DIRTEA isn’t just another wellness brand selling mushroom powder. It’s a behavioural-science masterclass — an experiment in habit formation, storytelling, and modern ritual.

Founded by brothers Simon and Andrew Salter, DIRTEA turned ancient adaptogens into a luxury lifestyle — one that sits perfectly between neuroscience, self-optimisation, and social identity. Their rise wasn’t built on ads or hype, but on behavioural insight — understanding how humans build rituals, seek belonging, and buy into meaning.

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🍄 ON THE MENU
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🍵 Turning mushrooms into modern rituals — and why it works
🧬 How habit loops and identity drive wellness loyalty
🎯 Storytelling, scarcity, and social proof in premium branding
⚙️ The psychology of pricing, packaging, and sensory triggers
👯‍♂️ Building a cult-like community through emotion and aspiration
💡 The thin line between product and placebo — and why both matter
💰 Lessons from Apple, Aesop & Athletic Greens on brand behaviour

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♨️Still bloody HUNGRY? Course ya are. Each week I spend 15 hours writing my newsletter. It’ll take you 5 mins to read. Full of wisdom from the biggest names in food and drink. Subscribe here - https://hungryfeast.beehiiv.com/🍲

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A massive shoutout to our incredible sponsors who make HUNGRY possible:

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🤝 Let's Connect!
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This episode was edited by:
G.Thomas Craig (https://www.linkedin.com/in/gthomascraig/)

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🌟 HUNGRY's Absolutely Bloody Marvelous Sponsors🌟
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A Litany for Those Flooded By Too Much Information