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August 2010 Mushroom Media Placements This is a snapshot of

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August 2010 Mushroom Media Placements This is a snapshot of Powered By Docstoc
					                               August 2010 Mushroom Media Placements
This is a snapshot of U.S. news published throughout August 2010, organized by date.

MUSHROOM COUNCIL PLACEMENTS:
Top 20 Ingredients for the Quick Cook
Cooking Light, September 2010
“Keep these essentials on hand and in mind. You can combine them in creative ways to yield deliciously
quick and healthy weeknight meals… The simplest supermarket ingredients make a garden omelet that
works for breakfast, lunch or dinner. Even faster: buy pre-sliced mushrooms.” [Includes photo of
crimini mushrooms, recipe for garden omelet]

The Magic of Mushrooms
Reader’s Digest, August 2010
“Mushrooms are rich in disease-fighting phytochemicals, and eating them regularly has been linked to
a lower risk of breast cancer in studies of Chinese women. Mushrooms also prevent prostate cancer
cells from multiplying in mice – and might do the same in men. They supply hard-to-get nutrients. One
medium portobello mushroom supplies 21 percent of the recommended daily intake of selenium, and
one-third of your copper needs. It also has as much potassium as a medium-size banana. What’s
more, mushrooms retain their nutrients when stir-fried, grilled or microwaved, and can help cut
kilojoules. When minced meat was replaced with mushrooms in dishes such as lasagna and chili con
carne, adults consumed 1600 fewer kilojoules per day, according to a Johns Hopkins Bloomberg
School of Public Health study. Just don’t sabotage their benefits by preparing mushrooms with butter.
Instead, toss them into a nonstick pan with a little oil, then sauté on a low heat until they soften.”

Merchandising Challenges and Opportunities
 Produce Business, August 2010
“There’s no denying the versatility of mushrooms… Add to this the mushroom’s many health benefits
and it’s easy to see why fresh mushrooms were the best performing vegetable among the Top 20
retail produce categories in 2009, with sales up 6 percent compared to overall produce sales,
according to FreshLook Marketing data. Since white mushrooms remain the foundation for a strong
category, The Mushroom Council recommends devoting 70 percent of the display space to this variety.
Brown mushrooms should then follow with 20 percent of the display and be placed at eye level to
capture consumers’ attention. Specialty, value-added mushrooms and dry mushrooms should each be
given 5 percent of the mushroom display. The Mushroom Council’s Minor adds, ‘Sliced mushrooms
should represent 50 percent or more of the display.’ …Secondary displays can stimulate impulse,
remarks The Mushroom Council’s Minor. ‘Retailers should consider setting up displays of
complementary food items next to mushrooms, along with a recipe card, to provide consumers with a
convenient meal idea while shopping. For example, retailers can display olive oil, grill seasoning and
barbecue sauce next to their mushroom display, while displaying a recipe card for Barbecue Pork and
Mushrooms.’”

Shrink shrink
Produce Business, August 2010
“The San Jose, CA-based Mushroom Council has Best Practices for cold chain management that call for
maintaining a temperature of less than 35°F to increase product longevity. Under optimal conditions,
whole mushrooms can last between nine to 15 days and sliced mushrooms for up to nine days. The
shelf-life of sliced mushrooms is reduced to five to six days when the product is stored or displayed at
43°F. ‘Improper cold chain management coupled with failing to cull product that is past its prime can


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greatly affect consumer perception of not only the mushroom section, but the entire produce
department,’ says Bart Minor, president of The Mushroom Council.”

All About Mushrooms
Mother Earth News, August/September
“The key to success in homesteading self-sufficiency is learning how to make alliances with other living
things. We’re used to working with plants and animals on the homestead, but don’t forget the fungi!
Fungi are an entirely separate kingdom of life that has much to offer. These fascinating beings can
help create a more balanced, integrated and productive backyard ecosystem… Mushrooms are packed
with nutrition. They’re rich in protein, minerals, ergosterols (precursors to vitamin D), B vitamins,
fiber and complex carbohydrates.”

12 Strategies to Strengthen Your Immune System
Mother Earth News, August/September 2010
“Familiarize yourself with immune-enhancing herbs. A long list of medicinal plants contain chemicals
that enhance immune system activity, including echinacea, eleuthero (also called Siberian ginseng),
ginseng (Asian and American), astragalus, garlic, and shiitake, reishi and maitake mushrooms.”

Chef Jeff – One Byte At A Time: Grilled Portabellas with Herb Cheese
Grand Forks Herald (Grand Forks, ND), August 31, 2010
“ONE BYTE AT A TIME: Grilled Portabellas with Herb Cheese. Warm up your next cookout with some
tasty appetizers.” [Council recipe included]

Inglings: Media People
Philadelphia Inquirer, August 31, 2010
“Former CN8/Fox29 reporter/anchor Janet Zappala will be a featured chef at this year's Kennett
Square Mushroom Festival. She will cook two mushroom recipes from her cookbook, My Italian
Kitchen, from 1 to 3 p.m. Sept. 11 and will sign copies for an encore.”

Monday Medley
Pueblo Chieftain (Pueblo, CO), August 30, 2010
“September begins on Wednesday, and it's a month worthy of multiple celebrations. It's: AKC
Responsible Dog Ownership Month, Fall Hat Month, Library Card Sign-Up Month, Mold Awareness
Month, National Piano Month, National Head Lice Prevention Month, National Mushroom Month,
Update Your Resume Month, Pleasure Your Mate Month, Subliminal Communications Month and
Shameless Promotion Month.”

Pushing All The Right "Buttons"
Southwest News-Herald (Chicago, IL), August 30, 2010
“Take the white button mushroom… they're just short of magical, based on findings from animal-
model and cell-culture studies conducted by scientists funded by the Agricultural Research Service
(ARS) at the Jean Mayer USDA Human Nutrition Research Center on Aging at Tufts University in Boston,
Mass. Those scientists' findings show those simple white button mushrooms enhance the activity of
cells that are very important components of our immune system. The mushrooms do this by
increasing production of anti-viral and other proteins that are released by cells while seeking to
protect and repair tissue.”




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Table Talk: Mushrooms really are magical
The Burlington Free Press (Burlington, VT), August 29, 2010
“I'm on a mushroom jag. This started when I bought an unusually fresh, unblemished quart of
mushrooms on sale. They looked so good that I sliced them all, sprayed a big nonstick skillet with oil,
added the mushrooms, sprayed again, partially covered the skillet and cooked on medium-high until
the shrooms had given up their liquid and it had evaporated, leaving slightly crusty, golden brown
slices… A cup of sliced mushrooms cooked like this packs nutrition galore for a whopping 20-25
calories. They also possess a meaty, satisfying texture making mushrooms star with vegetarians.”

CHEF JEFF: Barbecue Pork with Mushrooms
Grand Forks Herald (Grand Forks, ND), August 29, 2010
“September is National Mushroom Month and in celebration of it, www.TasteSpotting.com on
Tuesday is starting its ‘Mushroom Masters: A Tournament of Taste’ – a month long blogger recipe
competition with a mushroom twist. For four weeks, bloggers from the U.S., Canada and Australia will
compete against each other in categories such as the Portabella Playoff, Button Battle and Shiitake
Showdown. Recipe photos will be posted on TasteSpotting beginning Tuesday, and fans will have the
opportunity to vote for their favorite photo on a weekly basis. To get into the swing of things, check out
the following recipe from the Mushroom Council, which can be on the table in about an hour. It would
make a great addition to any outdoor get-together or family outing.” [Photo and recipe included for
Quick and Easy Barbecue Pork and Mushrooms]

Never underestimate the power of mushrooms
Miami Herald, August 25, 2010
“Every other week I hear something new and amazing about the medicinal and cosmetic benefits of
mushrooms. The latest is a study out of Tufts University in Massachusetts, where researchers found that
eating white button mushrooms can boost the body's immune system and protect against viruses and
tumors… As well as being high in vitamin D and selenium, mushrooms are loaded with antioxidants,
which are proven to help protect your skin against wrinkles caused by sun exposure.”

Every day is a food holiday
Monterey County Herald (Monterey, CA), August 25, 2010
“Our country is known for observing food holidays, promoted by clubs, food organizations and health
organizations… September will bring National Ice Cream Sandwich Month, National Biscuit Month,
National Honey Month and National Mushroom Month. I decided today to focus on National
Mushroom Month, especially since the owners of Fandango in Pacific Grove (Pierre and Marietta Bain)
were so kind to alert me to this special observance — complete with mushroom facts and recipe. Did
you know that France was once the leader in cultivating mushrooms? Louis XIV was apparently the first
mushroom grower, and grew them in caves near Paris. By the late 19th century, the United States began
its own mushroom production (Minnesota's Louis F. Lambert was the first American to cultivate
mushrooms). To celebrate the magic of mushrooms (no, not those mushrooms), the Bains have added a
special dish to their lunch menu. Come to Fandango during September to try Mushroom Provencal (with
soup or salad and dessert) for only $13.75. Fandango is at 223 17th St. in Pacific Grove, and lunch is from
11:30 a.m.Ð2:30 p.m. Information: 372-3456.”

The power of mushrooms (Print & Online)
The News-Star (Monroe, LA), August 25, 2010
“Whether button, portabella or crimini, make mushrooms the main dish to bring vitamin D, B vitamins
and powerful antioxidants like selenium to the table. Mushrooms are low in sodium and calorie, fat


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and cholesterol-free, and can be an effective substitute for meats for those hoping to reduce daily
calorie and fat intake while still wanting to feel full and satisfied after a meal. In fact, studies have
shown substituting four ounces of mushrooms for four ounces of meat once a week for one year could
save more than 18,000 calories and nearly 3,000 grams of fat – that adds up to more than five pounds.
Visit www.mushroominfo.com for news, recipes and blogs; and check out @mushroomchannel on
Twitter and Facebook.” [Pickup of Pink Color Page; 3 Council recipes included]

RISD chef wins national competition with mushroom recipe
The Providence Journal (Providence, RI), August 25, 2010
“Chef Kylie Charter had a big win last month, taking home the top prize at the 10th annual National
Association of College and University Food Services’ annual national culinary competition in San Jose,
Calif. She’d like to thank Rhode Island School of Design, where she is assistant chef and manager at
Portfolio Café; Johnson & Wales University, from which she earned two degrees, and the portobello
mushroom. That was the mandatory ingredient for the dish that won her the competition. She used
fish and Narragansett Creamery Ricotta and Atwells Gold Cheese to offer the balance in her dish:
Mushroom Scaled Salmon with Portabello Gnudi and Muscat-Mustard Crème. Gnudi are gnocchi or
dumplings made of cheese, and they have been popping up a lot lately on menus in the best
restaurants.”

