In the US they're celebrating National Mushroom Month again. It's another superb method of promoting the fresh produce.
Monterey Mushrooms for instance are opening their doors and encouraging folk to come see how they produce their mushrooms.
All over the US there will be a promotional push on all things mushroom, be they wild or cultivated.
Maybe a mushroom month in Ireland wouldn't be a bad idea - anyone on a walk outdoors this month will be astounded at the fungal profusion in evidence this year.