Chef, entrepreneur, Emmy Award-winning executive producer and television personality Matty Matheson will be the lead spokesperson for the Mushroom Council’s 2026 consumer campaign, “It’s Not Magic. It’s Mushrooms.”
Known for his boisterous style and refreshingly practical approach to cooking, Matheson brings credibility with Gen Z and millennial audiences that want food that’s easy to make, tastes great and delivers more in every bite, according to the Mushroom Council.
Launching this month, the campaign serves up high-impact ads, craveworthy recipes and influencer storytelling to inspire more frequent mushroom cooking, from quick breakfasts and snacks to comforting, flavor-packed dinners that elevate everyday staples, the organization says. Anchored by Matheson’s bold, approachable style, the effort meets younger consumers where they discover food today. According to FMI’s Power of Produce 2025, more than one-third of shoppers discover new produce online, which underscores how mushrooms and Matheson are a natural fit for millennials and Gen Z consumers seeking big flavor, convenience and functional food that does more.
“Mushrooms are one of those ingredients that add magic to every dish they’re in,” Matheson says. “They have a simple way of taking meals to the next level without asking you to learn fancy techniques. You throw them in, the dish gets better and you keep moving. There are no tricks and no fuss, just great flavor. What’s not to love?”
As part of the collaboration, Matheson has created three recipes designed to inspire everyday mushroom cooking, including:
- Matty’s Crunchy Popcorn Mushrooms — Bite-sized, golden and packed with flavor, these crispy mushrooms are a snack that’s perfectly seasoned, seriously crunchy and totally addictive, according to the Mushroom Council. This launched Jan. 25.
- Matty’s Spicy Mushroom Noodles — This dish is loaded with spicy, umami-rich mushrooms for heat, depth and bold flavor in every bite. It’s set to launch Feb. 22.
- Matty’s Cheesy Mushroom Breakfast Burrito — Chili-spiked mushrooms bring big, savory flavor alongside cheesy beans, runny eggs and zippy green salsa. It’s set to launch March 8.
Each recipe is featured on an episode of Matheson’s YouTube show “Cookin’ Somethin’,” showing how easy it is to incorporate mushrooms into everyday cooking and elevating dishes to become more flavorful and satisfying.
“Matty doesn’t overcomplicate food, and neither do mushrooms,” says Amy Wood, president of the Mushroom Council. “His no-nonsense style mirrors the way people actually cook at home. Together, we’re showing that mushrooms aren’t a trend, but an easy, everyday ingredient that brings big flavor, fits seamlessly into real life and offers functional benefits about which people care. It’s about making meals feel satisfying, approachable and worth repeating.”
While flavor leads the way, the campaign also highlights mushrooms’ functional benefits, including their role in supporting cognitive health, helping connect flavor with feel-good nutrition in a way that resonates with the next generation of cooks.
Looking ahead, the Mushroom Council says the campaign sets the tone for how it will continue engaging the next generation of shoppers: through craveable food content, authentic voices and simple inspiration that makes mushrooms an easy, flavorful habit worth repeating.
For more information about the campaign, visit mushroomcouncil.com/itsnotmagic.
