TL;DR

• There is no fresh Lion's Mane fungi in NZ, because it is illegal to grow it here. However, it can be imported as a dried supplement.
• A bunch of years ago, a NZ Mushroom grower started calling a native NZ Mushroom (Peke Peke Kiore) - NZ Lion's Mane - instead. Probably thinking it would be easier to sell, because the use of the real-Lion's Mane was trending. Trending due to the broad and deep research (involving peer-reviewed studies and clinical trials) of its potential therapeutic benefits.
• Many NZ-based supplement providers have now dropped the 'NZ' and now just call it - Lion's Mane - further confusing many consumers who don't know the difference.
• In addition, they are making medical claims about Peke based on zero evidence. These claims are attributed to the real-Lion's Mane.
• If you feel duped or this feels just plain wrong, you can report your concern here: https://comcom.govt.nz/report-a-concern

The great Lion's Mane switch-a-roo

It all started innocently enough, several years ago. A reputable New Zealand mushroom grower began calling the native New Zealand fungi, Peke Peke Koire (Hericium novae-zealandiae), “NZ Lion’s Mane.” The thinking was likely that no one in New Zealand knew what Peke Peke Koire was, but Lions Mane (Hericium erinaceus) was starting to trend, so they decided to rename it that to make it easier to market.

• The problem is: Lion’s Mane is trending because of the significant scientific research into its therapeutic properties, particularly its nootropic value, which suggests it may stimulate nerve growth and improve brain health.
• On the other hand, Peke Peke Koire is unknown to have any therapeutic value. Therefore, calling in NZ Lion’s Mane infers that it is the same mushroom with the same health benefits, which it is not.

Local growers in New Zealand can’t grow the actual Lion’s Mane mushroom because it’s illegal under the ‘New Organism/Harmful Organism Act’. The act aims to protect native mushrooms like Peke, as the real Lion’s Mane could outcompete or hybridise with it, destroying its unique character. Consequently, NZ growers who can’t grow the real mushroom pass Peke off as Lion’s Mane.

Many mushroom growers, many of whom are new to the industry, now simply refer to their product as Lion’s Mane, dropping the NZ and any mention of Peke or its botanical name Hericium novae-zealandiae. 

New Zealand consumers are unaware that the product they purchased is not what they are receiving. Essentially, it’s like putting an Audi logo on a Skoda and telling buyers it’s an Audi because they’re made by the same company. I would call this practice unethical at best and potentially illegal at worst. 

NZ's history of misleading advertising

If this situation sounds eerily familiar, it’s probably because it’s similar to the Munuka honey scandal that occurred about a decade ago. This involved a series of issues surrounding the production and sale of mānuka honey, including allegations of adulteration, misleading labelling, and disputes over the definition of authentic mānuka honey. For those unfamiliar with the scandal, here are some helpful links:

• ‘A laughably self-serving study’: Industry backlash over fake manuka honey claims (14-Apr-2023 by Flora Southey)
  New Zealand’s manuka industry is being accused of misleading consumers after it alleged that honey derived from species other than the Leptospermum outside of New Zealand is inauthentic. https://www.foodnavigator.com/Article/2023/04/14/fake-manuka-industry-backlash-over-misleading-honey-claims/
• Fake Honey: What You Need To Know About Counterfeit Honey (And How To Avoid Buying It) https://newzealandhoneyco.com/blogs/honey-articles/fake-manuka-honey-what-you-need-to-know

So, is Peke a therapeutic fungus?

It is possible that Peke has therapeutic properties, but I haven’t been able to find any clinical trials or other evidence to support current health claims. There have been a few studies aimed at isolating some of Hericium’s unique features to compare Lion’s Mane to Peke however results are not in Peke's favour. Non of these sturies are peer-reviewd or involve clinical research.

Here is a link to an article from another prominent mushroom grower that reaches a similar conclusion. He goes into more detail about the analysis and subsequent misleading claims regarding Peke's potential health claims. The relevant info is at the bottom of the article. https://www.sporeshift.co.nz/post/growing-nz-native-mushrooms

Bring Peke back!

What's wrong with calling it as it is? Peke Peke Kiore is a beautiful name, and it sure has a better ring to it than simply Lion's Mane. Restoring its honour and pride as a unique and native mushroom.

What to do if you feel you've been duped!

If you have been buying Peke and the person selling it told you it was Lions Lane, you should be incensed. That is misleading advertising. If you bought it because the seller made medical or therapeutic claims, that is even worse. They now fall foul of the Medicines Act.

However, there is something you can do about it. Complaints are handled by the NZ Commerce Commission. You can report your concern here: https://comcom.govt.nz/report-a-concern

Understand what's on the label.

Here's a great article about how to read a mushroom supplement label, so you don't get duped. https://mycobio.co.nz/what-to-look-for-when-buying-mushroom-supplements/