Meet 34-year-old founder who naps on nail bed, sells millions of dollars of mushroom products (via CNBCMakeIt)
, but for most varieties the "evidence for any specific health benefits other than the actual nutrients contained in the mushroom are lacking."But like many wellness types, Isokauppila is a believer. He says the potential of mushrooms should be taken seriously, and his goal is to bring functional mushrooms to modern consumers in an approachable way.
Then as a semi-competitive runner, Isokauppila discovered Cordyceps mushrooms, which he believes naturally enhanced his performance. "I would order random powder that definitely looked like some kind of drug — it could have been easily cocaine. There was no documentation. That was one of the inspirations for [Four Sigmatic]," Isokauppila says.Photo courtesy Tero Isokauppila.Selling mushrooms to people who hate mushrooms
Tero Isokauppila and the Four Sigmatic team in early 2015 as they were launching the brand in Los Angeles.Four Sigmatic's first product was mushroom "tea" — "herbal tea would be the closest comparison," Isokauppila says."Europeans love tea. It was a ritual. I came to the U.S., and I was like, 'I am going to make America drink mushrooms.' And people said, 'You are dumb-dumb,'" Isokauppila tells CNBC Make It.
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