US: Mushrooms play essential function in body's defense mechanisms
FreshPlaza.com, August 19, 2010
“In the USA, white button mushrooms represent 90 percent of the total mushrooms consumed. The
research was conducted at the Jean Mayer Human Nutrition Research Center on Aging (HNRCA) at Tufts
College by center director Dr. Simin Meydani. The results indicate that white button mushrooms may
boost immune function by increasing the production of antiviral and other proteins that are produced
by cells while seeking to protect and repair tissue.”
      Mushrooms play essential function in body’s defense mechanism, BiomedReports.com,
         August 18, 2010 [Recipe included]

Mushroom sales up over 2009 [Hard copy available]
The Produce News, August 16, 2010
“According to the Mushroom Council, mushroom sales in the first part of 2010 were strong compared
to the same period in 2009... The Mushroom Council also indicated that fresh mushrooms were the
best performing vegetable among the top 20 retail produce categories in 2009.”

Portabellas are featured in 2010 college culinary competition [Hard copy available]
The Produce News, August 16, 2010
“The Mushroom Council, located in Dublin, CA, this year participated in the National Association of
College & University Food Services 2010 Culinary Challenge. The competition… featured Portabella
mushrooms. It was the first time the association selected a food item that was not a meat or protein
because of mushrooms’ strong versatility for the college market, according to the Mushroom Council…
The Mushroom Council also donated the Portabella mushrooms used in the challenge… The
Mushroom Council participated in live Tweeting via the @mushroomcouncil Twitter handle
throughout the Culinary Challenge.”




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Beat the burger blues by spicing things up with a big mushroom
Daily News-Miner (Fairbanks, AK), August 11, 2010
“Marinated and grilled just right, a large portobello mushroom cap can be just as toothsome and
‘meaty’ as the real deal. And when you add accoutrements, like char-grilled red onion and red bell
pepper, plus a slathering of savory sun-dried tomato mayo, you just might turn a meat eater into a
vegetarian. At least until the next meal. Portobello Burger with Sun-Dried Tomato Mayo…” [Recipe
included]
     A portobello veggie burger that means business, Carroll County Times (Westminster, MD),
        August 11, 2010
     Portobello Burger with Sun-Dried Tomato Mayo, Daily News-Miner (Fairbanks, AK), August 11,
        2010
     Portobello burger means business, The Desert Sun (Palm Springs, CA), August 11, 2010
     Portobello Burger with Sun-Dried Tomato Mayo, York Daily Record (Harrisburg, PA), August 10,
        2010
     Vegetarian recipe: Portobello burger with sun-dried tomato mayo, NorthJersey.com, August 9,
        2010

Express Lane Diet: Quick and Easy Weight Loss Foods
That’s Fit (blog), August 11, 2010
“Mushrooms: ‘According to a study at Johns Hopkins, replacing ground beef with mushrooms in meals
slashed calories by 400 and fat by 30 grams without affecting fullness or satiety,’ said Sass.
Mushrooms also provide vitamin D, an essential nutrient that has been linked to keeping weight in
check. Serving suggestions: A single portobello makes a delicious alternative to a sodium-packed
veggie burger. ‘Eat chopped or minced mushrooms in place of ground meat in tacos, fajitas or
burritos,’ said Sass. Or mix into your favorite meat dishes to cut the fat (more than 50 percent of the
calories in ground beef come from fat). You can also add sliced mushrooms to salads, pizza and
pasta.”

White button mushrooms enhance the immune system to fight infections and cancer
NaturalNews.com, August 10, 2010
“Agricultural Research Service (ARS) funded studies have shown white button mushrooms enhance
the activity of critical cells in the body's immune system. Although WBMs make up about 90 percent of
the total mushrooms consumed in the United States, little research has been conducted into their
nutritional value until the last few years. In groundbreaking animal and lab research conducted at the
Jean Mayer USDA Human Nutrition Research Center on Aging (HNRCA) at Tufts University, scientists
have now documented how WBMs boost the immune system by increasing the production of proteins
that fight disease-causing pathogens. The research team, which included HNRCA director Simin
Meydani and his colleague, Dayong Wu, from the HNRCA Nutritional Immunology Laboratory,
discovered the mushrooms have a positive impact on immune system cells classified as dendritic cells.”

Odd ag pairing has one thing in common
Appeal-Democrat (Marysville, CA), August 7, 2010
“Two very different ingredients of California agriculture have been shown by U.S. Department of
Agriculture researchers to have significant health benefits. One is sunshine, which is perhaps the most
important contributor to the sustainability of the state's agricultural production. The other is white
button mushrooms, a crop grown in practical darkness in both Northern and Southern California…
Vitamin D doesn't come from the sun, but human bodies manufacture it when stimulated by sunlight
striking the skin. The mushrooms have been shown by research conducted at Tufts University to


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enhance the activity of natural killer cells. Antiviral and other proteins are released by the cells as they
seek to protect and repair tissue.”

Mushroom Canada offers blogging contest
The Packer, August 4, 2010
* Note the update made to the initial article regarding the addition of the AMGA’s participation in the
blogger contest; this correction was made after the Council followed up with the reporter.
“To increase consumer awareness, the Mushroom Council is partnering with Mushroom Canada this
fall to launch a social media campaign in which American bloggers will go head-to-head against
Canadian bloggers to see who can come up with the best mushroom recipe. Winners will be awarded
prizes for best recipe. The promotion will run through September, with a different recipe theme each
week. ‘This is the first time the two councils have held a joint contest, but we often work together to
share recipes, research and promotion ideas,’ said a Mushroom Council spokeswoman. The Australian
Mushroom Growers' Association is also taking part in the contest.”

Brown mushroom popularity growing
The Packer, August 4, 2010
“Whole brown mushrooms, mainly crimini and portabella, grew 13% in the past year, and sliced
browns grew 18%, said Tom DeMott, chief operating officer of Encore Associates, San Ramon,
California. ‘In the last three or four years we’ve seen strong double digit growth in browns, both in
total pounds and in sliced,’ DeMott said. ‘I think that’s where a lot of growth in the category is coming
from. We’ve seen growth in whites as well, so they don’t appear to be cannibalizing the whites.’”

Mushroom Council updates web presence
The Packer, August 4, 2010
“The Mushroom Council’s website has a new look and structure to make it easier to find the latest
information about mushrooms. Consumers, media, retailers and chefs can quickly access mushroom
nutrition information, recipes and the latest on council activities. Retailers can tell their customers to
visit the site, at www.mushroominfo.com, and encourage them to sign up for updates from the
Mushroom Channel to receive the latest information on the industry, trends and research via the
council’s retail or foodservice newsletters.”

Mushroom industry raising breast cancer awareness
The Packer, August 4, 2010
“For the second year in a row, the mushroom industry is going pink in October to raise money during
National Breast Cancer Awareness month. Last year’s campaign saw mushrooms in pink tills and a
promise to give a portion of each sale to City of Hope, a California research hospital, totaling $50,000.
It resulted in record-high October sales with mushroom receipts climbing 6.7% in dollar volume and
12.3% in pound volume, according to Freshlook Marketing… The San Jose, Calif.-based Mushroom
Council encourages retailers to promote their pink products across categories, as research shows that
consumers will go out of their way to purchase them.”

Mushrooms rule in produce
The Packer, August 4, 2010
“After 24 consecutive months of solid growth, mushrooms have become the superstar of the produce
department. While sales of other produce were flat in 2009, fresh mushrooms were the best
performing vegetable among the top 20 retail categories, with sales up 6%, according to FreshLook
Marketing data. This strong showing helped propel retail sales nationwide by nearly $800 million… In


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pounds, mushrooms were up nearly 8%. ‘Even in the depths of a recession, this continued growth has
been phenomenal,’ DeMott said… The researcher thinks the mushroom’s new status as a nutrition
powerhouse and one of the few natural sources of vitamin D has contributed to its success. And
mushrooms, particularly portabellas, have been promoted as a healthy substitute for meat…
‘Mushrooms continue to be an impulse item,’ said Paul Frederic, senior vice president of sales and
marketing for To-Jo Mushrooms, Avondale, Penn., ‘but with all the cooking shows they’re more top of
mind, and people are aware of their different flavors and textures.’”

Mushroom sales seeing recovery
The Packer, August 4, 2010
“Though the foodservice sector remains hard hit by the economic downturn, there may be relief in
sight for mushroom sales. ‘All indications are that, while people may not be vacationing in Tahiti this
year, they are coming back to restaurants,’ said Fred Recchiuti, general manager of Basciani Mushroom
Farms, Avondale, Pa. Joe Caldwell, vice president of Monterey Mushrooms Inc., sees the economic
slowdown as the perfect time to promote mushrooms… Mushrooms are a great way to increase
profits, Recchiuti said, citing a Mushroom Council incentive that had servers ask every guest if they’d
like a side of savory sautéed mushrooms with their meal. At least one person per table agreed.”

Raw veggies pack a punch, but cooking can unlock key benefits
Cleveland Plain Dealer, August 3, 2010
“Cooked carrots, spinach, mushrooms, asparagus, cabbage, peppers and many other vegetables
supply more cancer-fighting antioxidants than they do when raw, according to Rui Hai Liu, an associate
professor of food science at Cornell University, in a report last year in Scientific American magazine.”

Cow-less (and grill-less) BBQ
The Daily Vanguard (Portland, OR), August 3, 2010
“When leafing through the pages of the summer issues of food magazines, we are often bombarded
with grilling recipes. While the grill lends a delicious smokiness to meats and veggies that is often
irreplaceable, I don’t feel that the apartment-dwellers (or those who can’t afford grills) should be left
without options this summer. In this meal, your burger is replaced with a thick Portobello mushroom,
and the same old mayo-ketchup combo is replaced with a flavorful red-pepper tapenade.”

Companies boost vitamin D in mushrooms
The Packer, August 3, 2010
“Mushroom growers have seen the light as more and more farms investigate the use of indoor light to
enhance vitamin D content, following the lead of Dole and Monterey Mushrooms. Plant pathologist
Gary Schroeder, mushroom director for Dole, Kennett Square, Pa., said a two-millisecond flash of a
xenon bulb is all it takes to give mushrooms 100% of the recommended daily value of vitamin D,
currently 200-400 IU (international units) for adults. A standard 3-ounce serving of white mushrooms
provides about 4.5% of the daily value, making mushrooms the only naturally occurring plant-based
source of vitamin D…‘It’s like putting mushrooms in the sun,’ Schroeder said, ‘and it adds a little shelf
life’… Monterey Mushroom Inc., Watsonville, Calif., has outfitted all its plants to pack the Vitamin D
product, introduced just over a year ago in Sacramento. Vice president Joe Caldwell expected to roll it
out to all East Coast customers by Aug. 1… ‘We’re still exposing the mushroom to natural light, but we
use a softer, low voltage light source so we can do it for whites as well as browns’… Mushroom’s
superfood status continues to grow with new research finding yet another powerful antioxidant called
ergothioneine… Schroeder said it looks like mushrooms are the best source of this potential disease
fighter.”


