Andrew Salter

Imme Ermgassen, co-founder of Botivo, champions inclusive, pleasure-led non-alcoholic drinks. Perry Haydn Taylor shares secrets of niche focus versus mass-market expansion for brands. Andrew Salter dives into DIRTEA's strategy of educating consumers about mushrooms, transforming science into lifestyle branding. Riya Patel recounts how All The Aunties utilizes family stories and supper clubs to elevate South Asian ingredients. The group discusses the importance of packaging as advertising, community-building, and avoiding common pitfalls in brand development.

Andrew Salter, Co-founder of DIRTEA, dives into the world of functional mushrooms and their health benefits. He shares inspiring stories behind their multimillion-pound brand and discusses innovative marketing strategies that helped shift public perceptions. Andrew emphasizes the importance of community engagement and education in growing their business. He also highlights the challenges of rapid growth on social media and outlines plans for global expansion, showcasing DIRTEA's commitment to quality and healthy living.

Join brothers Andrew and Simon Salter, co-founders of DIRTEA, as they champion functional mushrooms for mental health. They share how a pivotal moment inspired the 'Feeling Nuts' movement to raise awareness for men's health issues. The conversation dives into finding purpose through burnout, the transformative power of mushrooms in healing, and their energizing effects. They also discuss the potential of psychedelics in addressing mental health challenges, advocating for a shift in perception about these natural remedies.