One recent effort, which carried a tag line “swap it or top it,” encourages substituting lower-calorie mushrooms for part of the meat in a dish.
“They keep coming up with new ways of blending mushrooms with meat and burgers and tacos,” Phelps said.
Consumers also have taken note of the industry’s nutritional messages and view mushrooms as guilt-free food, Phelps said.
“I think the Mushroom Council has been pushing that message and just building on the whole nutritional message for so many years. And those types of things take a while to get into the consumer,” she said.