Today’s consumers are looking for ingredients that simplify meal planning while delivering bold flavor and everyday versatility — and mushrooms are uniquely positioned to deliver. Highline Mushrooms is advancing the category with solutions designed to meet the needs of today’s modern meal assemblers. 

At SEPC’s Southern Exposure, the company will highlight a range of product and merchandising solutions aimed at elevating the mushroom set and expanding its role across the store. 

Fresh Gourmet Series Takes Center Stage 

Highline will be showcasing the continued expansion of its Fresh Gourmet Series — a value-added lineup created to bring new energy, convenience and inspiration into the mushroom category. 

Developed around evolving meal habits, the series is designed to create true meal solutions within the fresh set — helping retailers merchandise mushrooms not just as ingredients, but as components of complete meal occasions. 

Highlighted innovations on display at Southern Exposure will include Highline’s new Grill Mate Kit and Cream of Mushroom Soup Kit — each built to simplify preparation while elevating the at-home cooking experience. 

From backyard grilling to seasonal entertaining and comfort-driven meal occasions, these offerings are designed to meet shoppers where they are — delivering flavor-forward solutions without added complexity. 

“Our focus is on creating products that reflect how consumers are actually cooking today,” said Sabrina Pokomandy, director of business development and marketing. “We’re building offerings that inspire usage while supporting retailer growth.” 

By creating meal solutions within produce, the Fresh Gourmet Series helps keep dollars inside the fresh department — driving incremental sales not only for mushrooms, but across the broader set through cross-merchandising and basket-building opportunities.

The result is innovation that delivers on both shopper convenience and retail performance — reinforcing mushrooms as a destination within modern meal planning. 

Built Around the Modern Shopper 

Highline’s innovation strategy is rooted in a clear understanding of shifting consumer dynamics. Today’s mushroom shopper is increasingly health-focused — drawn to foods that support wellness. At the same time, a younger wave of consumers is entering the category with a different mindset. 

Often referred to as meal assemblers, these shoppers are curious and exploratory but still convenience-driven — seeking ingredients that feel exciting without feeling complicated.

Highline’s product innovations and rebrand are designed to speak to both audiences — supporting loyal buyers while creating approachable entry points for emerging users. 

Advancing Production Through the Farm of the Future 

Supporting this innovation pipeline is Highline’s continued investment in its Farm of the Future — an advanced growing model integrating automation, robotics and operational technology. 

These advancements enhance harvest precision, strengthen food safety processes and allow the company to scale production efficiently — ensuring consistent supply for retail partners as demand evolves. 

Meeting Consumers Wherever They Shop 

Highline’s commitment to category growth extends beyond product development. 

Through integrated marketing programs spanning digital, social, influencer and in-store merchandising, the company is focused on meeting consumers wherever they shop — delivering inspiration and education across every touchpoint. 

From recipe storytelling and creator partnerships to geo-targeted campaigns and retail POS support, Highline helps drive shopper engagement both inside the store and beyond it. 

Visit Highline Mushrooms at booth No. 119 

Attendees at Southern Exposure are invited to visit Highline Mushrooms at booth No.119 to explore the latest Fresh Gourmet Series innovations, learn more about the company’s brand evolution and discover the strategies shaping the future of the mushroom category.

As mushrooms continue to gain relevance in modern meals, Highline remains focused on delivering the innovation, partnership, and forward-thinking solutions retailers need to grow alongside the category.