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SALES ARE MUSHROOMING
Healthy attributes, versatility and flavor create consumer desire for nutritious fungi.
BY K.O. MORGAN
Mushrooms, long a staple in Asian cultures, continue to grow in popularity in the West. They are easy to grow and come in many varieties, each unique in uses and tastes, making them appeal to a growing health-con- scious population seeking ways to add the nutritious
fungi to their diets.
In 2016, according to the Redwood Shores, CA-based Mushroom
Council, U.S. growers harvested one billion pounds of mushrooms; even so, farmers are having a difficult time keeping up with buyer demand, which means mushrooms are also imported from Canada and Mexico. Although some studies indicate the typical mushroom consumer tends to have a higher income and is better educated, mush- room sales continue to grow steadily among all consumers.
The reasons are as varied as the diversity of the consumers purchasing them. These include the interesting texture and taste,
particularly among specialty and organic mushrooms; the desire for healthier eating; the use as a blended ingredient in recipes, including meat dishes; as a medicinal food or the perceived idea mushrooms have medicinal qualities; as the star focus on a plate; and as a meat alternative in vegetarian meals.
“It’s more about lifestyles and choices,” says Mike O’Brien, vice president of sales and marketing at Monterey Mushrooms of Watson- ville, CA. “The mushroom consumer likes to cook and tends to be more focused on health and wellness. That’s where mushrooms come in — flavor plus nutritional value. Mushrooms happen to be one of those lucky foods that take on a broth-like or meaty flavor.”
The consumer trend for more holistic living doesn’t appear to be slowing down. And as this demand for natural, healthier meal options and food alternatives continues to grow, so will mushrooms’ popularity. “Expect to see them as one of the main food trends in 2018 due to
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