NATURE’S FYND // WHY TRY FY

Scientists had discovered something special deep in Yellowstone: a protein-rich, sustainable fungi that could be transformed into a series of versatile, delicious foods. They called it “Fy” and created a company to bring it to market. Nature’s Fynd found us, and asked for some launch work that highlighted the key ingredient, established the trademark look and alerted folks to its presence at Whole Foods. Some good fyn ensued.