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MUSHROOMS IN THE NEWS:
Mushrooms for lunch study done at UC Davis
Daily Democrat (Woodland, CA), August 31, 2010
“The USDA and ARS Western Human Nutrition Research Center invites healthy men and women,
between the age of 20 and 59, to participate in a 42-day study with daily study visits at lunch-time on
the UC Davis campus. It is hoped that researchers will learn if mushrooms treated with ultraviolet light
to increase their vitamin D2 content are actually a good source of vitamin D when consumed daily
with a meal, in this case, lunch. Volunteers must not be regularly consuming vitamin D fortified foods
(e.g. soy milk, UV treated mushrooms, or shitake mushrooms), or taking dietary supplements containing
vitamin D.”

Wild Eats: Black Trumpet Mushrooms
Eat. Drink. Better. (blog), August 31, 2010
“Black trumpets are wonderfully fragrant and have a potent woodsy flavor. Their earthiness intensifies
with dehydration, making them a perfect candidate for dried mushroom powder. Dried mushrooms are
a delicious way to add umami to vegetarian and vegan dishes. If mushroom hunting isn’t your thing,
you can order dried black trumpets on the web or find them in specialty stores. If you’re lucky, you
might even see fresh black trumpets at your local farmers market.”

Shroomin’ it up
The Bay View Compass (Milwaukee, WI), August 30, 2010
“Eric Rose, owner of River Valley Ranch & Kitchens, said his father started growing mushrooms in 1972.
His family is originally from Chicago, and Rose said they owned several different restaurants throughout
the Windy City in the 1950s and 1960s…Rose said he has noticed an increased awareness in recent years
on the part of consumers about where their food comes from, plus an increasing focus on healthful
food. This has led to an uptick in business, Rose said, even after business dipped when varieties of
mushrooms became more readily available in grocery stores. ‘It’s not easy to grow good food,’ Rose
said. River Valley Ranch & Kitchens uses no pesticides or chemicals on its mushrooms or produce. While
mushrooms have nutritional value, Rose said their flavor is more the selling point. Some people enjoy
the meaty taste of a Portabella mushroom on its own, as a vegetarian substitute for a hamburger
patty, while others use mushrooms to enhance a meal.”

Garden Help: How to get rid of (most of) the mushrooms on your lawn
The Florida Times-Union (Jacksonville, FL), August 28, 2010
“Many different fungi produce mushrooms or toadstools, and they come in assorted shapes, sizes and
colors. They always generate a lot of questions for our office. Questions range from ‘Can we eat them?’
to ‘How can we get rid of them?’ Some mushrooms are edible, but many common ones are poisonous
and it takes an expert to tell the difference. Eating a poisonous mushroom will make you very ill, and
some are deadly… So only eat mushrooms from the grocery store or those you are growing from a
known source, like shitake mushrooms.”

Countdown to Emmys: Feeding the stars
Los Angeles Times, August 27, 2010
“These days, special requests usually lean toward vegan and vegetarian options, which the kitchen is
fully prepared to deliver: Portobello mushroom ravioli with braised baby artichokes, crisp mushrooms
and micro basil; or salmon ratatouille with sweet basil and fried zucchini blossoms for those who prefer
fish.”



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Farmers' market challenge: Four foodies sent to four farmers' markets
Wisconsin State Journal, August 27, 2010
“As soon as I saw Kari and Joe Landis’ mushroom stand, I spotted my challenge ingredient: Lion’s Mane
mushroom ($4). The poufy white fungi looks a little like cauliflower florets; it’s also called a Pom Pom
mushroom. Kari Landis said adding a little butter to the sautéed mushroom will ‘bring out the lobster
meat flavor.’ That sounded worth trying. The mushroom pulls apart easily, sort of like string cheese.”

Tasty Seafood, Mushrooms Await In Oregon
KTVU-TV San Francisco, August 26, 2010
“Portland has garnered a national reputation for innovative chefs who make the most of the state's
abundant fresh ingredients, including mushrooms and seafood. But fine dining is not limited to the big
city. There are dozens of excellent restaurants in all price ranges scattered around the state. Located in
Yamhill Valley wine country, the Joel Palmer House is known for creative dishes made with freshly
picked Oregon mushrooms and paired with wine from surrounding wineries. The menu pairs locally
produced ingredients used in the cuisines of Mexico, China, Thailand, Poland and India. For a special
occasion or splurge, try the five-course Mushroom Madness Menu.”

Natural Vitamin D2 in Whole Food Extends Biologic Life
MarketWatch.com, August 24, 2010
“The study focused on the control of Paraquat induced oxidative stress/biologic death. Paraquat is a
very potent oxidative stress inducing chemical and causes death in animals and plants by the toxicity of
released free radicals. Highly significant results showed that Vitamin D2, produced naturally by
mushrooms, was active only when present within the parent whole food; Vitamin D2 and Vitamin D3
by themselves had no beneficial effect. Oxidative or inflammatory stress is caused by the release of free
radicals or reactive oxygen species (ROS) within cells and tissues of the body. Healthy cells and tissues
normally neutralize ROS in order to stay alive. When production of ROS overwhelms the body's normal
defense mechanisms, oxidative damage to cellular DNA occurs and can lead to cell death. Research
indicates a strong link between oxidative stress, release of ROS and inflammation and disease, examples
being diabetes, heart disease, arthritis, fibromyalgia, Alzheimer's disease, cancer and even early aging.”

Mushroom production lower in 2009-10
The Packer, August 24, 2010
“Mushroom growers produced fewer mushrooms this season, with lower value of sales. Production of
the 2009-10 U.S. mushroom crop of 793 million pounds was down 3.3% from 2008-09’s 819.7 million
pounds, according to an annual mushroom report released Aug. 19 by the U.S. Department of
Agriculture’s National Agricultural Statistics Service. Though average prices remain unchanged at $1.17
per pound from last season to this season, at $924.8 million, value of sales for the 2009-10 crop fell 3.6%
from the previous season’s $958.8 million, according to the USDA… Laura Phelps, president of the
American Mushroom Institute, Washington, D.C., said foodservice sales have been returning to
normal while retail sales remain high. She said processing production is down 13% and said snow
hampered production January through April, and the smaller volume has kept prices and demand
strong.”

Chesco’s mushroom industry remains strong
Pottstown Mercury (Pottstown, PA), August 24, 2010
“Pennsylvania mushroom growers, including those in Chester County, produced fewer Agaricus
mushrooms in the 2009-2010 growing season but still led the nation in output… ‘Mushrooms are



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considered a high-end food,’ Pautler said. ‘When there is a decrease in that type of restaurant sale, the
producers adjust to those factors.’”

Mushroom Sales, Prices Up From Last Year
Wisconsin Ag Connection (Marshfield, WI), August 24, 2010
“Mushroom growers in the Central region, which includes Wisconsin, Illinois, Missouri, Oklahoma and
Texas, sold 77.4 million pounds of Agaricus mushrooms during the 2009-2010 growing season – up
four percent from the previous year. The Wisconsin Ag Statistics Service says prices in the region
averaged $1.73 per pound, the highest in the nation. Value of sales for the Central region was $134
million, which is about six percent more than the prior year.”

Odd career path for comedian/mushroom hunter
Chicago Sun-Times, August 23, 2010
“It started as the nature lover's hobby. Odd was just a teenager when he would traipse around nature
parks, pick a bunch of edible wild plants and cook them up. Last year, Odd's foraging became serious
business. He found a patch of Chanterelle while on a hike at Turkey Run State Park in Indiana. ‘I
roasted some up on the side of a trail with beef jerky. Delicious,’ he says. ‘I took some home and ate
them with eggs for breakfast.’ Odd took a sack of 'shrooms to a farmers market and sold a pound to a
local farmer for $20…Now, Odd's clients include some of Chicago's most popular and prestigious
restaurants – the Peninsula Hotel's four-star Avenues, trendy West Loop hot spot Blackbird, Publican
in Fulton Market and his first customer, Bon Soiree in Logan Square.”

Crimini! These Portobello Recipes Are Great
Kitsap Sun (Bremerton, WA), August 22, 2010
“Portobellos make an intriguing and tasty centerpiece on the table at home, and take to many types of
seasonings and complementary vegetables or meats. The versatile portobello ’shroom (many theories
try to explain how it got its name), looks and can act like a plate, a burger bun, or the contents of a
sandwich or burger bun. It can be stuffed or can serve as a low-cal pizza crust substitute topped with
tomato sauce, cheeses, and vegetables and herbs.” [Recipes included]

Discovery of shiitake powder opens chef’s eyes
San Francisco Chronicle, August 22, 2010
“Many years ago I tossed a few whole dried shiitake mushrooms into my blender, just to see what would
happen. What happened completely changed the way I cook. I discovered that finely pulverized
shiitake powder can radically improve most home cooking. It adds a tremendous amount of flavor and
umami (savory goodness) to everything. I now always have a tin of finely ground shiitake near the
stove, right next to the salt and pepper. It's become that basic.” [Recipe included]

Café offers creative Italian fare in romantic setting
Post-Tribune (Merrillville, IN), August 20, 2010
“Choosing just one entrée at Anthony's can be challenging. We each had three or four favorites when
our server asked for our order. But we ended up choosing well. My wife selected the spicy blackened
steak, which came with a porcini mushroom risotto and grilled button mushrooms. This was a
mushroom lover's feast. The steak was beautifully seared, juicy and tender. The Cajun spices adding
new dimensions to the already flavorful steak. Her risotto was moist and tasted intensely of
mushrooms, a feast for fungi aficionados. The creamy risotto alone would have satisfied me. The short,
plump kernels of arborio rice exploded with flavor, maintained their integrity and never tasted mushy.”



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New Whole Foods iPhone app released
Austin American-Statesman’s Whole Scoops blog, August 19, 2010
“Whole Foods has released its new ‘Missions App’ for the iPhone, allowing players to collect health-
based merit badges — and even brag about them online. The free app features a variety of badges like
“Mushroom Maniac,” which you can obtain by eating various kinds of mushrooms.”

