LEAMINGTON, ON - The overhaul necessary to complete a rebrand cannot be overstated, yet often the result is seen as a modification of the familiar face. A lift rather than true change. This is far from the case for Highline Mushrooms.
“Our rebrand has been nothing short of transformative, and its fresh reach is reshaping how the industry sees mushrooms,” Sales and Marketing Manager Kelsey Coon reflected. “Since unveiling our bold new rebrand, we’ve activated it coast to coast across the U.S.”
The refreshed look spans every touchpoint; packaging, marketing campaigns, digital platforms, and—of course—trade shows.
“Highline Mushrooms is cranking the energy up at booth #4184, and everyone’s invited!” Kelsey shared. “Following last year’s buzzworthy booth debut, we’re back with a fully merchandised refrigerated case, bold new visuals, and immersive storytelling that bring our ‘Be Super’ brand to life on the show floor.”
This year, the company is adding something brand new: An exclusive first look—and taste!—at the latest ready-to-cook innovation.
“These craveable creations are designed to help retailers meet rising demand for fast, nutritious meal solutions and inspire shoppers to see just how simple it is to incorporate mushrooms into more meals,” Kelsey teased. “Come for the party. Stay for the future of mushrooms.”
2025 has been a year of momentum overall for Highline, energy that the company is carrying through the holiday season and beyond.
“By combining bold packaging design with strategic digital storytelling, we’re not just modernizing the mushroom set—we’re building long-term loyalty with the shoppers who will define its future,” Kelsey continued. “With Millennials on track to become the majority of produce purchasers within two years and already driving 68 percent of all new produce dollar growth (Circana, Integrated Fresh, Total U.S., 52 w.e. 4/20/2025), the next decade marks a major generational shift. As Millennials and Gen Z take the lead, we knew we had to meet them in a bold new way—reimagining how mushrooms show up to spark excitement, build trust, and reflect their values.”
It is with this in mind that the company looks back on a few key highlights, including:
- National Mushroom Month 2025 has brought record engagement, with multi-channel campaigns driving excitement, digital buzz, and increased visibility across the category
- Farm of the Future expansion is well underway, integrating advanced automation and climate-smart growing systems to support sustainable growth and consistent supply
- Highline continues to lead the industry in sustainability, removing tens of millions of coloured tills from the waste stream and scaling our clear rPET packaging
“With shoppers gearing up for the high-traffic holiday season, our focus is on supporting retailers with the merchandising, data, and storytelling they need to drive mushroom sales into 2026,” Kelsey concluded. “To amplify it all, we’re partnering with retailers on targeted digital campaigns that bring our refreshed brand to life. These campaigns are designed to spark curiosity, drive click-throughs, and pull these younger shoppers into the mushroom category.”
As Kelsey pointed out to me, it’s not just a new look; it’s a movement to elevate mushrooms to their rightful place in produce. One buyers can experience firsthand at booth #4184 in Anaheim, California, October 16–18.
Companies in this Story
Highline Mushrooms
Sharing our passion and knowledge of mushrooms. We are Canada’s largest grower of farm-fresh, nutritious, pesticide-free…
