Cristie Mather is Vice President of Marketing for the Mushroom Council, the nonprofit marketing organization that supports U.S. mushroom growers and importers. Dedicated to increasing fresh mushroom demand, the Mushroom Council's marketing and communications programs engage consumer, retail, foodservice, and nutrition audiences with education and inspiration about delicious, nutritious, and sustainable fresh mushrooms. In 2026, the Mushroom Council is launching a new campaign platform, "It's Not Magic. It's Mushrooms.” aimed at cultivating the next generation of mushroom lovers.