S T R A T E G Y
Turn insight into decisions that ship.
Strategy work succeeds or fails on the quality of the insight underneath it. Most consultancies start with desk research. We start with our network.
Mycelium's 100+ practitioners — chefs, producers, food technologists, researchers, designers — work inside the food system every day across 30+ countries.
That access gives us ingredient-level, consumer-level, and supply-chain-level intelligence that doesn't surface in standard reports. We combine it with rigorous analysis to build strategies that are both grounded and unconventional — and we stay with the work past the deck. New products we've helped shape have made it to retail shelves; market analyses we've delivered have reframed how research centres position emerging ingredients; tourism strategies we've co-designed have become EU-funded projects.
What we deliver
New product development — from insight generation and ethical concepting through formulation and route-to-market. Work has included an edible spoon, products from underused crops, and an Eswatini entrepreneur product line that launched at retail through our UN ITC engagement.
Market analysis & opportunity mapping — sizing, positioning, and competitive landscapes for new ingredients, formats, and categories, across geographies.
Ingredient sourcing & global scanning — exploring natural ingredients and sourcing strategies for premium brands like Valrhona and SOSA.
Regional development strategy — gastronomic tourism, food-systems planning, and culinary identity for governments and tourism boards.
Consumer validation — focus groups, sensory work, and field research with the people who'll actually buy.
Insight Generation
Research projects
We analyze market trends, consumer behavior, and industry developments to provide actionable strategies that drive growth. By uncovering innovative solutions and staying ahead of the curve, we can empower our clients to thrive in a competitive industry.
Insight Generation:
User Research:
Understand your target audience deeply through directed interviews, focus groups, and real-context testing. We're not just analysts; we're food practitioners who develop unique insights from our extensive field experience.
Qualitative Research:
By leveraging our vast global network, we enable a connection to more industry professionals; they facilitate valuable insights into market trends and emerging demands.
Theoretical Research:
As knowledge brokers, we provide the most up-to-date information so you can inform ideation processes with the latest scientific findings and trusted sources.
Expert Ideation Sessions:
We curate our team of experts based on your needs, tapping into their collective intelligence to create new concepts and innovative ideas from a global, multidisciplinary perspective.
Concepting and Formulation Services:
Expert Ideation Sessions:
We harness collective intelligence for agile concept development and formulation.
Chefs Remote Tasting:
We utilize chef expertise to diversify innovation and avoid groupthink.
Circular Product Development & LCA:
We measure environmental impact and integrate circular practices.
Business Opportunity Analysis:
We deeply analyze the market, competition, industry, and technical feasibility.
Sensory Analysis:
We design in-depth evaluations to meet your product objectives.
Formulation:
We develop scalable lab-scale formulations and assist in creating sustainable scale-up strategies.
Ethical Product Design:
We help you promote and ensure transparency and responsibility in ingredient sourcing and labor practices.
Product Scientific Characterization:
We provide insights into physical properties, composition, chemical analysis, sensory evaluation, stability testing, and packaging assessment.
Chef Creative Studio:
We establish a dedicated environment to amplify chef creativity by tapping into your team's insights and ideas and a diverse, global network of food experts.
Concepting and Formulation
Development
We help you develop market-ready products. Our process involves creating or refining product concepts, ensuring they align with ultimate objectives and resonate with your target audience. Through research, brainstorming, and precise formulation, we bring visions to life, addressing all relevant aspects, infusing innovation, and monitoring market trends to ensure you provide a competitive edge.
Route to Market
We ensure your winning products make it to the shelves and thrive there. Our services encompass every aspect of this last part of the journey, from connecting you with suitable suppliers to ensuring you navigate the legal requirements and more. By tapping into our diverse network and extensive market knowledge, we can unveil new culinary applications and identify additional markets for your products.
Route to Market Services:
Sourcing:
We help you discover the ideal suppliers for your product using the help of our extensive global network.
Regulatory Guidelines:
We assist you in navigating the legal prerequisites for launching your product.
Retail Strategy:
We support you in developing a comprehensive plan to bring your product to the shelves, including recommended SKU selection and precise logistics and planning.
Culinary Innovation and Market Expansion:
Using our field expertise and collective knowledge, we can come up with unexpected culinary applications and tap into new market opportunities for your product.
Got a food-industry decision you need to ship?
Market analysis, new product development, regional strategy, sourcing. Tell us the question — we'll compose the right team from our 100+ practitioners and come back with decision-ready outputs your team can actually implement.
Case Studies
Retail-ready products from underused crops, now on Mashpi Lodge's weekly purchasing list — new income for 11 women producers, value for Ecuadorian conservation.