Newsroom

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. 

The Mushroom Council® helped fuel the conversation around food and cognition at this year’s Food & Nutrition Conference & Expo™ (FNCE®), sponsoring a featured segment at a sold-out invite-only “Energize and Thrive” brain health retreat in Nashville this fall.

Mushroom Council 2026 Campaign Features New Consumer Marketing Strategy and Increased Ad Spend to Cultivate the Next Generation of Frequent Mushroom Shopper 

Mushrooms are your summer grilling essential! Grilling enthusiast Katherine Salom (@GirlGoneGrilling) shares why these “meaty, flavorful” veggies are perfect for the grill, soaking up marinades and seasonings. Learn pro tips for perfectly grilled mushrooms, from portabellas to skewers and “The Blend.” Plus, get delicious recipes like Steak and Mushroom Kebabs and Portabella Burgers.

New LTO features portabella, shiitake and white button mushrooms

Menus, market counters and media events bring mushrooms front and center in New York, Chicago and Los Angeles.