Nightline Platelist: Rick Bayliss (video)
Nightline ABC, August 19, 2010
*In the piece, Rick Bayliss showcases a dish feature several varieties of mushrooms, including chantrelles
and morels. Bayliss states, “bacon with mushroom is an absolute match made in heaven.”

Thin crusts and flavorful toppings give Pizzeria Biga its edge
Detroit Free-Press, August 19, 2010
“Other named combinations I'd recommend include the fabulous classic Margherita ($13) made with
creamy-rich buffalo mozzarella, bright marinara sauce and fresh torn basil; and the light, earthy
Mushroom Ragu ($13), a white pie with roasted mushrooms, clumps of creamy goat cheese and fresh
thyme.”

There’s a Fungus Among Us
Turnagain Times (Girdwood, AK), August 19, 2010
“Fungi that produce mushrooms are a very important component of the ecosystem. Without
mushrooms, the boreal forest would not exist. There are hundreds of mushrooms species that grow in
Alaska where temperatures and rainfall allow. You can find mushrooms throughout most of the state
until just beyond the Arctic Circle. In general, mushrooms show fruit from spring snowmelt until fall
freeze (June through September).”

Ag Progress Days showcase the best of the business
Centre Daily Times (State College, PA), August 18, 2010
“The 10 people who went on the mushroom tour Tuesday saw how growers at the campus facility start
with horse manure and straw, and many steps and seven or eight weeks later have pick-able button
mushrooms, also known as Agaricus bisporus. ‘We’re mimicking what’s happening in nature,’ Pecchi
said. Pennsylvania grows about two-thirds of the mushrooms in the country, Pecchi said. And Penn State
is the leader in North America when it comes to studying mushrooms.”

PMA Foodservice business briefs, Part 1
The Packer, August 17, 2010
“The Packer’s Editor Greg Johnson, Packer foodservice writer Ashley Bentley and contributing writer
Jody Shee visited exhibitors at the Produce Marketing Association’s Foodservice Conference &
Exposition July 30-Aug. 1… Country Fresh Mushroom Co., Avondale, Pa., was a first-time exhibitor. The
company wanted to show foodservice uses for its 35 varieties of mushrooms, which are available in all
cuts and pack sizes, said Bob Besix, senior vice president of sales and marketing.”

PMA Foodservice business briefs, Part 2
The Packer, August 17, 2010
“Avondale, Pa.-based Modern Mushroom Farms is taking a different approach with its stuffed
portabella mushroom foodservice packs. The company launched its six varieties of fresh, stuffed
portabellas last year with an emphasis on foodservice. ‘We found a lot of chefs really like stuffed



                                                                                                        11
mushrooms, but they like to do it themselves,’ said Greg Sagan, senior vice president of sales and
marketing. ‘But caterers want convenience and ease and stuff ready to go.’ Sagan said the company is
working with its distributors to target caterers for the products, whose flavors include bacon flavored
cheese, crab flavored, Mediterranean feta cheese, pizza flavored, Southwestern cheese and spinach
artichoke parmesan. They have a 10-day shelf life and come in 20-count or 40-count cases, 10 large
caps per tray.”

Basciani’s Fred Recchiuti: Foodservice sales strong heading into summer’s home stretch [Hard copy
available]
The Produce News, August 16, 2010
“The numbers indicate people are going back out to eat,’ stated Fred Recchiuti, general manger of
Basciani Mushroom Farms. Basciani ‘considers itself a foodservice specialist’ in the mushroom business,
he said, with 85-90 percent of company sales going to the foodservice trade. While foodservice
movement is rebounding, Mr. Recchiuti said that consumers apparently have generally lowered their
sights one notch within the dining hierarchy… restaurant operators are looking to cut costs. This
sometimes means blending exotic mushrooms with less expensive whites to lower costs. White
mushrooms and Portabellas ‘soak up any flavor,’ including that of exotic mushrooms.”

To-Jo Fresh Mushrooms developing business on numerous fronts [Hard copy available]
The Produce News, August 16, 2010
“To-Jo Fresh Mushrooms Inc, is increasing its production and has upgraded sales and marketing
efforts, according to Paul Frederic, To-Jo’s senior vice president. Matt Lucovich has become the firm’s
director of sales and marketing. ‘That is a big help,’ Mr. Frederic said. ‘We have had a very limited sales
staff.’ Mr. Lucovich was previously with Creekside Mushrooms Ltd. In Worthington, PA. On To-Jo’s
production side, it has a lease, with an option to buy, an 11-double house for Agaricus (white)
mushrooms. The new space has the capacity for Shiitake and Oyster mushroom production.”

Monterey targeting consumers more [Hard copy available]
The Produce News, August 16, 2010
“Retail and foodservice customers are increasingly encouraging Monterey Mushrooms Inc. in
Watsonville, CA, to educate consumer about the benefits of the mushrooms grower-shipper’s
products. For Monterey Mushrooms, there is a special education challenge because the firm has been
introducing Vitamin D-enhanced mushrooms over the last two years, according to Joe Caldwell, the
firm’s vice president… Monterey’s efforts have moved eastward after a WEset Coast rollout, and ‘now,
most of our markets in the East will have Vitamin-D products this month.’”

Kevin Donovan: New facility functioning well [Hard copy available]
The Produce News, August 16, 2010
“This September will mark one year since the first mushroom harvest by Phillips Mushroom Farms LOP
at its new Dutch-style white mushroom house, located in quiet Warwick, MD. This about an hour’s
drive south of Phillips’ headquarters in Kennett Square, PA. Kevin Donovan, Phillips’ sales manager told
The Produce News July 27, ‘Our new white mushroom production facility is doing very well. It is
producing really nice quality mushrooms. The management of the organization is very happy with
what it has done. Production keeps coming. Quality is very good. We are very happy.’ Phillips has built
a strong reputation as a specialty mushroom provider, so the massive white mushroom production has
‘given us the whole mushroom category and made it simpler for our customers to get the whole
mushroom package from Phillips.’ He said. ‘It made it much simpler.’”



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Country Fresh Mushroom moving ahead in SQF certifications [Hard copy available]
The Produce News, August 16, 2010
“This fall, Country Fresh Mushroom Co., based here, will be moving to level three of the Safe Quality
Food certification process, according to Laura Matar, the firm’s vice president sales and customer
service. SQF is an international food safety program that is headquartered in Brussels, Belgium. Country
Fresh achieved SQF level two in November 2009. The progression forward is a symbol of the
commitment to food safety held by the six growers who cooperatively own Country Fresh, according
to Ms. Matar. Country Fresh is also requiring that all of its mushroom suppliers become certified under
the Mushroom Good Agricultural Practices program, known as MGAP, which is managed by the U.S.
Department of Agriculture.”

Some positives amid challenges in the mushroom sector [Hard copy available]
The Produce News, August 16, 2010
“The mushroom industry is forever plagued by plentiful production in an industry that swings on supply
and demand. The balance is always difficult for the industry – and certainly remains challenging in 2010.
Nonetheless, there are some positive indications… industry wide in the first quarter of 2010, retail sales
of mushroom poundage were up 5.8 percent nationally and up 8 percent in dollar sales.”

Jersey chefs dress up August’s juicy harvest
Asbury Park Press (Asbury Park, NJ), August 15, 2010
“In an unusual pairing, Chef Thomas Donohoe uses peaches and mushrooms to complement a pan-
roasted black grouper fish ($30). ‘The savory earthiness of the mushroom combines interestingly with
the sweetness of the peaches,’ said Donohoe. ‘People love it.’”

Q&A | Laura Phelps, American Mushroom Institute
The Packer, August 13, 2010
“Are you comfortable with the work the mushroom industry has done in relation to product safety? It
seems the industry has been proactive about developing its own set of good agricultural practices? Yes,
the industry is really ahead of the curve on good agricultural practices. This effort was started over 10
years ago. Because mushroom production is so unique, we needed standards and guidelines that were
appropriate to indoor production. The risks are very low, but we needed our own program.”

Raw Chocolate Made From…Mushrooms?
Seattle Weekly, August 13, 2010
“Cool new products seem to pop up all the time, from raw cookies to mousses to this brand new raw
chocolate. This sweet treat is made with a five mushroom blend, which includes reishi, shitake,
mesima, poria, and turkey tail. It's alive with other pure ingredients, too, like raw cacao beans, raw
agave nectar, raw cacao butter, raw cacao powder, raw maca powder, blue-green algae, vanilla bean,
mint oil and Himalayan salt.”

The elusive chanterelle
The Daily Astorian (St. Astoria, Oregon), August 12, 2010
“This is the dance, the gatherers' dance: rain, sun, mushrooms. ‘And these golden ones, fluted trumpets,
pinched from the forest floor...’ (That's Robert Pyle again, from a recent poem). ‘Help yourself,’ I remind
myself, ‘but don't take too much.’ Truth is, leave the buttons. Leave any mushroom that is over the
top. Let the mushrooms drop their invisible spore prints. Let them propagate. And then we can all
feast.”



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Healthy stir-fry at vegan Garden Fresh
San Francisco Chronicle, August 12, 2010
“An alternative is the spinach won ton ($3.95), with vivid green leaves floating in a delectable
mushroom broth… The entrees are almost all variations on stir-fried mock meat with vegetables, such
as the terrific black pepper ‘chicken’ ($10.95) featuring chunks of fried tofu with carrots, onions and
mushrooms in a rich, nicely balanced brown sauce with hints of black pepper. Another good dish,
cashew soy ‘shrimp’ ($12.95), is tossed with mushrooms, carrots, jicama, cashews and snow peas in a
delicate sauce with a touch of garlic.”

51fifteen Restaurant & Lounge undergoes a remodel
Houston Chronicle, August 11, 2010
“One important constant is chef Pedro Silva, who has injected some pizzazz into the menu to match its
new threads. There's a roasted portabello mushroom gratin with crabmeat and crawfish; glazed
salmon with shrimp and a tequila lime butter; chipotle grilled lamb chops; black pepper fettuccini with
grilled chicken in garlic cream sauce; and filet of snapper with shrimp and avocado in a cilantro cream
sauce.”

