(May 16, 1:50 p.m.) The Mushroom Council has joined Weight Watchers on the Pick of the Season program, a major health initiative to demonstrate how fruits and vegetables can be part of a healthy lifestyle.

From July through September, Weight Watchers International Inc., Canton, Mass., will highlight mushrooms as its Pick of the Season.

“Weight Watchers members have different daily points allowance based on their personal goals, but everyone can enjoy up to two cups of mushrooms for zero points,” said spokeswoman Lauren Schifferdecker. “People watching their weight can simply toss mushrooms into their everyday dish, or they can try some new healthy Weight Watchers-pointed recipes.”

The San Jose, Calif.-based Mushroom Council will involve retailers and shippers by including Weight Watchers Pick of the Season and 0 Point logos on mushroom packs, Schifferdecker said.

Additionally, the council will use the promotion in point-of-sale material, in-store radio advertising, and other advertising mediums. These advertisements will highlight the nutritional value of mushrooms, as well as educate the American public about mushrooms as a healthy food to add to everyday dishes, Schifferdecker said.

Weight Watchers will promote the idea to members nationwide and through local newspapers. The company will produce and distribute 1 million recipe cards featuring council-produced recipes.

Weight Watchers names mushrooms healthy pick
The Mushroom Council will involve retailers and shippers by including Weight Watchers Pick of the Season and 0 Point logos on mushroom packs, says spokeswoman Lauren Schifferdecker.