Marketing methods.

The December Produce Marketing issue reviews some of the important components of the marketing process. As we know, marketing is much more complicated than matching a product with a buyer. It's more difficult than promoting a great product or service to a purchaser who may not want or need it. Market research identifies what customers want and then creates products to fulfill their needs. Building relationships with customers, enhancing the benefits of the merchandise and improving service are all aspects of a dynamic and successful marketing process.

Bart Minor, president of the Mushroom Council, outlines marketing and promotion plans to get more mushrooms at a good price back onto consumer tables. Meet Melissa in Mushroom Council Consumer Targeting to learn about pinpoint marketing. Discover how to get consumers to Make it with Mushrooms. Pay attention to Marketing Surround Sound to uncover the path to purchase in 2007. Review the effects of nutrition research, track mushroom mentions on top chain restaurants and find out what "Top Chefs" think about mushrooms.

Mushrooms on the Menu by Becky Billingsley says that fast casual restaurants are adding more mushroom varieties to create healthy and flavorful dishes. Packaging convenience and precise size specifications are making it easier for restaurant owners to incorporate mushrooms on their menus. There are comments from growers, chefs and foodservice operators from around the country. Mushrooms are featured in Latin cuisine as well as on menus at the top 10 casual restaurants listed.

As 2006 comes to a close, we offer special thanks to Publisher Bill Barber, Art Director Lew Rossi, the editorial board and Mushroom News committee for their help in guiding and creating the magazine each month. We say thanks to our loyal advertisers who continue to support the magazine and AMI through their advertising dollars.

Happy Holidays from the AMI Board of Directors and staff!

--Sara Manning, Editor