PR for functional supplements: Hifas da Terra

Hifas da Terra stands for high-quality medicinal mushroom supplements with real relevance: well-founded, nature-based and innovative. Long established in Spain, the company launched its brand communications in Germany in 2025. Fullstop PR is supporting Hifas da Terra Germany with a strategic launch campaign aimed at building trust in the brand, providing health education and dispelling reservations about “medicinal mushrooms”. The focus is on media relations, editorial deep dives and interviews with the founder and with naturopathy professionals.

The dietary supplement market in Germany is fiercely competitive and marked by scepticism towards new active ingredients, especially when it comes to mushrooms. For many consumers, medicinal mushrooms need explaining or carry esoteric associations. Hifas da Terra faced the challenge of creating visibility in an information-saturated environment, dispelling reservations and at the same time emphasising its own scientific expertise, without slipping into purely academic communication.

Our solution: a multi-stage PR strategy that builds trust through well-founded storytelling. To start, we developed an introductory press release that positioned Hifas da Terra in the market with its vision and scientific basis. Building on this, content-focused topic campaigns followed in which we specifically explained the health benefits of individual medicinal mushrooms. The communications mix ranged from editorial trade articles and exclusive interviews with the founder to product tests with lifestyle and health media with strong reach. Every measure aimed to break down information barriers through clear, entertaining and yet well-founded content.

In the very first weeks, we were able to place the brand in relevant media and generate the first editorial enquiries. Through the targeted combination of storytelling, education and personality-led communication, Hifas da Terra has built trust and laid the foundation for lasting brand awareness in Germany. The launch is therefore not only visible in the media but has also arrived credibly in the community.