Newsroom

New research from the Mushroom Council is providing fresh insight into an important opportunity for category growth: consumers who already enjoy fresh mushrooms but could be persuaded to buy them more often.

“Summer presents a strong opportunity for mushroom category growth, driven by grilling occasions and consumer interest in fresh, flavorful, healthy ingredients,” said Cristie Mather, Vice President of Marketing, Mushroom Council. “Simple merchandising, education and meal inspiration can encourage shoppers to enjoy mushrooms in new ways and help drive incremental sales.”

The Mushroom Council has welcomed one new board member and elected its officers for 2026. The call for nominations for the 2027 – 2029 term is now open.

The Mushroom Council announces its new Mushroom Marketer’s Toolkit, a turnkey resource designed to help grocery retail personnel from headquarters to in-store teams drive mushroom sales and shopper engagement.

The Emmy-winning chef headlines the commodity board’s 2026 campaign to keep mushrooms on the mind as the ultimate no-fuss, flavor-packed staple.

This strategic brand update aligns with the Council’s new marketing platform, “It’s Not Magic. It’s Mushrooms.,” reflecting the everyday convenience and functional nutrition benefits that mushrooms offer, attributes highly valued by younger generations.