Cluster: Circular Products 2

This start-up company in Deventer is developing products based on mycelium, which grows on hennep fibres and sawdust. They want to support the development of a biobased/circular economy by using this biobased material. At this moment, the company produces potteries and packaging materials from mycelium.

They recognize hesitation from consumers using products made from mycelium because of the negative association with fungi.

Therefore, the assignment for the project is to investigate the psychology of the consumer concerning the use of mycelium in products and the association with fungi. The group will also be asked to develop a new innovative product based on mycelium which could help improve the acceptance of mycelium based products by consumers. Next to this, the group will design a plan on how to bring this new product to the market and to make it into a commercial success.