Mason Taylor from SuperFeast
Mason Taylor started SuperFeast from his mum’s garage back in 2011 fuelled by a passion for health and the desire to access the world's best supplements, herbs and medicinal mushrooms—we chat to Mason about his incredibly inspiring journey.
Photography: Courtesy of SuperFeast
Mason Taylor with his wife, Tahnee, who works alongside him at SuperFeast and their two young children.
‘For SuperFeast, it's about more than just reducing disease; it's about fostering a community of superhumans ready to embrace elderhood with vigour and wisdom,’ Mason Taylor.
‘Mason's Mushrooms was the first product I brought to life, and it's become so synonymous with SuperFeast that some people even think the company is named after it.’
‘At the outset, my business acumen and clarity might have been lacking, but my commitment and intuition were unwavering,’ says Mason Taylor.
‘When I discovered Taoist tonic herbalism it was like a shot of new life. This practice was based fully on the potentiation of the body’s physical and spiritual makeup.’
Hello Mason—the SuperFeast journey started from humble beginnings in your mum’s garage – do you believe anything is possible if there’s passion, belief and persistence?
Mason: Back in my mum's garage, I felt like anything was possible. I wasn’t hung up on the specifics of what we'd eventually be doing, but there was this undeniable sense that we were going to make a huge impact. Didn’t matter how it would shape up; I just knew we were onto something big.
From the start, two powerful source motivations drove us. First, we wanted to powerfully challenge the dominant health institutions that were excessively eager to dictate personal health choices, often crossing the line into controlling how individuals manage their own well-being. We saw an opportunity to be a part of the shift to bring harmony to this space, advocating for the idea that people can, and should, take ownership of their health journey.
Second, I was deeply troubled by the widespread health decline, particularly among the elderly, who face disease and degeneration when they should be stepping into elderhood empowered to share their wisdom. It wasn't just about fighting disease; it was about transforming the approach to aging, making it a time of strength and knowledge sharing rather than one of decline.
At the outset, my business acumen and clarity might have been lacking, but my commitment and intuition were unwavering. This path has always been about more than just building a company; it's been about staying true to the core principles that I felt and knew SuperFeast embodied as it was born. Despite the challenges and steep learning curves, my determination to follow these guiding principles has never wavered. They were my compass, shared and ingrained into our culture from day one. As I onboarded people, I made sure these principles were not just understood but woven into the very constitution of SuperFeast.
This shared commitment to our foundational beliefs assured me that anything was possible. It has empowered us to continuously evolve, ensuring that our journey of discovery aligns with making a meaningful impact. It's this alignment of team, principles, and evolutionary purpose that has guided SuperFeast toward realising its potential for success and impact. I do believe that if a company is established this way then anything is possible.
What was the very first product you ever worked on?
Mason's Mushrooms was the first product I brought to life, and it's become so synonymous with SuperFeast that some people even think the company is named after it. Its recognition goes beyond our expectations; I've had hundreds of encounters now where people recognise me in the most random situations as 'the Mason's Mushrooms guy,' which speaks volumes about its impact.
Why is it still such an important part of the SuperFeast selection?
Medicinal mushrooms stand at the heart of our product line because they embody our intention to support people to choose engaging with their health rather that further declining into institutional dependance more than any other. This particular blend of eight mushrooms was designed not just as a supplement but as a catalyst for profound health transformations. People who incorporate Mason's Mushrooms into their lives often report significant improvements in energy, immunity, and overall health. It’s more than just feeling better; it’s about a deep, embodied change that shifts how they view their health journey, further reinforcing that they do have ability to make massive shifts themselves.
The feedback has been overwhelmingly positive, with many sharing how this blend has allowed them to take control of their health destiny. Because of its ability to enact such meaningful change, Mason's Mushrooms remains a cornerstone of our selection. Its ongoing popularity and impact affirm its place as not just the first product I ever created, but also as a vital component of SuperFeast’s mission and long-term vision.
