Summary:

In this episode of The Produce Moms Podcast, host Lori welcomes Amy Wood and Cristie Mather from the Mushroom Council to discuss the unique position of mushrooms in the food industry. They explore the sustainability of mushroom farming, current consumption trends, and the various mushroom varieties available. The conversation also touches on the health benefits of mushrooms, particularly in relation to cognitive health, and the importance of flavor in consumer choices. The Mushroom Council’s new marketing campaign, ‘It’s Not Magic. It’s Mushrooms.’ aims to engage younger consumers and promote mushrooms as a staple in everyday meals.

Takeaways:

• Mushrooms belong to a unique food kingdom, separate from fruits and vegetables.
• The Mushroom Council represents North American mushroom growers to increase demand.
• Mushrooms are grown year-round in controlled environments, making them sustainable as they take very little water, energy, and space to grow.
• Over 850 million pounds of mushrooms are consumed in the U.S. annually.
• Mushrooms are second only to pepperoni as the most popular pizza topping in America.
• The variety of mushrooms available has expanded significantly in recent years.
• Mushrooms are rich in ergothioneine, which may support cognitive health.
• Flavor is the primary reason consumers choose to eat mushrooms.
• The Mushroom Council is focusing on younger generations, Millennial and Gen Z, to increase mushroom consumption.
• The ‘It’s Not Magic. It’s Mushrooms.’ campaign aims to promote mushrooms as an everyday food. 

Chapters:

00:00 Introduction to the Mushroom Council

02:07 Meet the Leaders of the Mushroom Council

03:01 Understanding the Mushroom Council’s Role

06:28 Mushroom Farming Practices

09:29 Mushroom Consumption Trends

12:01 Mushrooms in Everyday Meals

14:17 Variety and Availability of Mushrooms

18:10 Mushrooms in Supplements vs. Fresh Market

21:00 Mushrooms and Cognitive Health

22:00 The Flavor Profile of Mushrooms

24:54 Innovations in Food Service and Partnerships

28:29 The New Campaign: It’s Not Magic, It’s Mushrooms

35:16 Personal Favorites: Enjoying Mushrooms

40:49 Closing Thoughts and Future Directions

Resources: 

Website: The Mushroom Council | Explore Mushrooms

Facebook: Mushroom Council | Facebook