Key points
- Hi-D produces an eco-friendly range of Vitamin D products using UV-exposed mushrooms, providing a plant-based alternative to animal-derived supplements.
- Our Kick-Start program enabled the startup to significantly increase Vitamin D2 concentrations in their product and make their production processes more efficient.
- By participating in our RISE Accelerator, Hi-D has gained valuable expertise, market insights and the connections to help them enter the Indian market and grow internationally.
Mushrooms are one of the most sustainable foods on the planet. Depending on the way they’re produced commercially, they can have a small environmental footprint compared to many other foods.
Fuelled by their passion for health and sustainability, Hi-D founders Nicoleta and Daniel Ionita spotted a gap in the market. They identified the lack of an eco-friendly, whole-food, organic Vitamin D option.
Vitamin D is essential for bone health and immune function, and it exists in two primary forms: Vitamin D2 and Vitamin D3.
While Vitamin D3 is typically animal-sourced, Vitamin D2 comes from plants and fungi, including mushrooms which are rich in ergosterol, a precursor to Vitamin D2.
Hi-D developed a range of Vitamin D products using their bespoke UV technology which converts the natural ergosterol in mushrooms into Vitamin D2. This provides a plant-based alternative for people to take at home and can also serve as a food fortifier in various industries.
Through our CSIRO Kick-Start program, Hi-D collaborated with researchers to optimise the concentration of Vitamin D2 in their mushroom powders.
More recently, they took part in our Rapid Innovation Startup Expansion (RISE) Accelerator program to help them fast-track their entry into the Indian market.
Hi-D shares how these programs have been instrumental in their commercialisation journey.
Kick-starting product performance
The family-run startup is based in the Northern Rivers region of NSW. They applied for the Kick-Start program to help validate and enhance their product development.
Daniel Ionita is a co-founder and head of research and development (R&D) of Hi-D.
“The program was an ideal fit for us with its focus on assisting businesses that lack the resources and expertise to test and develop their products efficiently,” Daniel said.
Before participating in Kick-Start, Hi-D struggled with achieving consistent Vitamin D2 concentrations in their product. Daniel said the highly collaborative nature of the program was invaluable, with CSIRO research enabling significant improvements. Over 12 months, Hi-D worked closely with our scientists, who travelled 1,700km from Melbourne to understand their processes.
Led by Principal Research Scientist Dr Henry Sabarez, our team tested various ultraviolet (UV) treatments to enhance Vitamin D2 levels in mushrooms.
“We found that the optimal UV treatment increased Vitamin D2 levels in mushroom powder by about 35 times compared to the untreated samples,” Henry said.
Our team also helped Hi-D develop a more efficient drying process, boosting production while reducing energy use and supporting the startup's sustainability goals.
“We use the whole mushroom to ensure zero waste. Unlike many Vitamin D products derived from animal or plant extracts, Hi-D offers a whole-food variant by using the entire fruiting body of the mushroom. This approach helps to retain additional benefits, such as antioxidants known as ergothioneines," Daniel said.
"We also avoid any water and chemical use in our processing and use 100 per cent recyclable packaging.”
Rising to the global stage
Building on their success with the Kick-Start program, Hi-D applied for the RISE Accelerator, which we co-deliver in partnership with the Government of India’s Atal Innovation Mission.
“India's huge economy and high Vitamin D deficiency – alongside its significant vegetarian and vegan population – make it a perfect market for us,” said Daniel.
Hi-D were selected to join RISE Accelerator’s first Circular Economy cohort. They collaborated with experts from India and Australia to refine their market-entry strategy and tailor their value proposition for India’s specific customer segments. Additionally, the program’s Immersion Week in India allowed Hi-D to conduct in-country market research and pitch their product to potential Indian partners.
Since then, Hi-D has successfully passed compliance testing against the Food Safety and Standards Authority of India standards, critical in securing potential sales and distribution in the market.
Daniel said the program had been a real game-changer for them as a small business looking to expand globally.
“The program deepened our understanding of export processes and cultural nuances in the target market. It also provided invaluable connections and expert guidance that we would otherwise not have had access to as a startup,” he said.
Hi-D's success with our Kick-Start and RISE Accelerator programs showcases how businesses can leverage expert guidance to innovate and grow. Whether you're looking to enhance your product development or expand into global markets, our programs can help you achieve your goals.