Strategic Marketing Expert Takes Helm to Boost U.S. Mushroom Industry
The Mushroom Council has announced the appointment of Amy Wood as its new president and CEO. Wood, a seasoned produce marketing strategist, took on the role this month following a national search conducted after the planned transition of Bart Minor, who led the Council for 26 years.
In her new position, Wood will oversee the development and implementation of strategic marketing, communication, research, and promotional programs aimed at enhancing the profitability of U.S. mushroom farms and importers. Her primary objective is to increase awareness and consumption of fresh mushrooms across the country.
Wood brings over 20 years of experience in food marketing and communications, with a significant focus on produce marketing. Her most recent role was as Senior Vice President of Food Strategy at Curious Plot, a marketing communications agency that has represented the Mushroom Council for the past nine years. During her tenure at Curious Plot, Wood played a pivotal role in shaping key initiatives for the Mushroom Council, including the Blended Burger Project, Feed Your Immune System, and Mushroom Monday. Her portfolio also includes work with other major clients such as the California Avocado Commission, the National Watermelon Promotion Board, and Sun World International.
Michael Stephan, Chairman of the Mushroom Council, expressed confidence in Wood’s appointment, stating, “Amy is a true food marketing strategist and leader who not only is ready to go on day one because of her near decade of immersion in the mushroom industry, but also because of her vast background leading and counseling marketing teams for dozens of commodity boards and organizations.”
In her new role, Wood aims to address the dual challenge faced by the mushroom industry: maintaining its loyal customer base while also expanding and attracting new consumers. “Like so many other commodity boards and associations, the mushroom industry finds itself at the critical intersection of maintaining its loyal customer base while expanding and attracting new shoppers,” Wood noted. “I look forward to the challenge ahead.”
Wood’s appointment is expected to bring fresh perspectives and innovative strategies to the Mushroom Council, driving efforts to enhance the visibility and appeal of mushrooms in the U.S. market.
