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Mushrooms on the menu. Presented by The Mushroom Council. Today’s Menu. Mushrooms 101 Industry Background The Mushroom Consumer Crash Course on Nutrition Umami Chef Rathbun demonstration and mushroom menu ideation Lunch

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Mushrooms on the menu l.jpg

Mushrooms on the menu

Presented by The Mushroom Council


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Today’s Menu

  • Mushrooms 101

    • Industry Background

    • The Mushroom Consumer

    • Crash Course on Nutrition

    • Umami

  • Chef Rathbun demonstration and mushroom

    menu ideation

  • Lunch

  • Roundtable Discussion

    • Trends

    • What’s on YOUR menu?



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About the Industry

  • 108 growers across the country

  • 827 million pounds of annual sales

  • Commercially produced in almost every state

  • PA has largest concentration (almost 60%)


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Our Product: Cultivated Mushrooms

  • Oyster

  • Maitake

  • Beech

  • Woodear

  • White button

  • Portabella

  • Crimini

  • Shiitake

  • Enoki




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Consumers and Mushrooms

Favorite Vegetables

Rose Research, 2008


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The Mushroom Consumer

  • Equally split between males and females

  • Consumers tend to have higher HH income ($70k+)

    • Spend more money at retail

    • Spend more money away from home

    • Generally spend more money on food

  • Young couples

  • Empty nesters

  • Highest consumption among “Busy Urbanites” and “Health Maintainers”


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Restaurants and Mushrooms

Where Mushrooms Are Consumed (Past Year)

Rose Research, 2008


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Menuing of Mushrooms Has Increased

Operations Currently Using Mushrooms (All Formats)

By Segment

Q: Do you currently use any mushrooms in your operation? Base: All potential respondents (704)

Technomic, 2009


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Mushroom Dish Share Is Increasing, but Fewer Feature Mushrooms

Share of Items Where Mushrooms are Featured*

Share of Menu ItemsContaining Mushrooms

*Base: Among dishes containing mushrooms; Technomic, 2009


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Mushrooms Across the Menu

Entrees – 36%

Includes beef, chicken, seafood, pasta and pork

Sandwiches – 21%

Pizza –15%

Breakfast – 7%

Sides or Add-Ons –7%

Salads and Soups – 5%

Tacos/Burritos and Kid’s Items – 3%


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Menu Applications by Mushroom Variety

Q: In which applications do you use fresh ___ mushrooms in your operation? (check all that apply) Base: operators using each variety; = top 3 menu application

Technomic, 2009


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Versatility and Health are Strong Mushroom Attributes

% of Operators Who “Agree” (Top 2 Boxes)

Q. Using a 1 to 5 scale, where 5 = strongly agree, and 1 = strongly disagree,

how well do each of the following statements describe mushrooms.

- Indicates not asked in 2005

Technomic, 2009


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The Value of Mushrooms

  • Mushrooms can help add value and sophistication to menu offerings, at a lower cost

  • In the QSR sector, mushroom burgers serve up a premium perception and price

    • Burger King: Mushroom and Swiss Steakhouse Burger, $5.00 vs. Regular Steakhouse Burger, $1.29

    • Wendy’s: Gourmet Mushroom and Swiss Burger, $5.00 vs. Quarter-Pounder Hamburger, $2.99

    • Carl’s Jr.: Portabella Mushroom Six Dollar Burger, $6.00 vs. Regular Six Dollar Burger, $2.99

  • Mushroom Math

    • Moroccan Mushroom Sliders with Chermoula-Marinated Portabellas and Tomato-Harissa Jam

      • Food cost: 22%; Menu Price: $9.50

    • Kobe Sliders with Hawaiian Sweet rolls

      • Food Cost: 35%; Menu Price: $12.50


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Mushrooms: Truly Nature’s Hidden Treasure

  • Vitamin D – only fruit or vegetable

  • Antioxidants – Selenium and ergothionene

  • B vitamins

  • Low in calories

  • No fat or cholesterol

  • Very low in sodium


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Vitamin D

Why do we need D?

  • Heart disease

  • Osteoporosis

  • Diabetes

  • Healthy immune systems

  • Possibly other cancers

  • Preliminary studies on other things

  • Mushrooms and D

  • Mushrooms have anywhere from 4 to 100% the Daily Value of D

  • Ultraviolet light found in sunlight may boost levels of D in mushrooms


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Weight Watching

  • Lose 20,000 calories or more than 5 pounds of body weight in one year by substituting mushrooms for meat 1X a week

  • Men 50+ being told to eat less meat


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Mushrooms and Breast Cancer

  • Breast Cancer Potential

    • Research currently underway with City of Hope to determine the potential of mushrooms in the fight against breast cancer

    • Look for pink tills in the produce department this fall


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Umami: the Fifth Taste

  • Derived from the Japanese word umami, meaning “delicious”

  • A savory, brothy, rich or meaty taste sensation

  • Indicates a high level of glutamate, an amino acid and building block of protein

  • Ingredients

    • Mushrooms, tomatoes, parmesan cheese, soy sauce, cured meats, green tea

  • Cooking techniques

    • Sautéing, fermenting, grilling, roasting, curing, aging


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What Else Does Umami Deliver?

  • The Satiety Factor

    • Portion control

    • Food cost control

  • Sodium reduction – the next trans fat?


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Chef Kent Rathbun

Demonstrating the Value and Versatility of Mushrooms


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