The article highlights the strong and consistent demand for mushrooms in the market, both retail and foodservice, particularly during the holiday season and into the new year. Despite increased market pricing, this demand has not wavered, indicating a growing interest in mushrooms as a staple food item and a super food. Sales data shows an increase in the volume and value of brown mushroom sales. Additionally, the article notes the shift in branding and marketing to emphasize the health benefits of mushrooms, with shipments of mushrooms reaching 802 million pounds through October 2019, surpassing the previous year's figures and indicating a strong sales trend.