Author of Book on Mushrooms Lets Mushrooms Eat His Book, Then Eats Mushrooms

When it comes to promoting a book on mushrooms, I think it’s safe to say that no one will top biologist Merlin Sheldrake’s marketing campaign anytime soon.

Entangled Life: How Fungi Make Our Worlds, Change Our Minds, and Shape Our Future is an intriguing book on the fascinating life of various fungi, written by biologist Merlin Sheldrake. But at the end of the day, it’s still just a book on mushrooms, and most people just aren’t drawn to that sort of literature. But Sheldrake came up with an ingenious PR campaign to promote his book that drew the attention of the art world and the general public, not just of fungi enthusiasts. He let his book on mushrooms be devoured by pleurotus mushrooms and then ate those mushrooms himself.

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