Myzelia launches PLANC brand for Austrian mushroom retail

Myzelia Produktions- und Vertriebs GmbH, an organic mushroom cultivation company based in Mils near Innsbruck, has launched a new brand name, PLANC. This marks the third stage in the company's evolution, following previous labels 'tirolerbiopilze' and 'Tyrolpilz'.

Entrepreneur Cornelia Plank aims to scale the business and position mushrooms as a staple of the daily diet. While the Austrian food retail sector remains the primary customer, the company is also targeting growth within the Tyrolean foodservice industry through products such as mixed packs. The company has also focused on innovation in packaging, utilizing customizable cardboard trays.