Mushroom Council Names Amy Wood Its New President

LEE’S SUMMIT, MISSOURI – (AUG 6, 2024) – The Mushroom Council has named produce marketing strategist Amy Wood its new President & CEO.

Wood assumed the role this month after the Mushroom Council conducted an exhaustive national search following the planned transition of prior President Bart Minor, who had led the Council for 26 years.

Wood will be responsible for developing and overseeing strategic marketing, communication, research and promotion programs designed to bring profitable returns to U.S. mushroom farms and importers by increasing awareness and consumption of fresh mushrooms.

Wood brings more than two decades of food marketing and communications expertise to this critical position, with a heavy emphasis on produce marketing. She most recently was Senior Vice President, Food Strategy at integrated food and agriculture marketing communications agency Curious Plot, which has represented the Mushroom Council for the past nine years.

While at the agency, Wood led planning and strategy for such Mushroom Council initiatives as the Blended Burger Project, Feed Your Immune System, Mushroom Monday and more. She represented additional clients including California Avocado Commission, National Watermelon Promotion Board and Sun World International.

“Amy is a true food marketing strategist and leader who not only is ready to go on day one because of her near decade of immersion in the mushroom industry, but also because of her vast background leading and counseling marketing teams for dozens of commodity boards and organizations,” said Michael Stephan, Chairman of the Mushroom Council.

“Like so many other commodity boards and associations, the mushroom industry finds itself at the critical intersection of maintaining its loyal customer base while expanding and attracting new shoppers,” said Wood. “I look forward to the challenge ahead.”

About the Mushroom Council

The Mushroom Council is composed of fresh market producers and importers who average more than 500,000 pounds of mushrooms produced or imported annually. The mushroom program is authorized by the Mushroom Promotion, Research and Consumer Information Act of 1990 and is administered by the Mushroom Council under the supervision of the Agricultural Marketing Service. Research and promotion programs help to expand, maintain and develop markets for individual agricultural commodities in the United States and abroad. These industry self-help programs are requested and funded by the industry groups that they serve. For more information, visit mushroomcouncil.com.

Mushrooms complement almost any everyday meal — from appetizers and salads to main dishes and sides, mushrooms can be enjoyed in so many ways. Find some of Mushroom Council's best tips and tricks for mushroom preparation here.

Select mushrooms that are firm with a fresh, smooth appearance. The surfaces of the mushroom should be dry, but not dried out, and appear plump.

Store mushrooms in original packaging or in a porous paper bag for prolonged shelf life. Some mushrooms may keep for up to one week in the refrigerator.

Brush off any debris from mushrooms with fingers or a damp paper towel, or rinse briefly under running water and pat dry with a paper towel. If the mushroom stem is tough, trim it before using.

Sear mushrooms for a more intense roasted, charred and smoky flavor and overall aroma. Roast mushrooms to get more sweet, salty and umami tastes with caramelized, nutty and buttery flavors.

Mushrooms are naturally low in sodium plus their umami counter-balances saltiness so less salt can be used in a dish without compromising flavor.

Meaty mushrooms are low in calories, fat-free and can be a delicious substitute for higher-calorie ingredients.

The Blend™ combines meat with finely chopped mushrooms so you can enjoy reduced-calorie versions of the recipes you love like burgers, lasagna, meatloaf and meatballs, without sacrificing taste or texture.

 The Blend™ enhances flavor, helps reduce calorie, fat, and sodium intake, and adds important nutrients like vitamin D, B vitamins, antioxidants and potassium (8%) to the plate.

Source: Mushroom Council

While it’s easy to decipher between shapes and colors, it’s not as easy to see the nutritional differences between mushrooms. Mushrooms are a nutrient powerhouse with each type offering beneficial nutrients such as vitamin D, selenium and B vitamins.

Health Benefits of Mushroom Varieties
This March, during National Nutrition Month,“Put Your Best Fork Forward” and dive deeper into the leading health benefits[1] behind four common mushroom varieties.

Low-Calorie
Opt for white buttons: Boasting just 18.5 calories per serving[2], white button mushrooms contain the lowest calories of all mushroom varieties. Additionally, white buttons provide 15 percent of the daily recommended intake of the vitamin B3, niacin. Niacin may promote healthy skin and digestive health.

Bone Health
Say hello to shiitakes: One serving of shiitake mushrooms is an excellent source of copper, offering 40 percent of the recommended daily intake. Copper helps keep bones and nerves healthy.

Immunity
Choose crimini: One serving of crimini mushrooms is an excellent source of selenium, containing 31 percent of the recommended daily intake. Selenium may help the immune system function properly.

Vitamin D
Make room for maitake: One serving of maitake mushrooms contains a whopping 236 percent of the daily recommended intake of vitamin D. Vitamin D may help build and maintain strong bones by helping the body absorb calcium. Additionally, it may support cell growth, neuromuscular and immune function, and help reduce inflammation.

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Source: Mushroom Council

Redwood Shores, CA – This spring, the Mushroom Council® will use two turntables and a bunch of mushrooms to encourage home cooks to blend mushrooms with meat for their next burger.

The new “Remix Your Recipe” consumer ad campaign features YouTube ads with animated DJ turntables spinning burgers on the platters. Over pulsating electronic dance music (EDM), vocals declare “Ju-ju-ju-ju-just add ‘shrooms!” as criminis cascade down the screen. The ad closes with a call to action to visit the Mushroom Council’s site at Blenditarian.com, where a new campaign webpage – blenditarian.com/remix – guides followers to blended recipes and additional information.

“When it comes to The Blend™, our strategy to prioritize foodservice has been a success, as blended burgers are now fixtures on menus nationwide. This year, we’ve reached the point in our long-term strategy where we will shift our focus to direct-to-consumer marketing,” said Bart Minor, president of the Mushroom Council. “We wanted to kick it off with a bold, disruptive and targeted approach to earn consumer awareness and adoption.”

The Remix Your Recipe video ad airs through YouTube pre-roll, strategically targeting flexitarian consumers. Variations of the creative also will run as animated banner ads on targeted websites and sponsored posts on social channels.

“Whether it’s rock, R&B, country or pop, when a DJ remixes a tune, they make a song that’s already great even better, which is a great analogy for when a home cook blends meat with mushrooms,” Minor added. “We are eager to bring the benefits of The Blend to consumers with a fresh look.”

Read the full article here