LEAMINGTON, ONTARIO, CANADA - A bold new era of mushrooms is coming to the produce aisle—but first, the trade show floor. Highline Mushrooms will soon be introducing its revolutionary rebrand at the International Fresh Produce Association’s Global Produce & Floral Show (GPFS).

“We’ve revolutionized the way mushrooms are packaged and presented across North America, and now we’re setting the stage for the future,” said Jose Cambon, Chief Executive Officer. “Our new packaging and rebrand strategy reflect our commitment to innovation and education. It’s all about making mushrooms accessible, exciting, and, above all, fun for everyone. This is just the beginning.”

This year, attendees will witness the future of mushrooms at Highline’s brand-new booth, where the grower will showcase a complete rebrand that is sure to stand out in the mushroom set. Featuring a bold design packed with personality, the new branding will attract the next generation of mushroom lovers while keeping longtime fans supercharged with a new approach.

What was once a wall full of simple packaging, mushroom displays featuring this rebrand will make consumers stop in their tracks and take notice. A press release explained that the primary goal of the rebrand is to show consumers why mushrooms should power up their plates and supercharge their meals, ultimately increasing mushroom consumption across the category.

In addition to the rebrand, Highline is launching a brand-new website designed with the consumer experience in mind. This fresh digital hub will make it easier than ever to explore the unbeatable flavor, versatility, and health benefits of mushrooms. The new site is all about putting the consumer first and getting them excited to add more mushrooms to their meals.

Highline Mushrooms invites GPFS attendees to visit booth B653 and join the mushroom party.

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