A Chat with Andrew and Simon Salter, Founders at Functional Mushroom Brand: DIRTEA

DIRTEA is a functional mushroom brand, that makes the purest and most potent functional mushroom extract powders and super blends, proven to improve your health, wellbeing and lifestyle when consumed daily. Just add hot water or add to your coffee or shake!

With a passion for the study of fungi and the medicinal value of functional mushrooms, DIRTEA are on a mission to educate their growing movement of over 600k followers on the benefits of functional mushrooms.

All DIRTEA’s Mushroom Powders are made from the fruiting body of the mushroom which contains the highest concentration of active compounds, such as polysaccharides, beta-glucans, triterpenes, which offer natural, health improving properties. In addition, all DIRTEA Mushroom Powders are made from the world’s finest mushrooms sourced from the most responsible, organic growers and go through a sophisticated dual extraction process before being third party tested for active compounds so that users reap the full benefits of functional mushrooms and to ensure purity and thus tested for heavy metals, allergens, and mycotoxins.

Organic, environmentally friendly, completely natural and 100% vegan with no grains or fillers, all products in the DIRTEA range are best brewed with hot water, for delicious daily drinks or added to any daily ritual such as a coffee or shake, which can be enjoyed at any time of the day to enhance your natural beauty, and improving your health and wellbeing, naturally.



How did you come up with the idea for the DIRTEA?


As young entrepreneurs we have always had an interest in how the natural world can help our minds and bodies to function better and prevent disease, without the side effects of conventional medicine. After discovering functional mushrooms at a tea ceremony in 2016, we inducted Lion’s Mane, Chaga, Cordyceps, Reishi and Tremella mushrooms into our daily routine. Within weeks we experienced transformative benefits to our mental and physical health. This led us to becoming fascinated about the history and science behind fungi, as an ancient kingdom of life with a possibility to transform human health.

We dug deeper, reading through 1000s of documented studies and clinical trials demonstrating functional mushrooms as a clear natural solution to common 21st century ailments and a simple, yet powerful way for people to take control of their health. Before DIRTEA launched we recognised a series of problems we wanted to solve including a lack of quality mushroom products on the market and brands that weren’t appealing to the mainstream.

We saw this as an opportunity to establish DIRTEA as an aspirational lifestyle brand with the highest quality functional mushroom powders and blends and a platform to educate the masses on the history and benefits of functional mushrooms.



How has DIRTEA evolved over the last couple of years?


DIRTEA was launched in 2021 as a direct-to-consumer brand focused on educating a wellness community and building subscribers for our core range of pure mushroom powders. As our community grew, people quickly took to social media to share how our functional mushroom products had improved their health from ADHD to anxiety, menopause to insomnia. This together with our social media driven education initiatives and cultural influencers talking about their positive experience of DIRTEA led to the brand becoming viral and our customer base growing by triple digits month on month.

In the last year DIRTEA has become a cultural and social media phenomenon, with the world’s first mushroom bar in Selfridges, collaborations with Stella McCartney and Russell Brand and DIRTEA taking to stages at events such as BoF Voices and Meta’s annual conference, educating people on our vision for bringing functional mushrooms to the masses. DIRTEA’s online business continues to grow rapidly, and we are now one of the UK’s fastest growing wellness brands online and in stores such as Planet Organic, Daylesford, Selfridges and Harvey Nichols. Mushrooms were once a stigma, but you can now order DIRTEA Mushroom super blends on hospitality menus including Farm Girl, At Feast and The W London.


What can we hope to see from DIRTEA in the future?


DIRTEA is not a moment, it’s a movement of people who want to be more in-tune with their health and look to mushrooms as a way to take control of their health. Our goal for DIRTEA continues to focus on bringing functional mushrooms to everyone and anyone through educating the masses and making our products easily accessible wherever you are in the world.

In the future you will be able to consume our mushrooms through a growing range of at-home products and on the go drinks throughout the world and aligned with our consumers lifestyle, whether that is at your local coffee shop, at your gym, flying 30,000 feet in the air or in your hotel mini bar.