{
  "id": 12864470,
  "title": "Jake Plummer Says Customers Don’t Understand Mushrooms. He’s Trying to Change That.",
  "url": "https://urgent.news/2026/10/08/jake-plummer-says-customers-dont-understand-mushrooms-hes-trying-to",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-08T12:00:00.000Z",
  "source": {
    "name": "Inc.",
    "slug": "inc",
    "url": "https://www.inc.com/inc-video/jake-plummer-says-customers-dont-understand-mushrooms-hes-trying-to-change-that/91413775"
  },
  "original_language": "en",
  "account": null,
  "summary": "After his NFL career, Plummer co-founded Umbo around functional mushrooms. Now he says the company’s biggest hurdle is educating customers who still hear “mushrooms” and think psychedelics.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}