The most rewarding part of your job is…
The thrill of steering SuperFeast through quantum leaps in our business structure, enabling us to venture into new market realms while steadfastly carrying our core principles. It's akin to embarking on a pirate's journey, navigating uncharted waters and territories previously untouched by operations like ours. We manoeuvre through these institutionally dominated areas like a mycelial network—subtle, pervasive, and transformative—introducing harmony into these environments.
This process of expansion is not just about growth; it's a two-way street of learning and adaptation. As we integrate into new spaces, we absorb the 'rules of the game,' allowing these insights to enrich our approach. The ability to infiltrate these new domains, all the while maintaining our foundational ethos, is exhilarating. It’s like weaving a web of positive influence, unseen yet impactful, fostering harmony both within and beyond our immediate sphere. This dynamic interplay of growth, learning, and influence is, without a doubt, the most rewarding part of leading SuperFeast.
And the most challenging aspect...
The most challenging aspect of my job mirrors the rewarding parts—it's the very process of growth and expansion itself. The core challenge lies in the constant demand for personal and professional evolution, ensuring I can continue to steward the essence of SuperFeast effectively. This journey has propelled me into unforeseen directions, pushing boundaries far beyond my initial expectations.
The challenge intensifies during periods of expansion, as we navigate the evolving landscape of our business. It's crucial to remain anchored to the company's foundational essence, ensuring our growth aligns with our core values rather than being swayed by personal or collective agendas. This delicate balance requires a vigilant reassessment of our operations and structures to support ongoing development, akin to nurturing a child through its growth spurts.
Mason Taylor on a sourcing trip to China.
“ It’s this alignment of team, principles, and evolutionary purpose that has guided SuperFeast toward realising its potential for success and impact. I do believe that if a company is established this way then anything is possible.”
‘To this day SuperFeast is 100% family owned and we pride ourselves on being a family business,’ says Mason Taylor.
Cordyceps – lung & kidney tonic.
‘Medicinal mushrooms stand at the heart of our product line because they embody our intention to support people to choose engaging with their health rather that further declining into institutional dependance more than any other.’
The most valuable piece of advice you would give to someone looking to break into the health industry…
If you're looking to make a real difference in the health industry, start by stepping away from conventional paths focused solely on market share and competitive dynamics. Aim to create something with a profound impact, not just another product that adds to the noise without a genuine purpose.
Begin with a foundation that's both raw and bold, capturing feelings and ideas that might seem unrealistic at first. This is the essence of your company—the heart and soul that sets it apart. Let this essence inspire your company’s Evolutionary Purpose statement, a declaration that guides every decision and action your business takes. For SuperFeast, it's about more than just reducing disease; it's about fostering a community of superhumans ready to embrace elderhood with vigour and wisdom.
This purpose, your 'Why,' should be clear and compelling, a beacon that illuminates the path forward. Next, define your 'How'—the unique approach and ethics that will enable you to bring your vision to life. For us, it involves reviving ancient traditions and empowering our community with knowledge and support on their journey towards health.
Only after these elements are in place should you focus on the 'What'—the actual products or services you'll offer. This final step is about embodying your core essence and mission in tangible offerings that can truly benefit people's lives.
Rushing straight to product development without a deeply understood essence and purpose is a misstep. If you can’t yet articulate your company's soul and vision in a way that inspires and resonates, it’s time to revisit your foundation. SuperFeast’s commitment to offering revered tonic herbs and adaptogens is deeply intertwined with our broader mission and values, ensuring every product we create is a direct extension of our essence and purpose.
What do you believe to be the true definition of good health?
Good health, in its truest form, is the capacity to navigate life without premature degeneration—physically, mentally, and emotionally. It's about having the vitality and resilience to bring our aspirations to fruition throughout our productive years, while also assimilating life's lessons. This process allows us to gracefully transition into elderhood, equipped with wisdom and perspective that enable us to serve as guiding lights, rather than burdens, to society and our loved ones.
