"Let's be honest: when the Mushroom Council announced Matty Matheson as the face of their 2026 campaign, it was the culinary equivalent of a mic drop. The Emmy-winning chef, restaurateur, actor on The Bear, and all-around culinary legend isn't just bringing his boisterous personality to the table, he's serving up exactly what Gen Z and Millennial home cooks need right now: big flavor, zero fuss, and ingredients that actually work in real life."
"If you've ever watched Matty cook, whether on his YouTube show Cookin' Somethin', on Netflix's Just A Dash, or literally anywhere else, you know the guy doesn't do pretentious. He's loud, he's practical, and he treats cooking like what it actually is: a way to feed yourself (and others) without losing your mind in the process. That's exactly why the Mushroom Council tapped him for this campaign."
Matty Matheson serves as the face of a Mushroom Council campaign called "It's Not Magic. It's Mushrooms," promoting mushrooms as accessible, flavorful, and practical. The campaign emphasizes big flavor, zero fuss, and real-life ingredients for Gen Z and Millennial home cooks. Matty's loud, practical, and unpretentious cooking style aligns with mushrooms' ease: versatile umami, straightforward preparation, and ability to elevate weeknight meals. The messaging highlights convenience, credibility, and relatability rather than pretension. Recipes are positioned as simple, crave-worthy, and functional, encouraging cooks to add mushrooms to boost flavor and transform ordinary dishes.
Read at Food & Beverage Magazine
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