Ethnomycology is defined as: The study of utilization of fungi by common people, as food or medicine, or in crafts, stories, or rituals.
This is exactly how Ethnomycology Inc started, as a curiosity by a couple of common people wanting to utilize the mushroom for our own reasons. Kenyon visited the lab I had set up in a spare bedroom at the house in Springfield and wanted to recreate it at his place in White Hall.
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