About Hazella

Hazella is named after our two daughters, Hazel and Ella — the inspiration behind everything we grow and everything we stand for.

Born in rural New Zealand, Hazella exists to bring beautiful, premium-quality mushrooms to people who care about flavour, food integrity, and where their produce comes from.

We specialise in umami-rich oyster mushroom varieties, grown naturally, harvested at peak freshness, and handled with care from farm to table. Our approach is simple: respect the process, respect the land, and never compromise on quality.

From our small farm to your kitchen, Hazella delivers mushrooms that are clean, vibrant, and full of flavour — food that feels honest, nourishing, and alive.

Our family life shapes our vision. Our daughters choose mushrooms over meat without hesitation, and that simple truth guides everything we do. We believe mushrooms should never be treated as a “boring vegetarian option” or a substitute ingredient. They belong at the centre of the plate.

Mushrooms are rich, deeply savoury, and naturally umami. Their natural flavour-enhancing properties allow them to replace synthetic MSG and artificial additives — delivering depth, richness, and complexity in a clean, natural way.

They are also endlessly versatile. From everyday meals like stir-fries and sauces to bold, creative applications like jerky, desserts, and ice creams, mushrooms are not limited by category — they are limited only by imagination.

Our mission is to popularise mushrooms, elevate their status, and educate people on their value as a powerful, delicious, natural protein source — not as an alternative, but as a choice. We exist to show how simple, enjoyable, and natural it is to build meals around mushrooms as a star ingredient.

At the heart of Hazella is Lucienio — whose journey brings together science, craft, and culinary passion. With a background in mycology, the result of his graduation as a pharmacist, years of experience working as a chef, and the practical skill of a qualified plumber, Lucienio brings rare depth to the growing process.

This unique blend of scientific precision, food understanding, and hands-on craftsmanship allows Hazella to grow mushrooms with exceptional consistency, safety, and quality.

Hazella is not a factory operation.
We are not mass production.
We are not industrial farming.

We are a family farm.
We are growers.
We are craftspeople.
We are caretakers of the land.

We grow slowly, intentionally, and with purpose — because great food takes time, knowledge, and care.

Hazella exists to bring flavour, sustainability, and joy to every plate — and to help build a food system that values people, land, and quality over speed and scale.

🌱 BRAND PURPOSE
To grow food with integrity — and build a better relationship between people, land, and nourishment.

🎯 BRAND MISSION

To produce premium, umami-rich mushrooms using sustainable, science-led growing methods, while popularising mushrooms as a centre-plate ingredient — educating people on their nutritional value, natural flavour power, and role as a delicious, clean, natural protein source for any diet.

🌍 BRAND VISION

A future where:

Food is grown with care
Farms are human-scale
Quality matters more than volume
Sustainability is real, not marketing
Families trust their food sources
Local producers thrive
Mushrooms are celebrated as star ingredients

🧬 BRAND DNA

Family
Science
Craft
Integrity
Flavour
Sustainability
Local production
Natural growing
Community connection
Long-term thinking

🧠 BRAND POSITIONING

Premium local mushroom growers specialising in umami-rich oyster varieties, blending science, culinary expertise, sustainable farming, and family-led values.

🧭 BRAND VALUES

🌿 Integrity
We grow honestly, transparently, and responsibly.

🔬 Precision
Science-led growing ensures consistency and quality.

🍄 Craft
Every mushroom is grown with intention and care.

👨👩👧👧 Family
Our farm reflects our family values.

🌍 Sustainability
We protect the land that feeds us.

🤝 Community
We grow for people, not just profit.