Alright gang,
I’m wrapping up a 6 city tour over the last 10 days and catching up on everything in the digital sphere, so this week’s Mycopreneur Newsletter is an interview with functional mushroom-infused beverage founder Jake Mellman of Psilly Goose.
Jake and I were in Austin together two days ago for the first ever Microdosing Summit hosted by Microdosing Collective — more on that soon.
Before that I was in Ojai, California for the Ojai Mushroom Summit, with a quick detour to Las Vegas to debate Vice Media Co-Founder and Proud Boys Founder Gavin McInnes face to face — more on that soon too.
There’s a new Mycopreneur Podcast episode withy Jake Mellman out today as well, so go check that out if you want to learn real-time and hard-earned lessons about mushroom entrepreneurship from someone deep in the weeds of it currently.
The functional mushroom entrepreneur turned beverage founder discusses building a wellness brand around playfulness, the changing culture of nightlife, and why the future of social drinking may look very different.
Mycopreneur: You’ve built a following around Psilly Goose’s playful personality and behind-the-scenes content. What inspired you to launch the brand, and how did your previous experience in functional mushrooms shape the journey?
Jake Mellman: My co-founder and I are cousins, and Psilly Goose is our second business. We previously launched Troop, a functional mushroom gummy company, about four and a half years ago. We were early to the commercial mushroom gummy market, but we really didn’t know what we were doing when it came to marketing and e-commerce.
We were passionate about mushrooms and wanted to spread the word. But with supplements, we were talking about serious health concerns, and the brand started feeling a little misaligned with the fun lifestyle we wanted to promote.
We’d also been moving away from alcohol for years. We realized there were better alternatives for having fun with friends, and we wanted to build something around that.
Mycopreneur: You’ve described Psilly Goose as an effort to bottle up a feeling rather than simply sell a beverage. What does that mean to you?
Mellman: We want to spread silliness to the world. When you’re laughing with your friends and feeling present, you’re not worrying about the war, your finances, or everything else going on. You’re just happy to be alive and enjoying the moment.
That’s what we wanted to package and sell. We found kanna, a South African succulent, as one of the ingredients that fit our vision. We want people to experience that sense of joy, connection, and presence.
Mycopreneur: There’s a tendency to frame psychedelics exclusively around clinical applications, trauma, and mental health. Why is it important to preserve the fun and playful dimensions of these experiences?
Mellman: I’ve met legends like Paul Stamets and Rick Doblin who have spent decades advancing psychedelic research. They’re teaching people about the serious science, the studies, and the therapeutic pathways. I want to approach it from another direction.
I want to show people that these substances aren’t just about treating PTSD or healing trauma. They can also be about joy, laughter, and reconnecting with your childlike happiness. That’s our angle: showing people that this should be fun, too.
Mycopreneur: You’ve said the emerging mushroom and alternative beverage industries are unusually collaborative. Why do you think that is?
Mellman: Since we entered the mushroom space, we’ve been helped tremendously by our biggest competitors. People have welcomed us with open arms, and we try to do the same for others.
We’re not really competing against each other. We’re competing against established industries like alcohol and pharmaceuticals. We’re still a tiny blip compared with what the world consumes overall.
There’s so much room for the market to grow that we can all succeed together. I think that abundance mindset is one of the best things about this industry.
Mycopreneur: You see a shift toward wellness-oriented nightlife, from morning dance parties to social activities that prioritize connection. What do you think people are looking for?
Mellman: People still want to party, but they don’t want to suffer afterward. We were taught that if you wanted to have fun, alcohol was your only option, and a hangover was simply part of the deal. That’s changing.
People want to socialize, feel good, and remember the experience. When you’re in a nightclub where you can barely hear anyone, there’s not much opportunity to connect. I love seeing people bring back celebrations that are about meeting others, being present, and being happy to be alive.
Mycopreneur: Psilly Goose operates in a digital advertising environment where plant-based and cannabinoid products can face restrictions. How have you navigated that challenge?
Mellman: Honestly, you do the best you can and hope for the best. Advertising can feel like a slot machine. We try to limit our risk, maintain backup ad accounts, and be careful with our language.
We also work with an agency that understands the rules and boundaries of the beverage category. It’s frustrating, but you have to find ways to reach people while navigating the restrictions.
Mycopreneur: What lessons have you learned about building a consumer brand, even when you believe you have an exceptional product?
Mellman: We’ve made practically every mistake imaginable with our first business, and we’ve learned a lot from that experience. We’re now talking with other founders, learning from their mistakes, and trying to move faster and smarter.
But even when you have a phenomenal product, scaling is hard. We initially thought reaching a million dollars in monthly revenue during our first year would be relatively straightforward. It hasn’t been. You still have to do the work, build distribution, and get the product into people’s hands.
Mycopreneur: Regulatory uncertainty is another challenge for emerging beverage companies, particularly those working with hemp-derived THC. How are you thinking about the future?
Mellman: We don’t want to be a company defined by one compound. We’re a feeling company. We’ll find what’s available and permitted and use it to help people feel good.
That’s why we developed versions with and without THC. We want to be prepared for changing regulations, but we also want to build a movement. I want people to try the product, enjoy it, and become part of a community that advocates for more options.
Mycopreneur: You’ve spoken passionately about the idea of mental freedom. What does that mean in the context of the broader plant medicine movement?
Mellman: I think mind expansion should be a human right. We talk about the pursuit of happiness, but we restrict people's access to plants that may help them explore their minds, heal, and find happiness.
I’m a hyper-optimist. I want to build a movement with real people behind it, people who believe these options should be available. The more people experience alternatives and talk openly about them, the harder it becomes to ignore the conversation.
From our partners: There’s never been a better time to tap into the mushroom cultivation game, and Full Canopy Genetics has you covered whether you’re a first-timer or a seasoned cultivator
Mycopreneur: Finally, where can people follow the Psilly Goose journey?
Mellman: Visit drinkpsillygoose.com and find us on social media by searching Psilly Goose. We’re a family-run business, and we’re sharing the journey as authentically as we can. We’re not professional content creators; it’s my cousin and me doing our best and having fun along the way. We want people to follow along as we grow.