If one reads the national press and associated glossies, or even just the supermarket produced promotional mags and newsletters, one can’t have failed to spot the promotion of mushrooms into the consumer consciousness.
Recipes appear replete with wild and commercially produced mushrooms; there are lovely photographs of every type of mushroom, adorning all sorts of items, over the autumnal months. Mushrooms are now one of the prime visual vehicles to convey autumn.
This penetration into the consumer mind can only be a good thing for the mushroom industry as a whole - for the signifier is of a good, healthy, warming foodstuff - nature’s bounty. Hard to beat that kind of association.
