LEAMINGTON, ON - Highline Mushrooms, a leading North American grower and category innovator in fresh mushrooms, is expanding its partnership with Instacart to strengthen digital shelf presence and support retail partners with measurable mushroom category growth.

Building on successful testing, Highline is scaling Instacart Sponsored Products and display advertising to reach shoppers during key moments in the online grocery journey—search, discovery, and checkout—helping convert shopper intent into cart adds.

“This is exactly what our rebrand was built for,” said Kelsey Coon, Sales and Marketing Manager at Highline Mushrooms, in the recent release. “We’re bringing more energy to the category, strengthening visibility online, and making it easier for shoppers to choose mushrooms—no matter how they shop.”

As online grocery continues to evolve, retail media is becoming a powerful driver of shopper decisions at the digital shelf. Instacart has highlighted that campaigns can deliver 15%+ incremental sales lift on average, reinforcing the ability to drive growth beyond traditional merchandising alone. (Source: Instacart Ads)

Highline’s Instacart expansion complements its broader omni-channel presence across Pinterest, Meta, and Google, supported by a proven network of trusted influencer and creator partners who help make mushrooms feel approachable through real-life meal inspiration and everyday usage content.

This expanded presence strengthens Highline’s mission to grow mushroom consumption by making mushrooms easier to find, easier to choose, and easier to use—supporting retailers with increased visibility, improved conversion, and incremental category dollars.

For more information, visit www.highlinemushrooms.com.