The entire mushroom category is experiencing strong growth, at least in part due to the Mushroom Council’s The Blend and topability initiatives. Increased consumer knowledge of the nutritional benefits of mushrooms is also fueling the fire.

For Giorgio Fresh Co., headquartered in Blandon, PA, the increased demand is particularly strong for one variety.

“At Giorgio we are experiencing tremendous sales growth in Shiitake mushrooms, especially sliced Shiitakes,” said Bill Litvin, senior vice president of sales and national account manager.

Sampling Giorgio’s wares at a trade show. Giorgio Fresh is exhibiting at the PMA Fresh Summit in Atlanta, where the company will serve up more samples of its product.“The health aspects and the taste of the Shiitake has made it a popular variety. Brown mushrooms also continue to grow in popularity to support the continuing growth in the non-white mushroom category,” he said.

Litvin added that the exotic market is starting to take off. Consumers want variety and are willing to try new products.

“Beech, Maitake, Royal Trumpet and Oyster mushrooms also are growing in sales yearly, which is helping to expand the entire mushroom category,” said Litvin.

He pointed out that consumers want variety, especially with exotic mushrooms, which are seen as being super healthy.

“At Giorgio Fresh, we offer a seven-till, eight-ounce exotic variety pack with whole Shiitake, Crimini, and Oyster mushrooms in each eight-ounce package,” noted Litvin. “We also have a variety pack with two tills each of these three most popular exotics. Additionally, we offer a popular variety pack with three tills each of Maitake and Pompom mushrooms.”

Giorgio Fresh is certified organic, and it lays claim to being one of the largerorganic mushroom producers in the country. Litvin said it is seeing explosive growth in organics across the board in both whole and sliced white, Baby Bella and Shiitake mushrooms.

“From a customer perspective we are seeing a big upside in the retail sector,” added Litvin.

The company is also riding the Mushroom Council’s initiatives. Litvin said The Blend concept is taking hold and growing in importance.

“And we have seen our sales for blended products continue to increase,” he continued. “The blendability idea continues to grow stronger and successful due to the support from the Mushroom Council. Giorgio is promoting the concept with customers at trade shows and with industry organizations.”

Mushroom nutrition, he pointed out, is an increasingly important factor for consumers at the point of purchase. Mushrooms have been in the news a lot lately and are now recognized as an important part of a healthy and nutritious diet.

“The Giorgio booth number at the PMA Fresh Summit is 447,” Litvin said. “We invite attendees to stop and enjoy a cup of our Italian-style cappuccino and to sample and get a closer look at our lineup of delectable mushrooms.”