Pan's Mushroom Jerky: Umami Shitake Mushroom Snacks!

What began as a family visit to Malaysia in 2006 turned into a life-changing discovery for Michael Pan, founder of Pan's Mushroom Jerky. While reconnecting with relatives, many of whom are vegetarian Buddhists, Michael was introduced to a variety of vegetarian dishes that showcased the versatility of mushrooms. Among them was a snack made from shiitake mushrooms—delicious, satisfying, and bursting with flavor. It was a family recipe that had been passed down for generations, and Michael knew he had stumbled upon something special that needed to be shared with the world. Returning to the Pacific Northwest, Michael worked tirelessly to perfect the recipe, blending his passion for food with his engineering background. What started in his home kitchen eventually blossomed into Pan's Mushroom Jerky, officially launched in 2018 with four distinct flavors, each inspired by his family's original creation. In this Delivery Rank’s interview, Michael shares the journey behind Pan’s Mushroom Jerky, from his Malaysian roots to building a plant-based snack brand, his passion for sustainable food choices, and the growing demand for healthier, delicious alternatives.

From Kitchen to Market: How did your family’s original mushroom recipe inspire  the creation of Pan’s Mushroom Jerky, and what role did tradition play in shaping the brand’s identity?

While visiting my family in Malaysia, they served me a snack that I absolutely loved, and I wanted to share it with the rest of the world. This is a snack that my family has been making for decades, so while I tweaked the recipe a bit, we kept most of the ingredients and process the same. Sometimes people assume that I wanted to create a better vegan jerky product and start from scratch, but I’m really just sharing something my family and I enjoy so much!

Pan’s Mushroom Jerky launched in 2018 with four distinct flavors. What inspired those particular choices, and how do you decide on new flavor profiles today?

I tested several iterations of the product myself for months, and we eventually worked with the  Food Innovation Center here in Portland to finalize the flavors. We worked on a few different flavors before deciding on Zesty Thai, Salt & Pepper, Applewood BBQ, and Original. I was hesitant to launch a BBQ flavor because I was unsure it would be a good fit for our brand. But after taste testing it I couldn't say no, and it’s now a top seller for us! For our newer flavors, we worked with an award-winning product developer and we’re going to introduce brand collaborations in the future.

Mushrooms are gaining popularity for their health benefits and unique taste. How do you educate new customers on the nutritional value and versatility of mushroom-based snacks?

I think that generally folks have known how good mushrooms are for them, and now they’re finding innovative ways to add them to their diet. The popularity of mushroom supplements, coffees, powders, and even chocolate have helped educate and encourage folks to take advantage of the health benefits of mushrooms, and we’re proud to offer a unique way for folks to eat mushrooms as an on-the-go snack that’s packed with umami flavor.

Your family’s story plays a huge role in Pan’s Mushroom Jerky’s brand narrative. How do you ensure that authenticity and connection remain central as the company continues to grow?

We communicate our brand’s story whenever we talk about the product. It’s on our packaging, our website, and even in the company name “Pan’s”. And as we grow, we will centralize Pan’s as a mushroom brand when we launch more mushroom products. I also find that featuring myself in the marketing helps keep that connection alive- people can see that I’m still here, after all these years, working hard to share my family’s mushroom jerky to the masses.

Pan’s Mushroom Jerky has built a loyal following. What strategies have you used to engage with your customers and foster a sense of community around the brand?

Our episode of Shark Tank was a perfect opportunity for me to tell my story and to share this product. I think that folks are excited to follow us along our journey, because they see how their support enables a small business to grow. We send out emails regularly and keep our social channels updated with fun content so folks can celebrate wins (big and small) with us.

To read more about Pan's Mushroom Jerky, please visit https://www.mushroomjerky.com/