's mane, reishi, cordyceps) nearly doubled in Iowa so far this year, according to NielsenIQ.
Why it matters: It signals Iowans' growing appetite for alternative wellness trends or tasty munchies like edible corn fungus.
Reality check: These fungi are sold as immunity boosters or brain and energy enhancers — but they won't give you a psychedelic trip.
Yes, but: If we were talking about magic mushrooms, there was an effort to allow Iowa doctors to prescribe them for mental health treatment.
- Gov. Kim Reynolds vetoed that idea in June, citing safety concerns.
The big picture: Functional mushrooms are appearing in everything from coffees to protein bars, with U.S. sales topping $241 million so far this year.
- Just don't expect to see pink elephants in your Iowa treats.