MyForest Foods Expands Nationwide with Whole Foods Market

New York-based MyForest Foods is making waves in the food industry with its innovative mycelium-based products. The company, which specializes in producing bacon (MyBacon) and pulled pork (MyPulledPork) via solid-state fermentation, has announced a nationwide rollout in partnership with Whole Foods Market, now available in over 2,500 locations across the United States.

Market Trends in Meat Alternatives

This exciting development comes in light of recent data from Circana, analyzed by 210 Analytics, indicating a 10.2% decline in US retail sales of meat alternatives, which fell to $70 million in September 2025. The data also reveals a decreased average assortment in refrigerated cases, dropping from 14 options in 2021 to just 9.3 today.

Continued Growth Amid Market Challenges

Despite the reported slowdown, MyForest Foods is defying the trend. Cofounder Eben Bayer shared with AgFunderNews, “Our products are helping keep the category afloat with real satisfaction in flavor and texture.” The company has observed strong repeat purchases, averaging an impressive 5.7 units sold per store per week in the natural channel and over 10 units at Whole Foods.

‘Farmed Not Fake’: The MyForest Foods Approach

Effective in-store demonstrations and “Farmed, not fake” signage have successfully raised awareness and driven sales. Bayer emphasizes the customer appeal of simple, farm-grown food, highlighting that all nutrition in their products comes directly from oyster mushroom mycelium, simplifying their ingredient list to just five recognizable components.

Expanding into Foodservice

Transitioning from a retail focus, MyForest Foods is poised for foodservice partnerships. “MyPulledPork has performed exceptionally well in early tastings,” Bayer noted, pointing to its versatility in various dishes, such as sandwiches, tacos, and bowls, showcasing how chefs appreciate its adaptability.

Financial Outlook and Production Efficiency

Many startups in the mycelium sector face high operational costs, particularly with submerged biomass fermentation methods. However, MyForest employs a patented solid-state fermentation process that minimizes capital expenditures. Bayer explains that this cultivation method retains the mycelium’s texture, avoiding excessive processing costs and benefiting from established mushroom farms in North America and Europe.

The company’s latest partner, Pietro Farms in Pennsylvania, achieved a rapid turnaround from setup to market within just three months. The MyForest Foods Farm network is now exceeding planned outputs, with recent reports indicating they have turned gross margin positive. Bayer expresses optimism about their operational predictability, stating, “We are targeting EBITDA-positive in the first half of 2027.”

Challenges in Mycelium-Based Textiles

While MyForest Foods enjoys growth, Bayer acknowledges difficulties in the textile sector under his co-owned business, Ecovative. “This part of our business has faced challenges, with recent industry restructuring affecting many players.” Despite this, the Forager division is making progress and booking revenue as it remains in development phases.

Looking Ahead

Bayer concludes with an optimistic outlook for both MyForest Foods and its textile division. He asserts that ongoing advancements in their farming network will lay the groundwork for future innovations, including scaling mycelium leather to mass markets when the opportunity arises.