Best of Miami
Miami New Times, August 11, 2010
“Blue Door, Delano Hotel – Diners can start with the restaurant's signature appetizer: jumbo ravioli
filled with taro root mousseline and sauced with truffle-infused mushroom cappuccino. That's a great
one, as are alternatives of salmon tartare with tapioca caviar and wasabi vinaigrette; buffalo mozzarella-
tomato salad; and seared yellowfin tuna with marinated daikon. Enticing entrées are mango-marinated
pork loin with black Thai risotto; free-range chicken with fingerling potatoes, wild mushrooms,
Chinese okra pickles, and black truffles…”

Service Club gala chiefs take a turn on the catwalk
Chicago Sun-Times, August 10, 2010
“While partygoers supped on chilled melon soup and roasted chicken with wild mushrooms, emcee-
for-the-day Hazel Barr took to the stage to begin the show. Barr, a former Service Club president,
cracked jokes to great guffaws from the close-knit audience and reminded everyone to be proud of
Chicago because, ‘We are a fashion city, and don't you all forget it.’”

McDonald’s USA New Angus Snack Wraps Deliver Big Burger Taste in Snack-Size Wrap
PRNewswire, August 10, 2010
"At McDonald's, we recognize that our customers are looking for more options to accommodate their
adventurous tastes and busy lifestyles," said Wade Thoma, McDonald's vice president of U.S. menu
management. ‘The new Angus Snack Wraps combine the bold Angus beef taste and flavorful toppings
like red ring onions and sautéed mushrooms that our customers love, now with the convenience and
everyday value they expect from McDonald's.’"

Off The Menu: When Dishes Disappear
Philadelphia Magazine, August 9, 2010
“One time, however, Marigold had to take something off the menu because they were too creative for
their own good. The dish was called Mushroom Frenzy, and it involved mushrooms that were steamed
and served in parchment paper — paper that was intended to be decoration only. However, according
to Chef Rob Halpern, some patrons left comments saying something to the effect of, ‘The puff pastry



                                                                                                       14
wasn’t too tasty.’ In part because of mushroom prices and in part because of this confusion, the dish
was pulled from the menu.”

Testaccio returns to Roman roots
Queens Courier, August 9, 2010
“The coda alla vaccinara, or braised oxtail in red wine, is served with roasted veggies, caramelized baby
onions and mushroom heads. For anyone who finds the name “oxtail” off-putting, think of it as the most
tender and flavorful cut of beef you’ve ever eaten. It melts in your mouth and the mushrooms taste as
thought they were picked earlier in the day.”

There’s a fungus among us
Globe Gazette (Mason City, IA), August 8, 2010
“A mushroom 13 inches wide and 11½ inches tall has been growing in the backyard of Carlyle and
Leslie Dalen of Mason City. ‘I told the boys ‘Let’s see how big it gets,’ Carlyle said. ‘To our surprise it
grew to this.’ The family discovered the mushroom about a week ago.”

Seeing Gain in the Label ‘Organic’
New York Times, August 7, 2010
“As an organic farmer, Eric Rose said he would rather mow down a pest-ridden crop than spray
chemicals on his 30-acre mushroom farm in Burlington, Wis. But despite Mr. Rose’s commitment to
following strict organic guidelines and accepting the financial risks, he has not sought official
certification, a status necessary to label his produce organic, which would probably increase sales. Many
other independent growers who farm organically have resisted certification from the United States
Department of Agriculture. Some, like Mr. Rose, consider the process too expensive and time-
consuming; others object to deeper government involvement in food production… This year, Mr. Rose
joined their ranks. Though he has been organically farming his father’s 30-year-old mushroom and
vegetable farm, River Valley Kitchens, without certification since 1997, he did not turn a profit until
2007. Mr. Rose said he might be able to win the Whole Foods chain as a customer if he could market
his portobello and crimini mushrooms as organic. Otherwise, he said, ‘there is no conversation with
them, because that’s the market they’re servicing.’”

The Disturbing Mushroom of Lincoln Place
New York Times’ “City Room” blog, August 6, 2010
“Will some enterprising mycologist please identify this thing? Looking for all the world like a half-eaten
fermented-entrail sandwich, it has established itself in an otherwise empty sidewalk tree pit outside the
Park Slope Playground in Brooklyn, in full view of thousands of impressionable children. Apparently the
fungus has its fans. On Saturday, when a reporter stopped to inspect it, two youngsters appeared at
the window of the first-floor apartment nearby and warned, ‘Don’t kill the mushroom.’ It’s still there
as of Saturday, Aug. 7, though looking a bit aged. Go have a peek. But don’t kill it.”

Sustaining a wine legacy at Brix 25
News Tribune (Tacoma, WA), August 6, 2010
“The steak was paired with a rich ragout made with silky sweetbreads and velvety beech mushrooms
– a nutty, earthy mushroom with an appearance resembling leggy enoki – and a sauce flavored by
marsala wine, veal stock, tomatoes and an herbal finish from oregano, thyme and basil… Pork loin ($19)
can turn leathery in the wrong hands, but three generous medallions of grilled orange and lemon-
marinated loin were tender and juicy, perfectly paired with a meaty mushroom marsala sauce, those



                                                                                                              15
sinfully creamy mashed potatoes and crisp baby carrots. The entrée was one of the bargains on the
menu.”

Wet weather is good for mushroom hunters
Weekly Alibi (Albuquerque, New Mexico), August 6, 2010
“All this wet weather has brought a nice showing of mushrooms in New Mexico. This enthusiast had
the good fortune to attend a dinner party where the featured item was an eight pound Cauliflower
mushroom from the south east area of the Valle Grande in Jemez mountains. A beautiful tangy and
earthy scent emanated from this specimen, which was regarded by many to have the segmented
appearance of a brain. It sliced like a Stilton, loose and hearty. It was cooked to perfection in a broth by
the host who then proceeded to feature the fungus in a lovely Beef stroganoff on egg noodles. A
chardonnay complemented the delicate, buttery flesh of this outstanding find.”

Restaurant Profile: Roaring Rock Restaurant
The Express Times (Leigh Valley, PA), August 6, 2010
“Soup seller: Wilson’s all-natural mushroom soup is a legend. Wilson is trying to get the no dairy, no
meat soup on shelves in specialty food stores.”

Recent restaurant reviews
San Jose Mercury News, August 6, 2010
“Henry's, 2600 Durant Ave., Berkeley. With a new dining room, menu and internationally minded chef,
this UC Berkeley haunt adjacent to the Hotel Durant likely will bring in a more sophisticated crowd than
your average gastro pub. Ignite your appetite with the Turmeric and Ginger Mushrooms ($8). Roasted
in herb butter, they are bright both in color and flavor. For entrees, it doesn't get more comfortable
than the Spaetzle ($17).”

Outdoors: If you (or wife) know your mushrooms, these are delicious
Worcester Telegram & Gazette (Worcester, MA), August 6, 2010
“Trumpets of death were left at my door this week. Actually, a whole bag of them was dropped off,
collected by botanist Tom Rawinski. Their name is misleading. Craterellus cornucopiodes, also known
as the Horn of Plenty, is both safe to eat and delicious. This mushroom is a member of the delectable
chanterelle family, hollow in the middle down to its base, much like a vase, blackish and supposedly evil-
looking on its outer side, which is distinctively covered by many wrinkles. Look for them along vernal
brook-sides, little rocky streams that flowed in spring but are now still, especially on the eastern slopes
of oak forests. There are only about 12 local mushroom species I’ll pick with certainty. Some are tricky
and downright toxic. My identification skills came not from my biology courses, but rather from a
Lithuanian mother and a Polish wife who regarded mushroom picking as a cultural tradition.”

Can coffee by ‘healthy’ and tasty?
Southtown Star (Chicago, IL), August 5, 2010
“The secret ingredient is the Red Reishi mushroom (Ganoderma Lucidum), known for thousands of years
to have extensive health benefits. How clever that someone thought to put it in coffee, one of our most
popular drinks. According to information I found on the Web and from The Egg & I (where owner Jason
Garofalo is a distributor) this herbal mushroom can neutralize the acid in coffee and tea, boost the
immune system, inhibit cancer, fight fatigue and stress, improve memory and is an antioxidant, anti-
allergenic, anti-inflammatory. In other words, it can restore the body to its natural state and enable all
organs to function normally.”




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Something for everyone at Ozekii
Ventury County Reporter (Ventura, CA), August 5, 2010
“While I am certain we could have called it quits after those two rolls, there were too many interesting
items on the menu to throw up the white flag. We ordered the mushroom soup, consisting of a dark,
warm mushroom broth with five types of mushrooms, and the Monkey Brain, an avocado split in four
and filled with spicy tuna and real crab meat, then deep fried. The soup, at $4.50, was a deal. Brought to
us in a small cauldron with two small bowls, it was rich and flavorful, pushing me past the brink of
satisfied into pure ecstasy. Maybe ecstasy is a little over the top, but what could possibly describe the
feeling that comes after complete satisfaction?”

Rain a factor in this year’s crop
Anchorage Daily News, August 4, 2010
“And, if you look at them as a sign things are healthy in your yard, this is starting out as a killer
couple of weeks for mushrooms. Most of them are simply fruit of mycorrhizal fungi that are feeding
your trees and shrubs in return for carbon. Actually, it turns out that your trees and shrubs are using
fungi to mine the soil in your yard. The mushrooms happen to be little blowouts that occur in the
process whenever it gets wet enough and the fungi can multiply. These, as well as decaying
mushrooms usually found in the woods and on bark landscape chips, indicate that all is well with the
soil food web. No mushrooms in your yard, especially when we have had so much rain, means
something is wrong.”

Champs Mushrooms opens distribution center
The Packer, August 4, 2010
“Champ’s Mushrooms Inc., Abbotsford, British Columbia, recently moved into a new production and
distribution facility. The 30,000-square-foot facility, most of it under refrigeration, houses the
company’s corporate and administration offices, said Harvey Mitchler, sales and marketing manager.
The new building meets the highest food safety standards for mushroom handling, Mitchler said.”

Highline Mushrooms expands growing areas
The Packer, August 4, 2010
“With the acquisition of Kingsville Mushroom Farm, Leamington, Ontario-based Highline Mushrooms
now owns four growing facilities in southwestern Ontario plus a distribution center in Montreal.
Chairwoman Elizabeth O’Neil said the facility… brings the company’s workforce to about 1,150… ‘Our
highly developed cropping techniques have enabled us to grow all white, mini bella and portabella
mushrooms without the use of any pesticides or fungicides,’ said O’Neil. The company’s Leamington
and Wellington farms recently achieved Safe Quality Food 2000 Level 2 certification, she said, with
Kingsville’s audit scheduled for early fall. Highline is the largest independently owned and operated
mushroom grower in Canada.”

