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Thanks to a “shroom boom” partly turbocharged by increased interest in both the aesthetic and psychedelic qualities of mushrooms, news of the potential health benefits of nonpsychedelic mushrooms has spawned a growing supplement market for so-called “adaptogenic mushrooms” in North America.

A purchase of $10.40 or more at the New York-based restaurant chain can get you a free Black Truffle Burger, Black Truffle ’Shroom or Black Truffle Parmesan Fries.

The pair were inspired to launch MMA after a shroom trip in Amsterdam.

Beyond the medical industry, psychedelic aesthetics are jumping from counterculture into the mainstream: There are now black light-lit bars that specialize in kava, a root plant that can produce low-level psychoactive effects; immersive art chains like Meow Wolf, which sells chromadepth glasses that mimic a trip by producing prismatic halos around lights; and even a brand new shroom festival in Denver, which will have mushroom grow kits for sale.

She’s also the author of “Good Fish” and “Shroom.”