It involves cultivating a balance that prevents us from imposing unresolved issues onto others, fostering an environment of growth and healing. True health culminates in achieving clarity of mind and purity of heart as we approach life's ultimate transition, allowing us to embrace the next journey with intention and peace. This comprehensive approach to well-being ensures we live lives full of meaning, purpose, and connection, leaving a positive legacy and moving forward with confidence.
For you personally, what’s the most fascinating attribute about medicinal mushrooms and their health benefits?
What captivates me most about medicinal mushrooms are their intricate interactions with the human immune system, particularly through the action of beta-glucans. These complex sugars act as prebiotics, nurturing beneficial gut flora, and play a pivotal role in engaging the gut-associated lymphoid tissue (GALT) macrophages. Once ingested, beta-glucans are broken down and their fragments interact with various immune receptors, essentially 'turning on the lights' within our immune system. This process facilitates a sophisticated form of immune regulation, fine-tuning our body's defence mechanisms in a way that seems almost tailor-made for us by nature.
The elegance of this interaction is profound. It suggests that humans and medicinal mushrooms share a deeply entwined evolutionary connection, one where our bodies are hardwired to recognise and benefit from the constituents of these fungi. The ability of mushrooms to modulate and enhance immune function in such a specific and beneficial manner underscores the sophistication of natural compounds and their potential role in health and wellness. It's a fascinating reminder of how interconnected we are with the natural world, and how much we can learn from it to improve our health.
The best lesson you’ve learnt since starting SuperFeast?
Being a family-owned business is at the core of SuperFeast's identity for a profoundly simple reason: it allows us to honour the ancient traditions and lineage of the Taoist tonic herbs we work with, without compromise. These herbs, revered for over two millennia as the 'Superior herbs' of Taoist herbalism, demand a level of respect and integrity in every aspect of our operation—from sourcing and extraction to marketing.
Owning 100% of the company and running it alongside my wife grants us the autonomy to make decisions that stay true to these traditions. This independence means we can resist the pressures to conform to market trends or operational conveniences that might dilute our commitment to the herbs' lineage. In contrast to businesses beholden to shareholders or external stakeholders, our family ownership allows us the freedom to operate SuperFeast according to our values, ensuring that every decision reflects a deep respect for the heritage of our products.
This approach isn't just about maintaining control; it's about fostering a genuine connection with our community and customers who value and understand the importance of this authenticity. By emphasising our status as a family-owned business, we signal our unwavering dedication to preserving the integrity and wisdom of ancient Taoist herbal practices, ensuring they are passed on and respected for generations to come.
What are you most excited for when it comes to the SuperFeast future journey?
As SuperFeast embarks on its next chapter, my excitement is twofold. First, we're in the process of adopting a business structure inspired by the visionary works of Buckminster Fuller, focusing on syntropic business principles, and incorporating insights from Reinventing Organisations and Holacracy. This transformation is aimed at evolving SuperFeast into a self-regulating, nature-aligned entity. The prospect of seeing our company flourish as a model of innovation and autonomy in the business world fills me with anticipation.
Equally thrilling is the prospect of witnessing the expanding reach and impact of our herbs and educational efforts. I'm eager to hear stories from beyond the traditional wellness sphere—be it from elite athletes, medical professionals in oncology wards, or individuals who are just beginning to explore their health journey. Our mission has always been to enlighten people about the profound benefits of these ancient herbs, supporting them through life's challenges and transitions. The potential for exponential growth in our ability to touch lives across diverse communities and fields is incredibly motivating.
This dual focus on internal innovation and external impact encapsulates the essence of my excitement for SuperFeast's future. It's about more than just growth; it's about pioneering a sustainable, enlightened approach to business and wellness, and seeing the tangible effects of our work in the wider world.