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MUSHEEZ began in Estonia's Pillapalu Forest. The company makes certified organic mushroom extracts. Today, its products are available across Europe and the UK.
It combines traditional knowledge with modern science. Their goal is simple. They want more people to have access to high-quality mushroom extracts.
Musheez
Wellness from forest to bottle
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Miron glass protects our extracts, keeping their quality more intact than before
Robin Gurney
Co-founder & CEO, MUSHEEZ
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The challenge
From skepticism to belief
Chaga as a shield
MUSHEEZ's story starts with founder Robin Gurney's journey.
At first, he was skeptical. But after battling serious health issues, he explored traditional remedies like chaga in Estonia. Through research and expert advice, he saw the potential of functional mushrooms.
After chemotherapy, with a weak immune system, chaga became key to his health. It was his ally in staying strong.
"I realized it wouldn't work for everyone because our bodies are different, but I hoped I might be lucky. I was."
Making quality accessible
MUSHEEZ specializes in Chaga, Reishi, Lion's Mane, and Cordyceps. They provide top-notch extracts and flexible private label options.
The market usually has high MOQs. Seller knowledge is often limited. Quality can be inconsistent, and transparency is low.
"We are changing that."
MUSHEEZ promotes honesty, simplicity, and accessibility. This helps partners offer reliable, high-quality mushroom products. They provide flexible private labeling without making exaggerated claims.
"We make no health claims for our products. From experience, we know mushroom extracts help some but not others. Our responses vary. So, we let users make the claims, and that's all the proof we need," said Robin.
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The art of mushroom extraction
Mushrooms need more than just simple processing. Each one holds a treasure of beneficial compounds. These compounds are trapped behind tough cell walls, which the body can't break down easily.
MUSHEEZ uses special extraction methods. We combine hot water and alcohol processes, refined through over 15 steps.
This process transforms each extract into a bioavailable, concentrated form. It captures the full value of the mushroom.
Robin explains that eating raw dried mushroom powder is like consuming unground coffee beans: it’s a missed chance.
“Most people's digestive systems don’t have enough chitinase to break open mushroom cell walls and reveal their benefits.” That’s why MUSHEEZ converts products into soluble concentrated extract powders and potent liquids.
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Results in practice
Protecting potency and extending shelf life
Packaging as a quality driver
At first, packaging was overlooked. However, working with sensitive liquid extracts highlighted its importance. Robin and his team use premium, certified organic ingredients in their two popular liquid products. There are no artificial additives.
Standard brown glass didn't offer enough protection. Switching to Miron glass changed everything. “We noticed our products are more stable, and the protective element of Miron is real.”
Miron glass blocks visible light. This keeps extracts stable and preserves active compounds for longer. “Our products last longer, which has real economic value for us and our clients.”
The change also boosted reliability and perception. “We’ve had zero packaging-related returns since switching to Miron glass.”
What Miron made possible
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Product preservation
Protecting active compounds
Miron glass shield sensitive mushroom extracts from light degradation.
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Formulation stability
Extended shelf life
Improved stability allows products to maintain quality longer.
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Responsible packaging
Reduced returns
Zero packaging-related returns since switching to Miron.
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Perceived value
Premium product feel
The weight and quality of the glass reinforces trust.
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ROI
Smart long-term investment
Higher packaging quality delivers economic value over time.
We initially underestimated the importance of packaging, but it’s actually a vital part of product quality
Robin Gurney
Co-founder & CEO, MUSHEEZ
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A lesson in quality
MUSHEEZ’s journey highlights a key insight: packaging is not secondary, it is essential to product performance.
“It is a false economy to cut costs on glass packaging for sensitive mushroom or botanical extracts.”
By investing in protective packaging, MUSHEEZ ensures their products remain effective, reliable, and true to their purpose.
“Protect your valuable products as best you can and get beautiful packaging at the same time. For us, that means Miron.”
"We choose Miron for its ability to preserve quality and its commitment to sustainable production. But the real reason? Our clients value that quality as much as we do."
Packaging used
Products shown in this case
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