Thanks to the PA Department of Agriculture.

On behalf of the Mushroom Council I would like to thank the PA Department of Agriculture (PDA) and the PA Fresh Committee of the American Mushroom Institute for offering matching grant funds to use in promoting demand building efforts for fresh mushrooms in markets served by Pennsylvania growers--the entire United States. This year has begun with a special bonus. See the note below sent by Pamela Dailey, Pennsylvania Grant Administrator, Bureau of Market Development.

Thanks for your 2006 matching grant final report. I was amazed at the number of impressions in the magazines and the promotional debut on the Oprah show, wow! The mushroom industry sure got great exposure across the U.S. and the Mushroom Council should be very proud of PA's efforts. I learned something reading your report and I might just have to try some of those recipes too.

I might add that the PA growers should also be very grateful for the matching contribution made by all mushroom growers as well as the staff and agencies that produced these "amazing" and "wow" results. We look forward to continuing this fruitful partnership! Growers in other states should look into promotional funding from their state legislators.

This year the PA Fresh Committee has been awarded a matching grant of $75,000 for a total of $150,000 for 2007 (including $75,000 to be invested by the Mushroom Council). The plan is to again invest in programs that support the overall strategy to keep demand and supply in synch--positioning fresh mushrooms as a delicious, versatile food that's readily available and easy to incorporate into a healthy lifestyle.

Elements of this year's effort supported by the PDA grant include:

Consumer Communication Tactics

* Support the annual Kennett Square, PA Mushroom Festival and other consumer events.

* Printing of an existing nutrition brochure.

Foodservice Communication Tactics

* Photograph and develop new print material with trend-setting chef inspired recipes.

* Coordinate the delivery of innovative chef-inspired mushroom success stories at lunchtime and throughout the editorial staff annual conference held for all foodservice publication groups.

* Monitor use of mushrooms on chain menus through the use of Chain Account Menu Survey

Retail Communication Tactics

* Review editorial calendars for print and online media and proactively pursue placements and story development throughout the year to provide consistent messaging about the mushroom category potential in the produce department and maximize grower/packer participation at industry events, meetings and conventions.

Bart Minor

Mushroom Council President

bart@mushroomcouncil.com

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