Press Kit May Issue, 2023

Food Documentary Magazine

Magazine F No.23 MUSHROOM (EN)

Category

Magazine > Culture / Lifestyle

Publisher Baemin, Magazine B | 170 X 240mm, 148 pages

Price KRW 18,000 | ISBN : 979-11-9810-858-6 03070

Date of Publication May 10, 2023 | Editing and Marketing Magazine B

■ About the Publication

Magazine F is a food documentary magazine co-created by Magazine B and Baemin, which introduces one particular ingredient that has had a significant impact on people’s table. Baemin has become a critical mover and shaker in South Korean contemporary food culture, and B provides a balanced view on brands through multi-layered stories. This collaboration brings together these two areas of expertise in F, which is hoped to become a record of essential ingredients and food culture of our time.

■ About the Publishers

Baemin

Baemin is a food-tech company, founded in June 2010, by owner Bongjin Kim. With over 3 billion downloads, it is considered Korea’s number one delivery app that leads the food delivery industry under the mission of “Good Food Wherever You Want”. It now plans to expand its multi food-tech company in creating unique businesses like Baemin Riders, Baemin-Chan, and Baemin-Sanghwe.

Magazine B

Magazine B is an ad-free monthly publication that dedicates each issue to one well-balanced brand unearthed from around the globe. The magazine introduces the brand’s hidden stories, as well as its sensibility and culture, and is an easy but also serious read for anyone with an interest in brands.

■ About the Issue

Mushrooms are found in many different shapes and sizes. Neither plant nor animal, these

fungi are generally talked about in terms of the fruiting body and the mycelium. The

mycelium, which absorbs nutrients, is typically attached to tree roots and forms a fluffy,

thread-like network. The fruiting bodies—the mushrooms we eat—feed off of the mycelium

to bloom and produce spores for reproduction. Some varieties like the white button, oyster,

morel, and shiitake offer a natural umami and aroma unique to specific parts of the world,

and are undeniably tied to regional cuisines. The truffle, in particular, is a luxury ingredient

from central Italy that is as valuable as a precious metal. Outside the fine-dining scene,

mushrooms are emerging as key components in meat alternatives and new materials, and

the amazing potential of these fungi is expanding every day.

■ Contents

2 Intro

8 Letter from F

12 Truffle Hunting

A truffle hunt with Savini Tartufi, Tuscany’s iconic truffle brand

24 Companions

Truffle hunters and their sniffing dogs

32 Hunting Dogs

Bootcamp for truffle-hunting dogs

34 In Alba

The Alba White Truffle Fair

42 Mushroom Encyclopedia

Representative mushroom species and their characteristics

49 Academic Manual

The history, tradition, and innovations surrounding mushrooms

68 F Cut

Unexpected forms and colors of mushrooms that create natural beauty

76 Interview

76 Régis Marcon

The owner-chef of Régis et Jacques Marcon talks about his passion for mushrooms and other wild ingredients as well as what he considers the essence of gastronomy

84 Enrico Crippa

The chef of Piazza Duomo adds new techniques and value to traditional local dishes.

92 On the Plate

Various mushroom dishes filled with culture and nature

100 Indoor Farms

Indoor mushroom farms in urban spaces

114 Mushroom Enthusiasts

Meet people who are really into mushrooms

126 Interview

Merlin Sheldrake

A biologist talks about the roles and importance of fungal networks

132 Retail

These truffle shops explore new possibilities while preserving their traditions and unique facets.

138 City Dive

A city guide by F

140 References

Books and films recommended by mushroom experts

147 Index

10 – Contents

12 – Truffle Hunting

34 – In Alba

46 – Mushroom Encyclopedia

52 – History

84 – Interview / Enrico Crippa

92 – On the Plate

106 – Indoor Farms

128 – Interview / Merlin Sheldrake

132 – Retail