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Mushroom Industry Annual Market Review 2021

September 8, 2021 @ 3:30 pm - 5:00 pm

Annual Mushroom Industry Market Review via Zoom

Your input & participation is encouraged and appreciated – All Council representatives will be in attendance

Join us for the ALL MEMBER Annual Mushroom Industry Market Review taking place via Zoom on Wednesday, September 8, 2021, at:

  • 12:30pm – 2:00pm Pacific
  • 2:30pm – 4:00pm Central
  • 3:30pm – 5:00pm Eastern

Members should check their email for registration information, or contact the Mushroom Council to request a link to register. After registering, you will receive a confirmation email containing information about joining the webinar. 

What is on the agenda this year?

What is the Value of the Industry Marketing Effort? 

Every 5 years the USDA requires the Mushroom Council to engage an independent economist to provide growers a report on the return on their industry marketing investment. Dr. Timothy Richards, PhD Stanford and currently: Marvin and June Morrison Chair of Agribusiness; Co-Editor American Journal of Agricultural Economics; Co-Editor European Review of Agricultural Economics; Morrison School of Agribusiness; W. P. Carey School of Business; Arizona State University; will provide a brief, yet concise report of his findings.

In addition, you will also hear independent channel specialists Anne Marie Roerink (The Power of Produce) and Marie Molde of Datassential, one of the largest research firms in foodservice. They will present outlooks for mushrooms at retail and foodservice respectively.

And, Dr. Mark Lang, PhD. Dr. Lang has worked with the Mushroom Council for five years supporting our marketing strategy, research, and execution. When he is not helping us, he is a Marketing professor at the University of Tampa. Before academia, he worked in food marketing for 20 years including leading brand marketing at Publix Supermarkets for over 10 years.

Last, but not least, the marketing team will present highlights of the 2021 program to date and a look at 2022 activities to be further discussed by the Council at their September 9 (zoom) meeting.

As always, your Council representatives and staff will be available for a Q&A following the presentation.  The value of the Council to the industry is strengthened by industry input and support; please attend and offer your point of view.


September 8, 2021
3:30 pm - 5:00 pm
Event Category:


Mushroom Council