Kitchen Pride adds transport system
The Packer, August 4, 2010
“Kitchen Pride Mushroom Farms, Gonzales, Texas, plans to add another crop a week by late fall to
better serve its Texas customers. In addition, the farm has added a conveyor system to transport
mushrooms from the growing room to the cooler, said James Sweatt, director of sales. ‘It helps with
quality because we’re not handling the product as much,’ he said. ‘We’re also bar-coding it for
traceability so we know what variety we have, which growing room it came from, who picked it and
what crop it came from.’ Sweatt said scanning the barcode directly into the computer helps with payroll
because harvesters are paid a piece rate.”


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Modern Mushroom adds product flavor
The Packer, August 4, 2010
“The growth in large-cap portabellas and baby bellas and consumers’ interest in upscale dining at
home have prompted Modern Mushroom Farms, Avondale, Penn., to add a spinach, artichoke and
parmesan flavor to its successful value-added line of stuffed portabella caps… Modern is also
providing more recipes at the store level to inspire consumers, he said, and the company’s new
website offers more than 80 recipes plus nutritional and health information on the benefits of
mushrooms.”

Mushroom safety procedures thriving, expanding
The Packer, August 4, 2010
“The mushroom industry is celebrating the first anniversary of its Mushroom Good Agricultural
Practices food safety initiative, and Laura Phelps couldn’t be more pleased. ‘Last April we had intensive
training sessions for growers,’ said Phelps, president of the Washington, D.C.-based American
Mushroom Institute, ‘and to date more than 50 mushroom farms, representing 70% to 85% of
production, have completed their initial audit.’ MGAP is a set of industry-wide, commodity specific
food safety standards and guidelines. It was developed by representatives of U.S. farms, packing houses,
food safety consultants and Pennsylvania State University faculty for the growing, harvesting and
shipping of fresh mushrooms.”

To-Jo Mushrooms becomes safety certified
The Packer, August 4, 2010
“To-Jo Mushrooms’ packing and processing plants have achieved Safe Quality Food (SQF) 2000 Level 2
Food Manufacturer certification after an audit by the independent certifying body Steritech Group Inc.
The Avondale, Penn, company was awarded an excellent rating, the highest level of compliance,
according to a news release… To-Jo Mushrooms grows whites, brown and specialty mushrooms and
processes value-added mushroom products that are distributed nationally.”

Hunting the wild Reishi and other shelf fungi
WellsvilleDaily.com (Allegany Co., NY), August 4, 2010
“Chinese herbal medicine has a tradition that extends back over 3,000 years. Interestingly, during one of
the early dynasties in China, peasants were executed for drinking tea made from ‘Reishi.’ Only the
emperor and his immediate clan were allowed to partake in ‘the mushroom of spiritual potency.’ It
seems pretty far-fetched, though historically validated, that people lost their lives for the crime of
drinking a tea, made from a shelf mushroom, growing on a dead tree.”

Browse Special Issues
Colorado Springs Independent, August 3, 2010
“By day's end, we were able to locate seven different safe-to-eat shrooms (a few of which local fine
dining chefs are reported to pay handsomely for at friendly back-door transactions). Six Frederick
knows by name; the seventh he can't recall, but he remembered it was safe to eat and I did so, to no ill
effect.”

Martin Yan: A lifetime of crafting a burger
Foster's Daily Democrat (Dover, ME), August 3, 2010
“And not surprisingly, the man who has spent more than 30 years introducing home cooks to Asian
flavors draws inspiration from that palette. ‘The addition of some chopped shiitake mushrooms


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(soaked, softened and coarsely chopped) and water chestnuts (coarsely chopped), will give the burger
some extra texture,’ he wrote in an e-mail. ‘I would also add some chopped garlic ginger, and cilantro
for extra flavor.’”

Recession Recipe: Mozzarella Mushroom Meatballs
Huffington Post, August 3, 2010
“For a long time, I made meatballs with ground turkey. They were very good, but very, very basic. I
started dressing them up about 6 months ago, using different kinds of meats and, eventually, stuffings.
The combination of mushroom, meat and mozzarella is the one I like best – half beef, half pork,
mushrooms and ooey gooey cheesiness on the inside. Very nice!”

New truffle species found in Tongass National Forest
KRDB Community Radio (Southeast Alaska), August 3, 2010 (audio clip)
“The US Forest Service is trying to inventory all the plants in the Tongass National Forest, including its
mushroom populations. A crew of mycologists, or mushroom experts, visited Petersburg last month to
help with the effort… and during the inventory, one scientist came across what he believes may be a
new kind of truffle.”

Recipes for delicious camping
Milwaukee Journal Sentinel, August 3, 2010
“This past weekend I had the pleasure of eating and sleeping under the stars at High Cliff State Park in
Sherwood, Wis. (yes). We managed to make a pretty delicious and healthy dinner using a few simple
ingredients. Breakfast the next morning was equally stellar. After chopping up sweet potatoes, russet
potatoes, yellow squash, mushrooms, portabella mushrooms and carrots, we shook all the veggies up
in a bag with olive oil and McCormick's Vegetable Supreme (a really awesome, easy seasoning blend).”

Italian food, Italian song
Naples Daily News (Naples, FL), August 3, 2010
“Diners chose between herb crusted Chilean sea bass, finished in roasted red pepper sauce, served
with mushroom risotto cake and asparagus, or veal chop stuffed with Asiago cheese, spinach and pine
nuts, finished in a rosemary thyme cabernet demi, as the main course.”

Chef Marvin Woods Serves Up Healthy Risotto
CBSNews.com, August 2, 2010
“Woods was recently chosen to kick off Michelle Obama's "Let's Move" campaign, which aims to curb
childhood obesity, improve kids' nutrition and help them become active… We asked Woods to provide
some of his healthy makeover magic to a dish that's traditionally very heavy - risotto. Instead of rice,
Wood's healthy risotto uses farro, a healthier cousin of the popular grain. He makes his own stock,
which helps keep the sodium levels in check and goes light on the butter and cheese (too big reasons
why risotto can be so fattening). To kick up the flavor, Woods drops in shitake mushrooms and fresh
corn on the cob.”

Crabapple recipes in this week's local food blogger spotlight
Daily Camera (Boulder, CO), August 2, 2010
"‘Well, Ollin Farms never disappoints! They have crabapples, which I find pretty cool. I picked some up
at the market and headed over to my friend Chad at Hazel Dell and asked for mushrooms for a
crabapple sauté.’ With that, she made tempeh burgers with crabapple mushroom sauce. And for you



                                                                                                        19
more traditional eaters out there, you might be more interested in her refreshing-sounding crabapple
sangria.”

Recipes for Health: Sautéed Spinach With Mushrooms
New York Times, August 2, 2010
“This classic combination can be served as a side dish or as an entree — with grains or piled atop a
thick slice of toast. It also makes a great filling for omelets or crêpes.”

Tournedos Of Tenderloin Grilled To Perfection
Republican Journal (Belfast, ME), August 2, 2010
“Tender mignonettes of beef grilled to perfection and served with wild mushroom and burgundy
demi-glaze. Also consider the chef's Potato Crusted Haddock, Maine Crab Cakes, New York Strip, Maine
Lobster and much more. Great dishes all.”


MUSHROOM RECIPES:
   Garden Omelet, Cooking Light, September 2010 [hardcopy available, Cooking Light placement]
   Portobello Napoleon, The Beachside Resident (Cocoa Beach, FL), August 2010
   Chef Jeff – One Byte At A Time: Grilled Portabellas with Herb Cheese, Grand Forks Herald,
     August 31, 2010
   CHEF JEFF: Barbecue Pork with Mushrooms, Grand Forks Herald, August 29, 2010
   Mushroom Provencal, Monterey County Herald (Monterey, CA), August 25, 2010
   Recipe for Liver & Lungs, Wood & Metal: Turnips, Fennel, Shiitakes and Turmeric, Eat. Drink.
     Better. (blog), August 27, 2010
   Bleu cheese tops mushroom risotto dish from Natalia's, Macon Telegraph (Macon, GA), August
     27, 2010
   Mushroom Risotto, MyFoxDetroit.com, August 27, 2010
   Recipe of the Day, Worcester Telegram (Worcester, MA), August 27, 2010
   Baked Mushrooms, Broken Bread, Denver Post, August 25, 2010
   Upside-Down Mushroom Tartlets, Denver Post, August 25, 2010
   Sautéed Mushrooms, Denver Post, August 25, 2010
   Chicken-Artichoke Casserole, MiamiHerald.com, August 25, 2010
   The power of mushrooms (Mushroom and Egg Wrap; Sautéed Mushroom Salad; Mushroom,
     Edamame and Salmon Penne), The News-Star (Monroe, LA), August 25, 2010 [hardcopy
     available]
   Marinated Grilled Mushrooms, Kitsap Sun (Bremerton, WA), August 22, 2010
   Portabella Pizza, Kitsap Sun (Bremerton, WA), August 22, 2010
   Shiitake Powdered Steak With Ginger & Shallots, San Francisco Chronicle, August 22, 2010
   Cheesy Mushroom Burgers, Saratoga TODAY (Saratoga Springs, NY), August 19, 2010
   Curried noodles with chicken and mushrooms, stv.tv, August 19, 2010
   Roasted Portobello Mushroom Cheeseburgers with Caramelized Onions and Pimento Aioli,
     CBSNews.com, August 18, 2010
   Corn with Bacon and Mushrooms, Times Record (Fort Smith, AR), August 18, 2010
   Farfalle with Mushrooms and Spinach, Times Record (Fort Smith, AR), August 18, 2010
   Sausage and Mushroom Crustless Quiche, Woman’s Day, August 18, 2010
   Portobello Mushroom Supper Sandwich, Whole Foods’ e-newsletter, August 18, 2010
   King trumpet mushroom salad, FOX CT, August 16, 2010


                                                                                                       20
       Chanterelle & Gruyere Fritatta, Gadling.com, August 11, 2010
       Tehama County CattleWomen: Country Stuffed Mushrooms, Red Bluff Daily News (Red Bluff,
        CA), August 10, 2010
       Chicken with Cognac and Porcini, Jweekly.com, August 5, 2010
       Chardonnay and Mushroom Broth, Eat. Drink…Better, August 4, 2010
       Matt Pietsch’s Wild Mushroom and Goat Cheese Pizza, The Herald-Palladium (St. Joseph, MI),
        August 4, 2010
       Portoburger, The Daily Vanguard (Portland, OR), August 3, 2010
       Marsala Chicken-and-Mushroom Casserole Recipe, Every Day with Rachael Ray (online), August
        3, 2010
       Mozzarella Mushroom Meatballs, Huffington Post, August 3, 2010
       Deep Friend Prawns and Mushroom Recipe, ifoodtv.com, August 3, 2010
       Roasted red pepper and wild mushroom tagliatelle, Creative Loafing Tampa (blog), August 2,
        2010
       Zucchini Rigatoni Recipe, Seattle Post Intelligencer (blog), August 2, 2010


MUSHROOM ISSUES:
19 dead in Italy’s lethal sport of mushroom-hunting at night
USA Today, August 30, 2010
“What leisure activity has claimed the lives of at least 19 people in Italy over the past 10 days? That's
right, mushroom-hunting. Most of the victims, including an 88-year-old woman found dead in a ravine,
died by sliding down slopes or tumbling over rocks in the northern mountains, according to La
Repubblica…‘There is too much carelessness. Too many people don't give a darn about the right rules,
and unfortunately, this is the result,’ Gino Comelli, head of the Alpine rescue service in northwest Italy's
Valle di Fassa, tells the newspaper, Reuters reports.”
     The New Danger-Career: Mushroom Hunting?, Time, August 30, 2010

Poisonous mushrooms popping up across the Valley
ABC15.com (Phoenix, AZ), August 9, 2010
“Sun Ray Park in Ahwatukee probably looks like a lot of Valley yards, dotted with white mushrooms
that are poisonous. ‘They are the leading cause of mushroom poison in the southwest and a big
poisoner of dogs,’ says Erik Nelson, who studied forestry at NAU. Nelson says the Green Gilled Parasol
Mushroom lies dormant most of the year, springing to life after a soaking rain like we have seen
recently during the monsoon. He says parents and pet owners need to be on alert. The mushrooms
usually dry up and wilt away almost as fast as they pop up, usually a week or two. But they will be
back again, just as potent and just as dangerous.”


