Too long to read? Go for the highlights below. Fable Food Co has launched shiitake mushroom-beef blended products at Central Market stores in Texas, achieving sales of 20 units per hour during in-store sampling with 50% conversion rates The blended protein, comprising 89% shiitake mushroom stems, delivers 35% lower saturated fat, half the cholesterol, and 17% fewer calories than conventional 80/20 beef mince whilst costing 10-15% less Sensory testing by non-profit Nectar demo