Highline Mushrooms launches organic white flat mushrooms

Dr. Murray O’Neill began Highline Mushrooms as a small family farm in 1961. Today, thanks to its focus on family, values, excellence, innovation and a strong work ethic, the Leamington, Ontario company is the world’s largest grower of organic mushrooms.

Devon Kennedy, National Marketing Manager, Highline Mushrooms

“We have a sustainably grown supply and ship across Canada, the United States and Japan,” said Devon Kennedy, national marketing manager for the company. “We have an innovative spirit set out to change the industry, from our 100% recyclable clear rPET packaging to new innovative products hitting the shelves such as our White Flat mushrooms.”

Highline Mushrooms works to build new products across its Highline brand and partners with retailers on private label programs to ensure ultra-fresh mushrooms are available for consumers every day.

“Organics are increasing across the industry, and we want consumers to think of mushrooms at every meal,” Kennedy said. “Mushrooms are a great addition to protein but can [also] replace protein. They are often a side dish with a steak dinner but also add nutrients to breakfast and lunch recipes.”

Devon Kennedy, National Marketing Manager, Highline Mushrooms

The company offers all the big mushroom varieties, including White, Mini Bella, Portabella, Shiitake, Oyster, King Oyster and a collection of mushroom blends.

“We are trying to increase mushroom consumption across North America,” Kennedy said. “With the cost of food increasing and inflation hitting shopping baskets, we need to ensure that mushrooms are a staple at every meal and are placed in shopping baskets at every trip. Mushrooms are extremely versatile. We like to say, ‘Just eat a mushroom.’”

Highline Mushrooms anticipates tremendous opportunities for using mushrooms in versatile ways. For example, the company will be featuring its new Organic White Flat mushrooms at the upcoming CPMA convention in Vancouver.

“White Flats are widely known in Europe and Australia as breakfast flats and people enjoy them topped with a fried egg for breakfast,” Kennedy said. “They offer a unique umami flavor and can be used as a bread replacement for avocado toast, grilled and popped in a burger or sliced and added to fajitas. The possibilities are really endless, and the flavor is exciting.”

At CPMA, the company is also introducing its new 100% recycle-ready top seal pack with a base or till being rPET. The top seal is a new monolayer that is recyclable as well.

“As we strive for more sustainable practices across our entire business, the packaging is the answer today,” Kennedy said. “It also provides complete visibility to the mushrooms inside the pack.”

Clean, clear and climate smart

In 2024, Highline Mushrooms’ mantra is “Clean, Clear and Climate Smart.”

“We are leading the industry in our transition to clear 100% recyclable rPET tills that showcase the visibility of our mushrooms, provide sustainable packaging and aim for food waste minimization,” Kennedy said. “Once this transition is complete, we will continue to bring innovations to retailers and consumers, so mushrooms are top of mind.” 
And as it looks out the rest of the year, the strategy remains the same—to increase mushroom consumption.

“Our goal is to get consumers to put mushrooms in their shopping basket every week,” Kennedy said. “We want mushrooms to be top of mind and to complement breakfast, lunch, dinner and even drinks, and not just be consumed once a month. Mushrooms are fun and approachable, and we are excited to share more about them. We will continue to promote the health benefits, versatility, and great taste of mushrooms.”

"With the cost of food increasing and inflation hitting shopping baskets, we need to ensure that mushrooms are a staple at every meal and are placed in shopping baskets at every trip. Mushrooms are extremely versatile. We like to say, ‘Just eat a mushroom." - Devon Kennedy

For the past 60 years, Highline Mushroom’s reputation as a trustworthy brand has been built on the family values and innovative approach that guided the creation of its first farm.

“We eagerly anticipate continuing this legacy as we move into the future,” Kennedy said.