VITAMIN D NEWS:
Vitamin D – Dependent Rickets, HLA-DRB1, and the Risk of Multiple Sclerosis
Archives of Neurology, August 2010
“Genes play important roles in MS, with extended major histocompatibility complex haplotypes,
especially those containing HLA-DRB1*15, exerting the strongest effect. The involvement of the
environment is also inescapable, and the geographical distribution of MS suggests that low sunlight –
and thus impaired vitamin D production – may be a key environmental risk factor for the disease.”




                                                                                                         21
The case for boosting vitamin D
San Diego Union-Tribune, August 31, 2010
“Most people do not get nearly enough [vitamin D], according to the National Health and Nutrition
Examination Survey. Two years ago, a coalition of experts recommended a person’s serum
concentration of 25-hydroxyvitamin D should be in the range of 40-60 nanograms per milliliter. (A
nanogram is one billionth of a gram.) This is the typical range found in beach lifeguards, who are
obviously exposed to high levels of sunlight. Currently, less than 10 percent of Americans have serum
concentrations this high in March and April, when the concentrations are lowest due to depletion of
tissue stores of vitamin D during the winter.”

Low Vitamin D Linked to Heart Failure Deaths
WebMD, August 31, 2010
“Low vitamin D levels are associated with a higher risk of death and hospitalization in people with
heart failure, researchers report. The study doesn't prove that low vitamin D levels place patients at
higher risk of dying. Even if the findings are confirmed, low levels of vitamin D may be a marker for some
other damaging factor. The hope is that vitamin D supplements may be able to improve outcomes
among people with heart failure, but this still needs to be put to the test.”

Vitamin D may protect lung disease patients from mold allergy
BETTER Health Research, August 26, 2010
“A study, which is soon to be published in the Journal of Clinical Investigation, has found that vitamin
D may be able to prevent or even treat allergy symptoms triggered by Aspergillus fumigatus, or
common mold. In the study, the scientists analyzed Th2 cells that help the body develop an allergic
reaction, including to A. fumigatus. They then discovered that allergic individuals with increased Th2
reactivity had lower average levels of vitamin D, compared to the control group of healthy participants.”

The Low Down on vitamin D
Chicago Defender, August 25, 2010
“Doctors and researchers are finding more vitamin D deficiency in adults and elderly. Many questions
arise about the importance of this vitamin and signs of deficiency. Vitamin D plays an essential role in
overall bone health and calcium levels. Bone needs calcium and phosphorus to maintain its strength.
The body uses vitamin D to keep the levels of both calcium and phosphorus normal, both of which are
necessary for the normal function of almost every cell in the body.”

Study: Lack of Vitamin D Leads to Disease
Ivanhoe (newswire), August 25, 2010
“Vitamin D isn't just for strong bones anymore. The vitamin directly influences over 200 genes in your
body and a lack of it plays a strong role in the susceptibility to all sorts of diseases, even cancer. In a
study at the University of Oxford, researchers created a map of vitamin D receptor binding across the
human genome. This receptor is a protein that attaches itself to DNA and therefore influences what our
genetic code produces.”

Vitamin D research is promising
Portland Tribune, August 25, 2010
“I cannot wait for doctors Carol Wagner and Bruce Hollis to publish their ‘official’ data from their
completed study of almost 500 pregnant women in South Carolina, half given 4,000 IU of vitamin D per
day and the other half 400 IU (what’s in a standard prenatal vitamin). These doctors have already


                                                                                                         22
shown a high incidence of vitamin D deficiency in pregnant women, even in sunny South Carolina. If
child psychiatrist Gene Stubbs’ research (based on a paper by John Cannell, M.D.) proves true that
autism is associated with low vitamin D levels in pregnancy, then the mental health of our future
generations will be improved.”

Vitamin D May Not Reduce Depression Risk
About.com, August 24, 2010
“For the study, researchers sized up data on 3,916 adults (age 20 and older). In addition to measuring
the participants' blood levels of vitamin D, the researchers assessed each study member's depressive
symptoms. Results revealed ‘no significant associations’ between vitamin D deficiency and moderate-
to-severe depression, major depression, or minor depression. However, the study's authors note that
these findings should be further tested in future studies.”

Vitamin D May Influence Genes for Cancer, Autoimmune Disease
U.S. News & World Report, August 24, 2010
“In the study, Sreeram Ramagopalan of Oxford University and colleagues noted there is a growing
amount of evidence that vitamin D deficiency is a risk factor for a wide range of diseases, but it's not
known exactly how vitamin D is involved. It has been suspected that genetics may contribute to this
connection. Vitamin D has an effect on genes through the vitamin D receptor, which binds to specific
locations on the human genome to influence gene expression (the process by which a gene's
information is converted into the structures operating in a cell). In this study, the researchers mapped
sites of vitamin D receptor binding – information that can be used to identify disease-related genes
that might be influenced by vitamin D. The investigators found that vitamin D receptor binding is
significantly enhanced in regions of the human genome associated with several common autoimmune
diseases, such as multiple sclerosis, type 1 diabetes and Crohn's disease, and in regions associated with
cancers such as leukemia and colorectal cancer.”

Is Vitamin D Toxic?
That’s Fit (blog), August 23, 2010
“That means in a month, he consumed 60 million IUs (Null consumed and 100 times the amount
someone popping a 2,000 IU pill on a daily basis would consume). Null reportedly fully recovered
within three months of stopping the defective supplement. Nonetheless, the question remains: Can
vitamin D be toxic? And the answer is of course, just like water and oxygen and omega-3's can be
toxic. But the number of cases in which that happens are about as common as an appearance by Bill
Clinton at a fundraiser for Sarah Palin. The Vitamin D Council did a little digging and found studies going
back to the '30s in which patients were treated with 200,000 IUs a day for arthritis at the University of
Illinois School of Medicine. While the vast majority of patients improved substantially, about 10
percent got sick. The doctors in charge simply took the patients off that dose and told them to drink
lots of fluids, and ultimately all recovered quite nicely. Other studies going way back show
administration of what we would consider insane amounts (ranging from 150,000 IUs to 300,000 IUs a
day for extended periods).”

The Vitamin-D Debate
Time Magazine, August 23, 2010
“Many health officials believe Americans are D-deficient, but in the age of sunblock and self-tanners,
how many vitamin-D pills should we be popping? New guidelines for the optimal dietary dose are
expected in the fall, and definitive studies on vitamin D's effects on cancer, heart disease and
cognition are ongoing.”


                                                                                                         23
Ketamine fights depression, so does vitamin D
FoodConsumer.com, August 21, 2010
“Those who can't wait for drug companies to develop an effective and safe antidepressant may want
to consider trying supplementation of vitamin D, which evidence suggests boosts depression risk
when it is insufficient or deficient. Stewart R. and Hirani V from King's College London and University
College London Medical School in the United Kingdom published in the July 1, 2010 issue of
Psychosomatic Medicine saying depressive symptoms in older people were linked with clinical vitamin
D deficiency defined as having 25(OH)D levels lower than 10 ng/mL.”

Why Sunshine and Vitamin D Are Vital For Your Mind
FYI Living, August 20, 2010
“Beyond its potential role in maintaining cognitive abilities, Vitamin D is important in the retention of
bone strength as it functions in the absorption of phosphorous and calcium in the body–two essential
bone-building minerals. Aside from this, it is also said to be beneficial in preventing the development of
some cancers and in fighting against infection with tuberculosis. From their findings, the researchers
speculate that supplementation with Vitamin D in the elderly may prove to be a promising
intervention in the prevention of dementia. This is particularly because Vitamin D supplements are safe
and cheap, and have already shown positive benefits in other areas, including in decreasing risks of
fractures.”

Vitamin D: Still More Questions Than Answers
Forbes’ Science Business blog, August 18, 2010
“Supplementation is effective in raising vitamin D levels, but we do not yet know what an “optimum”
level of vitamin D is, and we don’t know what the long-term effects of supplementation may be. Other
fat soluble vitamins have been found to actually increase the risk of cancer if supplemented too
aggressively.”

Low vitamin D levels tied to pregnancy complication
Reuters, August 18, 2010
“A new study finds that women who develop a severe form of pregnancy-related high blood pressure
tend to have lower blood levels of vitamin D than healthy pregnant women – raising the possibility
that the vitamin plays a role in the complication. The condition is known as early-onset severe
preeclampsia, and while it arises in about 2 to 3 percent of pregnancies, it contributes to about 15
percent of preterm births in the U.S. each year.”

What causes psoriasis? Beer or vitamin D deficiency?
Foodconsumer.com, August 17, 2010
“He cited an article circulated over the internet saying that people tend to drink more dark beers in the
winter when vitamin D deficiency is more commonly found than in the summer. Vitamin D has been
known to be involved in the immune system, and deficiency of this sunshine vitamin can cause a wide
spectrum of diseases including autoimmune diseases, according to the Vitamin D Council. So it is
possible that vitamin D deficiency is linked to increased risk of psoriasis. In fact, vitamin D products
are used to ease symptoms of psoriasis.”

