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From Lion’s Mane to Shiitake: meet Whole Foods’ fastest growing fresh mushroom supplier

“We are currently the fastest-growing fresh mushroom brand across Whole Foods, and we plan to continue on that trajectory,” says Andrew Carter, CEO & Co-founder of Smallhold.

Smallhold is a New York-based company that has been growing mushrooms since 2017. The company has deployed its proprietary technologies across the United States, with Macrofarms in Brooklyn, NY, Austin, TX, and Vernon, CA. Smallhold has also deployed numerous smaller farming units, called Minifarms, mainly found in restaurants and grocery stores.

Click here to view the photo report.

US (NY): Food trends are driving the demand for specialty mushrooms
Andrew Carter

“All Smallhold farms are powered by our proprietary technology called FarmLinc. Because we keep learning and adapting with every new build, our Vernon farm is the most advanced yet and is ten times the size of our Brooklyn facility,” says Andrew.

Although Smallhold’s mushroom farming systems are smaller than many commercial mushroom farms, the macrofarms are large enough to generate economies of scale and allow Smallhold to reach more customers.

Smallhold has numerous grocery customers in Southern California, including Whole Foods Market, Lassens, Erewhon, Cookbook, Gjusta Grocer, Mother’s Market, Pavilions, Good Eggs, and Albertson’s, to name a few. The company is also working with a growing number of restaurants and chefs.

Click here to view the photo report.

Yellow Oyster mushrooms on their way to the harvesting room

Vernon farm to provide mushrooms to the Los Angeles area
With the Vernon farm within a mile of downtown Los Angeles, Smallhold is poised to provide specialty mushrooms throughout the city and region. The Vernon farm is currently producing Yellow Oyster, Blue Oyster, Lion’s Mane, and Trumpet mushrooms and plans to expand this portfolio.

“We have seen a huge rise in demand not only for mushrooms but for a variety of specialty mushrooms. Factors driving this demand include customers increasingly caring about food systems, the transition to a full or partially plant-based diet, as well as the health and environmental benefits of mushrooms,” says Andrew.

Click here to view the photo report.

The packaging area

Smallhold’s Vernon farm spans 34,000 square feet and features large chambers, automated roll-up doors, high-tech cold storage facilities, and advanced food safety. And as Andrew adds, they also have one of the coolest mushroom delivery vans in the world.

“We are so excited to make organic specialty mushrooms even more accessible. No matter where you shop, everyone should have access to fresh, farmers’ market-quality mushrooms,” Andrew says.

For more information:
Andrew Carter, CEO
[email protected]