As Christmas approaches, it’s hard to believe another year is coming to a close. While the time has gone quickly, a lot of good things have been happening in the mushroom business around the world this year. I’m pleased to say that ISMS has been part of that momentum.The most pleasing thing to report is that there is a growing confidence in most markets around the world. An important underpinning of that confidence is a slowly increasing consumer interest in the mushroom category, because the health benefit story is slowly getting out there. But we need to be doing more!
There are lots of foods seeking the media’s attention and the consu-mer’s dollar. The competition is fierce so it is essential to have a unique and popular positioning if you want to be a winner. And you need to tell as many people as you can as often as you can – unfortunately that takes money if you want to do it quickly.
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First published in Mushroom Business © magazine, the premier source for the international edible mushroom industry – www.mushroombusiness.com