Seasoned Produce Marketers Join Forces to Propel Fresh Mushrooms into the Spotlight
The Mushroom Council has announced a significant step toward elevating the visibility of fresh mushrooms by bringing on two veteran produce marketers.
On March 12, 2025, the organization revealed that it has hired Cristie Mather as Vice President of Marketing and Adriane Rippberger as Director of Marketing.
Their main objective is to capitalize on the growing interest in fresh mushrooms, strengthening the Council’s mission to boost consumer awareness, enhance culinary innovations, and foster partnerships within the food industry.
By adding these new marketing leaders, the Council aims to address the increasing consumer demand for fresh produce, particularly mushrooms.
The timing of this decision coincides with heightened attention around mushroom-based dishes and the broader shift toward foods that appeal to those seeking both flavor and health benefits.
Mather and Rippberger will manage consumer-facing initiatives and industry outreach, supporting the Council’s ongoing projects to promote fresh mushroom consumption on a wider scale.
Director of Marketing
Mushroom Council
They are expected to draw on extensive backgrounds in produce marketing and commodity board planning to guide campaigns, analyze market trends, and craft strategies that reflect the surging popularity of mushrooms in culinary spaces.
Their combined experience spans agencies and in-house roles, including collaborations with several commodity boards and prominent produce brands.
Each has contributed to marketing strategies for apples, avocados, berries, dairy, grapes, pears, watermelon, potatoes, nuts, and more diverse backgrounds that will potentially inform new mushroom-focused campaigns for retail, food service, and general consumer audiences.
The Council believes that Mather and Rippberger’s seasoned perspective can reinforce the connection between produce items and shifting consumer preferences, paving the way for fresh mushrooms to take an even stronger position in grocery stores, restaurants, and everyday home cooking.
“There has never been more interest, conversation and culinary innovation surrounding fresh mushrooms. Cristie and Adriane are seasoned pros at transforming ideas into action – helping turn emerging trends in the food space into everyday choices. Their expertise will be instrumental in making fresh mushrooms even more top-of-mind for consumers and trade partners alike.”
Amy Wood, Mushroom Council President and CEO
The Council’s focus on both consumer and industry programs will remain central to its broader agenda.
Mather and Rippberger are set to guide messaging around fresh mushrooms’ health benefits, their versatility in recipes, and the opportunities they present for culinary experimentation.
Their new leadership roles will involve staying in close contact with growers, shippers, retailers, and foodservice operators to identify emerging market opportunities and develop strategies for broadening mushroom appeal.
Vice President, Marketing
Mushroom Council
With more people searching for innovative yet wholesome food options, mushrooms can offer an array of textures and flavors that fit into an expanding number of dishes and cuisines.
By working with growers and traders, the Council hopes to pinpoint factors that drive consumer interest and address any barriers that may prevent mushrooms from being a regular mealtime addition.
Mather and Rippberger will be building on existing momentum by highlighting mushroom-centric innovations, demonstrating how fresh mushrooms can transform everyday cooking, and showcasing the product’s adaptability across breakfast, lunch, and dinner menus.
Their aim is not only to guide brand positioning but also to ensure that consistent, research-driven messaging emphasizes fresh mushrooms’ nutritional profile and culinary range.
Through upcoming campaigns, the Council expects to combine trade advocacy, social media outreach, and consumer education to showcase the versatility of fresh mushrooms.
They will likely encourage retailers to feature mushrooms more prominently and invite chefs to develop recipes that spark interest among home cooks.
Beyond advertising, Mather and Rippberger plan to implement strategies designed to attract health-conscious buyers, food enthusiasts, and culinary professionals who are experimenting with plant-forward meal options.
