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America’s appetite for white mushrooms is going through a full-blown functional food awakening. The market is forecast to surge from US$13.3 billion in 2024 to US$22.34 billion by 2033, a nearly 6% annual increase driven by wellness-minded consumers seeking nutrient-dense, plant-forward foods doing more than fill a plate.

The global food industry is at a reckoning point, caught between the promise of high-tech solutions and a growing hunger for something far more fundamental: real food. For years, alternative protein innovation has been charging forward. But the more advanced the science gets, the more consumers are left wondering: where did the food go? Now the third wave of food is emerging!