# Chef-Led Mushroom Marketing Initiatives The Mushroom Council Taps Matty Matherson By Kalin Ned | Published 2026-01-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mushroom-council References: [mushroomcouncil](https://www.mushroomcouncil.com/itsnotmagic/) The [Mushroom Council](https://www.trendhunter.com/trends/cheesy-truffle-pastas), 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](https://www.trendhunter.com/trends/fungitarian-crab-cakes)" 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](https://www.trendhunter.com/trends/functional-mushroom-solution) to everyday cooking without requiring complex techniques. Image Credit: Mushroom Council x Matty Matherson ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 41% | Activity: 48% | Freshness: 64% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Related on Trend Hunter - [Functional Mushroom Supplements](https://www.trendhunter.com/trends/mushroom-powders.md) - [Creative Culinary Campaigns](https://www.trendhunter.com/trends/cook-different.md) - [Mushroom-Based Coffee Products](https://www.trendhunter.com/trends/four-sigmatic.md) - [Culinary Tradition Food Campaigns](https://www.trendhunter.com/trends/merchant-gourmet-yes-chef-campaign.md) - [AI Chef Insights Solutions](https://www.trendhunter.com/trends/mattson-executive-chef-morgan.md) - [Infomercial-Inspired Pizza Oven Campaigns](https://www.trendhunter.com/trends/matty-matheson-and-gozney.md) - [Athlete-Focused Mushroom Gummies](https://www.trendhunter.com/trends/informed-sport.md) - [Functional Mushroom Councils](https://www.trendhunter.com/trends/functional-mushroom-council.md) - [Celebrity Chef-Endorsed Pizza Ovens](https://www.trendhunter.com/trends/outdoor-pizza-oven1.md)