The Mushroom Council, a trade group for mushroom growers, has initiated its 2026 marketing program titled 'It’s Not Magic. It’s Mushrooms.' and has selected chef and media personality Matty Matheson as the primary ambassador for the effort.
The 'It’s Not Magic. It’s Mushrooms.' campaign is structured around a series of advertisements and digital content featuring three original recipes developed by Matheson that incorporate mushrooms into accessible dishes. These include the "bite-sized, golden and packed with flavor" Matty's Crunchy Popcorn Mushrooms, the umami-rich Matty's Spicy Mushroom Noodles, and the chili-spiked Matty's Cheesy Mushroom Breakfast Burrito.
The 'It’s Not Magic. It’s Mushrooms.' initiative’s core messaging, delivered through Matheson’s recognizable persona, emphasizes the ingredient’s ability to impart savory flavor and functional benefits to everyday cooking without requiring complex techniques.
Image Credit: Mushroom Council x Matty Matherson