If You Want to Age Gracefully – Don’t Eat This
FoodConsumer.com, August 17, 2010
“Optimize Your Vitamin D Levels. This is another very powerful and inexpensive intervention that can
have profound benefits on your health. In the summer you can do this for free by careful and safe sun


                                                                                                       24
exposure but even in the winter a therapeutic level of oral vitamin D (typically 5-10,000 units of vitamin
D3 for most adults).”

The Vitamin That Prevents Childhood Asthma Attacks
FYI Living, August 16, 2010
“The researchers compared the children by vitamin D status, and factored in their age, BMI, family
income, and severity of their asthma. What they found was that hospitalization for asthma attacks was
50% higher in children who had insufficient vitamin D status. While some children experienced more
mild to moderate asthma symptoms when they had sufficient vitamin D status, they had fewer severe
attacks. The researchers propose that one way vitamin D may help is by boosting the uptake and
effect of steroid-based medications used to treat asthma. While asthma is still not considered a curable
disease, minimizing the risk factors, like low vitamin D status and obesity, is a step in the right direction.”

Many people fall short in consumption of vitamin D, studies show
Sun-Sentinel, August 15, 2010
“Dr. Michael F. Holick, a Vitamin D expert at the Boston University School of Medicine, has been
quoted as saying that Vitamin D is the most common nutritional deficiency and probably the most
common medical problem in the world. Getting adequate Vitamin D would seem easy. We need to
spend only a few minutes a day in the sun. In general, 5 to 10 minutes a day between 10 a.m. and 3 p.m.
with minimal clothing is considered good. But cloud cover, sunscreen, skin pigmentation and even
northern latitudes can reduce the penetration of ultraviolet-B rays. And with sedentary lifestyles and
concerns about skin cancer, many people never get enough sun to provide adequate amounts of
Vitamin D.”

Even a low-dose of vitamin D pill cuts breast cancer risk by 24 percent
NaturalNews.com, August 13, 2010
“According to the study, which was published in the American Journal of Clinical Nutrition, women who
take at least 400 international units (IU) of vitamin D a day lower their risk of developing breast
cancer by 24 percent. Over 6,500 patients participated in the study, which study authors believe points
to vitamin D's ability to regulate and control the growth and spread of malignant cancer cells. According
to Laura Anderson, one of the study authors, breast cells have their own receptors for vitamin D, so it
makes perfect sense that vitamin D exerts a positive influence on the body in terms of warding off
cancer.”

High-dose vitamin D may optimize vitamin D status, counteract aortic stiffness
Cardiology Today, August 11, 2010
“Black youth may benefit from a revised vitamin D intake level of 2,000 IU compared with the
currently recommended adequate intake of 400 IU, new data suggested. Compared with black
adolescents assigned to 400 IU of vitamin D per day who did not achieve vitamin D sufficiency at 16
weeks, those assigned 2,000 IU per day were vitamin D sufficient by study end.”

Smart Choices: Getting enough vitamin D?
San Antonio Express-News, August 11, 2010
“New research shows lifestyle changes have taken us to the point where half of the population isn't
getting enough of the so-called sunshine vitamin, a deficiency that has important implications for
fighting disease, keeping newborn babies healthy and making sure we do everything we can for the
physical and mental well-being of the elderly… Good food sources of the fat-soluble vitamin include
salmon, tuna and mackerel. Smaller amounts are found in beef liver, egg yolks and cheese. Many foods


                                                                                                            25
are fortified with the vitamin, including milk, boxed cereals and some brands of yogurt, orange juice, soy
drinks and margarine.”

Colorectal cancer patients with vitamin D deficiency see worse outcomes
Cancer Network, August 10, 2010
“Numerous epidemiological studies have strongly suggested that vitamin D has a protective effect
against cancer, including breast, prostate, and colon. But the data for these studies were gathered
before the cancer diagnosis (see Related Reading below). Researchers at New York's Memorial-Sloan
Kettering Cancer Center have, for the first time, documented levels at the time of cancer diagnosis.”

Vitamin D may help prevent colds this winter, study says
Reuters Life, August 10, 2010
“If you can't get a dose of sunshine, then a daily vitamin D supplement could help ward off colds
during winter, according to a small Finnish study. Researchers have been interested in whether the
vitamin might play a role in people's susceptibility to colds, flu and other respiratory infections as these
illnesses rise during winter when people get little exposure to sunlight. The body naturally synthesizes
vitamin D when the skin is exposed to sunlight.”

Biochemist Proposes Worldwide Policy Change to Step Up Daily Vitamin D Intake
University of California Riverside, August 9, 2010
“Anthony Norman, a leading international expert in vitamin D, proposes worldwide policy changes
regarding people’s vitamin D daily intake amount in order to maximize the vitamin’s contribution to
reducing the frequency of many diseases, including childhood rickets, adult osteomalacia, cancer,
autoimmune type-1 diabetes, hypertension, cardiovascular disease, obesity and muscle weakness…
They add that if the present guidelines for vitamin D intake are strictly implemented and applied
worldwide to pregnant or lactating women, newborns and children, the occurrence of rickets in
infants could be effectively eradicated.”
     Scientists call for global policy change on vitamin D, NutraIngredients.com, August 10, 2010
     Should adults be taking 2,000 to 4,000 IU of vitamin D & should there be safety or policy
        changes?, Examiner.com, August 9, 2010

Low Vitamin D Levels May Endanger Diabetics
About.com, August 6, 2010
“For people with type 2 diabetes, running low on vitamin D may increase risk of death from all causes.
That's the finding of a new study of 289 diabetes patients who were followed for an average of 15 years.
By the study's end, 68 percent of participants had died. Looking at data on the study members' vitamin
D levels, researchers determined that those with severe vitamin D deficiency were more likely to have
died during the course of the study.”

The Vitamin D Newsletter: Gary Null and Vitamin D Toxicity
FoodConsumer.com, August 6, 2010
“He took his own supplement, Ultimate Power Meal, for a month and became extremely ill; one batch of
Power Meal apparently contained 1,000 times more vitamin D than it should. That is, it contained
2,000,000 IU of vitamin D3 per serving instead of 2,000 IU per serving. Mr. Null became sicker and
sicker as he gulped it down… The authors report that the symptoms of vitamin D toxicity began with
persistent nausea, which the doctors instructed their patients to be on the lookout for, as well as
increased frequency of urination without increased volume of urine. Weakness and increased thirst
were common, and ‘if the treatment is continued, diarrhea, gripping pain in the gastrointestinal tract,


                                                                                                           26
and vomiting.’ The authors bragged that they could not report on pathological findings in toxicity,
because none of their 700 patients had died and “come to autopsy.’”

Some evidence Vitamin D might fight colds
Reuters, August 6, 2010
“A daily vitamin D supplement may help young men enjoy more sick-free days during cold and flu
season, a small study suggests. Vitamin D has been the subject of much research of late, with studies
linking low vitamin D levels in the blood to higher risks of type 1 diabetes and severe asthma attacks
in children and, in adults, heart disease, certain cancers and depression.”
     Can Vitamin D help fight off a cold?, RedOrbit.com, August 6, 2010
     Some evidence Vitamin D might fight colds, MyTV Detroit, August 6, 2010

Extra Vitamin D May Improve Heart Health in Black Teens
Business Week, August 5, 2010
“Black teens can gain a measure of protection from heart disease by taking daily vitamin D
supplementation at levels that are five times the current recommendations, new research suggests...
‘In the past we had not considered African-Americans to be a group that was particularly at risk for
vitamin D deficiency,’ he noted. ‘In fact, I personally had believed that vitamin D was a non-issue for this
community among those with enough exposure to sunlight and a healthy diet,’ he explained.”
      High-dose vitamin D may optimize vitamin D status, counteract aortic stiffness
         progression in black youth, Endocrine Today, August 6, 2010
      Black Teenagers May Improve Arterial Stiffness with Vitamin D supplements , Personal
         Liberty Digest, August 6, 2010
      Vitamin D linked to heart health in black youths, NutraIngredients-Usa.com, August 5, 2010

Axxess Pharma, Inc. Signs Exclusive License Agreement to Globally Market and Distribute High
Potency Vitamin D-3 to Help Reduce Bone Loss and Joint Pain
Marketwatch, August 5, 2010
“Axxess Pharma's license agreement will allow the Company the right to market the vitamin under their
brand name in Canada and select countries worldwide. The vitamin is currently being sold in the United
States. Vitamin D deficiency has been known to contribute to musculoskeletal symptoms and bone
loss in women with breast cancer. The high potency, once a week capsule will help reduce these costly
and painful symptoms while allowing patients and individuals the ability to focus on their daily life. This
capsule will also help reduce fatigue, stiffness, joint pain and impaired muscle strength associated when
individuals take aromatase inhibitors.”

Task Force to Study Obesity, Vitamin D Deficiency
Perishable News, August 5, 2010
“Vitamin D deficiency is particularly common among obese children and teenagers. Unfortunately, it
remains undiagnosed and untreated. Vitamin D deficient children suffer from chronic fatigue,
decreased stamina, decreased bone strength, generalized muscle aches and pains, frequent colds, and
attacks of asthma. Consequently, they exercise less frequently which results in more weight gain and
a vicious cycle sets in. Most of the ill-effects of obesity such as pre-diabetes, diabetes and high blood
pressure are mediated thru insulin resistance. Vitamin D deficiency worsens insulin resistance and all of
its consequences. Obese children get a double dose of insulin resistance: one from obesity itself and the
other from vitamin D deficiency.”




                                                                                                          27
People's Pharmacy
Dallas Morning News, August 3, 2010
“Question: My internist says I need extra vitamin D and suggested I spend more time in the sun. My
dermatologist insists that I need to use a high-SPF sunscreen every day and stay out of the sun. I am
feeling extremely confused and hope you have some information that can help me sort out this
dilemma. Answer: When specialists disagree, the patient is frequently caught in the middle.
Dermatologists see a lot of skin damage and cancer caused by excess sun exposure, so it's no wonder
they want to protect patients. They recommend vitamin D supplements instead of sunshine. Some
experts think that getting vitamin D from controlled sun exposure is preferable to taking supplements.
There is no risk of vitamin D toxicity this way, but it is essential to limit time in the sun. Sunscreen
prevents vitamin D formation.”

Shining a Light on Vitamin D
MSN Health & Fitness, August 3, 2010
“Everyone agrees vitamin D is an essential nutrient, necessary for building and maintaining strong
bones – and potentially supporting many other aspects of good health. The controversy comes in
when the conversation turns to how much vitamin D you need, and how to go about getting it.”


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