Avondale-based American Mushroom Institute, the home to one of the longest running agriculture trade publications, Mushroom News, has rebranded to become American Mushroom, reports the Blue Book Service. 

“Similar to our members, our name is our brand,” said AMI President Rachel Roberts. “American Mushroom better describes who we are and who we represent: our work is straightforward – we track, influence, and monitor everything and anything that impacts or presents opportunities for mushroom businesses.” 

The rebrand helps the trade association identify itself and the industry “when working with our advocacy partners in Washington, D.C., educating audiences about mushrooms and the mushroom industry, introducing ourselves to potential members, and talking to media and other groups,” added Roberts. 

Mushrooms are currently in the spotlight. Nutrition research continues to show how beneficial mushrooms are to consumer health. There are new growing techniques constantly arising and strains that will help revolutionize packaging, textiles, and nutraceuticals. 

American Mushroom, which was formed in 1955, wanted to stay in line with innovation in the industry. 

“The rebrand is a reflection of this and better positions American Mushroom to lead into the future,” said Roberts. 

Read more about American Mushroom in the Blue Book Service.