Exhibitor Spotlight: Myco Brings “Britain’s Greenest Burger” to Plant Based World Expo Europe
Myco, a rapidly rising star in the plant-based food industry, is set to make a major impact at the upcoming Plant Based World Expo Europe on November 13-14, 2024, at the ExCel in London. With their innovative Hooba range, Myco has quickly established itself as a leader in sustainable, mushroom-based meat alternatives. Their recent partnership with Brakes, the UK’s largest food wholesaler, is a significant milestone for the company, bringing their products to over 20,000 foodservice operators across the country.
A Game-Changing Partnership
Myco’s new partnership with Brakes is a pivotal moment for the company, as it accelerates their growth trajectory. Brakes, which supplies 95% of the foodservice industry, will now offer Myco’s Hooba range, including their popular Hooba burgers, sausages, and mince, to caterers and foodservice operators nationwide. This collaboration dramatically increases the visibility of Myco’s products, moving the company “ahead of schedule” in terms of expansion, according to David Wood, CEO of Myco.
“Our Hooba range only launched this summer, but the feedback we’ve had from both customers and the industry has been immense,” said Wood. “Brakes’ reach is unmatched, and we were determined to work with them. This partnership is a game changer for Myco and has huge transformational potential for our business.”
Britain’s Greenest Burger
What sets Myco’s Hooba range apart is its unique production process. Hooba products are created using vertically farmed oyster mushrooms, grown sustainably inside the UK’s first-of-its-kind production facility. This method results in reduced food miles, making Hooba’s products some of the most sustainable on the market. Their quarter pounder has been dubbed “Britain’s greenest burger” due to its eco-friendly credentials.
As demand for sustainable food options grows, Hooba’s hybrid mince is also gaining attention for its versatility. By working with the meat industry rather than against it, Myco aims to help consumers reduce their meat consumption through products that blend seamlessly with traditional dishes, supporting a more sustainable food system.
Expanding the Team and the Business
In addition to their expanding market presence, Myco is also growing internally. The company recently hired Katie Snarska as their new Technical Manager, bringing over 15 years of food technology experience from leading companies such as Nestlé and Vale of Mowbray.
“This is just the first step in our ambitious onboarding plan,” added Wood. “We are continuing to push for more growth, more breakthroughs, and more partnerships. Our goal is for Hooba to be a product that helps people eat less meat, which is better for the planet.”
Visit Myco at Plant Based World Expo Europe
Myco will be exhibiting their Hooba range at Stand E42 at the Plant Based World Expo Europe. Attendees will have the opportunity to learn more about Myco’s sustainable approach to plant-based meat alternatives and taste their game-changing products firsthand.
With their innovative production methods, eco-friendly products, and rapid growth, Myco is a must-see exhibitor for anyone looking to stay ahead of the curve in the plant-based food sector.
For more information on Myco and their Hooba range, visit mycofoods.co.uk.