LEAMINGTON, ON - Highline Mushrooms has been awarded Best Rebrand at the 2025 Besties Awards presented by The Snack Magazine and AndNowUKnow. This recognition honors Highline’s bold visual transformation and strategic brand repositioning, designed to elevate shopper engagement and bring mushrooms into a new era of grocery retail. The Besties Awards are determined by a committee of respected retail buyers and produce leaders, making this win especially meaningful within the fresh produce industry.
“We didn’t just update our packaging—we set out to redefine how mushrooms show up on a shelf,” said Jose Cambon, CEO of Highline Mushrooms, in the recent release. “For too long, the category has remained unchanged while the rest of the store has evolved. Our vibrant design stops consumers in their tracks and draws them to the mushroom set. Every detail, from the clear till to the bold colors, reflects our drive to lead through innovation and expand the category for the benefit of all.”
Now available across North America, Highline’s rebrand features bold, color-forward packaging, clear tills that highlight freshness, and a modernized brand voice that resonates with today’s consumer. The shift extends beyond packaging to include a new website, digital content, and in-store tools—all focused on making mushrooms easier to find, understand, and enjoy.
“This award is a true team achievement,” Cambon added. “From marketing and sales to operations and production, it took cross-functional effort and belief in a shared vision to bring this rebrand to life. I could not be prouder of the Highline team.”
Cambon also thanked retail partners across the U.S. and Canada: “We’re grateful for your trust and support in helping this rebrand stand out on the shelf and gain real momentum.”
As the largest organic mushroom grower in North America, Highline continues to lead with data-driven insights, regenerative growing practices, and a future-forward mindset.
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Highline Mushrooms
Sharing our passion and knowledge of mushrooms. We are Canada’s largest grower of farm-fresh, nutritious, pesticide-free…
