Dividends of marketing.

Marketing trends, superfoods, positioning statements and the path to purchase are topics we cover in this produce marketing issue. All the theme articles this month are from the Mushroom Council.

Restoring Order to the Marketing of Fresh Mushrooms reviews the 2007 program designed to remind consumers that mushrooms should be a part of everyday meals.

Making Mushrooms Essential: Reaching More Folks, More Often, outlines the goals for 2008 and announces a new program with Weight Watchers.

Describing the important contributions restaurants make in encouraging consumers to try various mushroom dishes, More Mushrooms on Menus evaluates initiatives with major chains.

The report, Mushroom Council Treasures Dietitians at Annual Conference, says that registered dietitians were enthusiastic to learn about the nutritional value and health benefits of mushrooms.

Also in this issue, the American Mushroom Institute (AMI) and the U.S. Department of Labor's (DOL) Occupational Safety and Health Administration (OSHA) recently held a signing ceremony to start an alliance program with farms in Pennsylvania. The alliance will help to develop and implement safety and health programs that will be applicable to all areas of the country. See the AMI Update for information and a picture of the event.

In other coverage, we announce the 2007 Sinden Scholarship winner, Alma Rodriguez Estrada, Penn State doctoral candidate. The Sinden Committee announces its award for next year so graduate students should prepare to apply. Industry News features a report on the Mushroom Review Program held in Kennett Square in November. Drs. David Beyer and Ken Lomax discussed various growing situations in the hands-on workshop. Joe McKeefrey and Mike Freeman, U.S. DOL, Wage and Hour Division, reviewed compliance issues on mushroom farms at the workshop. We have news and photos of events and activities from the very successful Mushroom Festival. Look for the Mushroom News Index to keep track of articles that ran in the magazine in 2007.

At this time of year, we thank all those who contribute to the association and the magazine. We wish all our members and friends a very happy and peaceful holiday season.

--Sara Manning, Mushroom News Editor