Creative marketing campaign for a new book about mushrooms features real mushrooms sprouting from paper book eaten by the author.

“Entangled Life: How Fungi Make Our Worlds, Change Our Minds & Shape Our Futures” book written by Merlin Sheldrake was soaked in boiling water. The fungus was introduced to the book in the form of Pleurotus (oyster mushroom) myceliated grain and sealed in plastic bag in the dark.

After two weeks, it became possible for the author to eat his own words.

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