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[Interview] DIRTEA Co-founder Simon Salter on the power of functional mushrooms
In this exclusive interview, Simon Salter, Co-Founder of DIRTEA, shares his inspiring journey into the world of functional mushrooms. He discusses how DIRTEA started as a personal quest for well-being, grew into one of the fastest-growing wellness brands, and is now leading the way in the functional mushroom movement. From the benefits of these powerful fungi to exciting collaborations with brands like Selfridges, Simon provides insights into how DIRTEA is making functional mushrooms accessible to everyone.
Can you tell us about the inspiration behind founding DIRTEA and your personal journey with functional mushrooms?
DIRTEA began as a way to help ourselves and those around us function better. A few years ago, my brother and I, as young entrepreneurs, were over-exerting ourselves, feeling fatigued and stressed. We noticed that many of our friends were experiencing more chronic symptoms of burnout, anxiety, and insomnia. We have both always been interested in natural ways to enhance our well-being and manage the strains of a busy life. We believe a natural path to health and wellness tends to have fewer side effects than conventional medicine. This belief led us to delve deeply into the science and ancestral studies of plants, mindful meditation, ice and sauna therapy, and other natural healing methods.
After months of researching and trialling, we were introduced to fungi—a kingdom with over four million species, including functional mushrooms. We discovered that mushrooms have been used for culinary and medicinal purposes for generations. Functional mushrooms contain active compounds that have been studied for their healing properties for the human body and mind. They are among the most researched and nutrient-dense foods on the planet.
Fascinated, we committed to using functional mushrooms ourselves. We began adding dual-extract mushroom powders to our morning smoothies, coffees, or drinking them as teas. Before long, I felt significantly less stressed, well-rested, focused and alert. Experiencing benefits that surpassed anything else we’d tried, and hearing similar feedback from friends, we felt compelled to share this with the world. A few years later, here we are, leading the functional mushroom movement!
What are the benefits of functional mushrooms and why do you think they are becoming so popular in the wellness industry right now?
DIRTEA is now regarded as one of the world’s fastest-growing wellness brands and communities, and there’s a reason for that. We’ve had a positive impact on many lives—just take a look at our online reviews. For those who struggle to wind down in the evenings, Reishi has improved their sleep quality, making them feel calmer. Customers who find it hard to maintain focus have incorporated Lion’s Mane into their routines, gaining greater clarity and concentration. Chaga has been praised for providing slow-releasing energy throughout the day and boosting immunity. Many athletes use DIRTEA Cordyceps to improve endurance, while Tremella has received rave feedback for hydrating and firming the skin. Lastly, Turkey Tail users have commented on its ability to strengthen their immunity.
How did the partnership with Selfridges come about, and what does this collaboration mean for the future of DIRTEA?
Our collaborations with high-profile personalities and partnerships have been pivotal in enhancing DIRTEA’s visibility and credibility. It’s amazing to see extraordinary people incorporating mushrooms into their daily routines because of DIRTEA. These cultural pioneers often reach out to us about collaborations, which is an exciting aspect of our journey. They help us connect with a wider audience, particularly those new to the concept of functional mushrooms, serving as powerful testimonials and offering creative ways to access new audiences.
Recently, DIRTEA activated an innovative partnership with Selfridges, taking over the Feel Good space to educate shoppers about the benefits of DIRTEA. We’re now in Selfridges‘ London, Manchester Trafford, and Birmingham.
Can you explain the development process behind your product line, particularly the new DIRTEA Gummies, and how you ensure the quality and potency of your products?
The development of DIRTEA Gummies was driven by consumer demand for genuinely healthy, high-quality gummies. We realised that most existing gummy supplements on the market were either filled with sugar and artificial ingredients or contained such small quantities of beneficial ingredients that they made little difference. This highlighted a gap for a product that tastes good while providing substantial health benefits through high-quality, natural ingredients.
DIRTEA Gummies are meticulously formulated with a focus on quality, efficacy, and taste. Our hero ingredients are potent mushroom extracts, renowned for their health benefits, delivering market-leading dosages without compromising on flavour. We’ve also included 100% of your recommended daily intake of at least two essential vitamins per serving.
Our production process underscores our commitment to quality. Each raw material undergoes rigorous testing for stability, microbiological safety, heavy metals, allergens, and active ingredient potency. As a result, DIRTEA Gummies have become a market-leading supplement, combining high-quality, effective ingredients with a great taste.
DIRTEA mushrooms are organically grown in rural areas on small family farms, away from urban centres, to remain environmentally gentle and support local communities. Small-scale mushroom farming is naturally regenerative and has low waste, using waste as a substrate for mushroom nutrition.
What role do you see functional mushrooms playing in the broader wellness movement, and how do you envision DIRTEA contributing to this landscape in the coming years?
The field of mycology (the study of fungi) is rapidly expanding, with ongoing research uncovering new therapeutic properties and applications of mushrooms. As scientific understanding deepens, we expect more evidence-based insights into the health benefits of mushrooms.
Beyond culinary uses, mushrooms are also making their mark in fashion, offering sustainable alternatives to traditional materials like leather. Practices such as using mushroom mycelium for biodegradable packaging and integrating mushrooms into agroforestry systems highlight their multifaceted benefits. Looking ahead, we anticipate a proliferation of innovative mushroom-based products across various sectors, from skincare to meat alternatives. DIRTEA is not just a moment; it’s a movement. We’re committed to making functional mushrooms accessible worldwide, whether in your local coffee shop, gym, or hotel mini-bar.
Can you elaborate on why functional mushrooms are becoming particularly popular among those experiencing menopause?
Mushrooms offer a unique combination of nutrients and health benefits that can be particularly supportive during menopause. They are one of the few plant-based sources of vitamin D, which is crucial for bone health—especially as the risk of osteoporosis increases during menopause. They’re also rich in B vitamins, essential for maintaining energy levels and managing stress.
Mushrooms contain antioxidants such as ergothioneine and glutathione, which combat oxidative stress—often associated with menopause symptoms like hot flashes and fatigue. Certain mushrooms, like Reishi and Cordyceps, support immune health and help the body adapt to stress, which can assist in managing mood swings, anxiety, and sleep disturbances. Lion’s Mane mushroom is noted for its potential cognitive benefits, which can be helpful for concerns about cognitive decline and memory issues during menopause. Lastly, some mushrooms contain phytoestrogens, plant compounds that mimic oestrogen, helping alleviate symptoms like hot flushes and night sweats. Incorporating mushrooms into your diet offers natural support for a range of menopausal symptoms, contributing to overall health and well-being.
