For the first time in more than a decade, South Mill Champs — one of North America’s leading growers and suppliers of fresh mushrooms — is revealing a new retail label.

In early 2018, South Mill Mushrooms and Champs Mushrooms of British Columbia merged to form South Mill Champs. Since joining forces, the company has made strategic moves to continue its leadership in the mushroom industry, including launching a line of mushroom-forward on-the-go snacks. It is now updating its retail labels to stand out on shelves and illustrate the many ways fresh mushrooms can be enjoyed.

The revamped label prominently displays the retail brand Champs Mushrooms and emphasizes the high-quality, long-lasting products inside. To inspire consumers to channel their inner chef, gourmet recipes are featured on labels, offering use cases for individual mushroom varieties. The new label is rolling out on shelves this November and over 100 million pounds of fresh mushrooms will be shipped out annually.