This study was conducted to evaluate the market potential of 'Hwanggeumsantari', a new oyster mushroom variety developed in Gyeonggi Province in 2019, and to derive effective market entry strategies. To objectively assess the marketability of 'Hwanggeumsantari’ from various perspectives, a panel of 50 consumers was formed, and surveys and interviews were conducted. Additionally, two Focus Group Interviews were held with distributors in the agri-food sector. The results showed that potential consumers were positive about the color and texture of ‘Hwanggeumsantari', but expressed relatively less satisfaction with its shelf life and aroma. Distributors, through tow Focus Group Interviews, evaluated that the product had sufficient market competitiveness, but called for efforts to improve cultivation techniques and enhance price competitiveness. Based on the results of market evaluations by consumers and distributors, a SWOT analysis was conducted. The main strengths identified were its outstanding color and texture, while the main weakness was its freshness issue. Meanwhile, the growing demand for healthy foods and various online sales channels could provide market entry opportunities for ‘Hwanggeumsantari', but high sensitivity to price in the case of premium pricing could pose a threat. Consequently, a market entry strategy for ‘Hwanggeumsantari’ was proposed using a 4P mix approach based on the SWOT analysis results. The product strategy emphasized premium positioning, small packaging, and the development of packaging technology to maintain freshness. The price strategy proposed premium pricing and the operation of incentive programs. The distribution strategy suggested channel diversification, direct stores, or direct sales, while the promotion strategy emphasized storytelling and collaboration with influencers.

The oyster mushrooms have known to be a major product in Gyeonggi-do, with production accounting for 69% of the entire country. The ‘Daeseon’ cultivar, which has white and straight stem, was developed. This cultivar was developed by mating monokaryons isolated from the ‘Heuktari’ and ‘Hwaseong-2ho’ varieties. The optimum temperature for the mycelial growth was 26~32oC on PDA medium and that for the primordia formation and the growth of fruit body of ‘Daeseon’ was 16~20oC on sawdust media. It took 35 days to complete spawn running, 3 days for finish primordia formation, and 4 days for finish fruit body growth in the bottle culture. It has shallow funnel-shaped pileus and a white straight stipe. The yield per bottle was 201 g/1,100 ml and was 16% higher than that of control cultivar ‘Suhan-1ho’. Based on above results, we expect this cultivar to be suitable for small packaging.

A new oak mushroom cultivar ‘K815’ was bred from monokaryotic strains of ‘Jadam-2’ and ‘LE191732-118’. The optimal temperature for mycelial growth of ‘K815’ was 25oC, and the temperature for primordia formation and fruiting body development was 15~20oC. The fruiting body morphology is hemispherical and the fruiting form is sporadic. Total cultivation period of the new cultivar, from inoculation to its first harvest, was 133 days, which was 3 days longer than control cultivar ‘Jadam’ (129 days), with 32 days for spawn running, 89 days for browning, 4 days for primordia formation, and 8 days for fruiting body development. In the fruiting body, the thickness and diameter of pileus of the new cultivar were 32.2 mm and 58.3mm, respectively, and the length of stipe was 35.6 mm. Compared to the control cultivar ('Jadam', 'L808'), the pileus of the new cultivar was thicker and smaller and the length of stipe was shorter. The total number of fruiting bodies of ‘K815’ was 58.9, which was higher than the control varieties and total yield of 2 crop cycle of ‘K815’ was 580 g (per 3 kg substrate), which was similar to the control variety.

The effects of punching treatment on mycelial culture and fruiting body productivity were investigated in a new Lentinula edodes cultivar, “Jadam”, in sawdust medium for the stable production of oak mushroom. As the punching volume and number increased, the weight loss rate and color difference increased and the L value decreased. After spawn inoculation, the sawdust medium temperature and CO2 concentration reached their highest values at 33 and 19 days of incubation, respectively. The O2 concentration showed the lowest value on the 14th day of incubation, which was the opposite pattern to the CO2 concentration. As the punching volume and the number increased, the medium temperature and O2 concentration increased, and the CO2 concentration decreased. Higher punching volumes and numbers resulted in higher temperatures and lower CO2 concentrations. The best fruiting body yield was 5 × 70 mm - 30 (punching diameter × depth - number), and the total yield after three cycles was 644.7 g.

A new spore-less cultivar Lentinula edodes ‘Daedam’ was bred from monokaryotic strains of ‘LE15401-24’ and ‘LE192118-10’. The optimum temperature for mycelial growth of ‘Daedam’ on potato dextrose agar was 22~25oC. Total cultivation period of the new cultivar, from inoculation to its first harvest, was 134 days, similar to that of the control cultivar ‘Hwadam’. Total yield of ‘Daedam’ was 222g per 3kg substrate, and was lower than that of control cultivar(266.0g). The fruiting body of ‘Daedam’ had a thick and small pileus and a longer stem compare to control cultivar. As a result of a analyzing the productivity of ‘Daedam’ on the different substrate types, the biological efficiency was 26.7% in the 1.2kg cylindrical substrate(CS), which was higher than that of the 3kg rod-type substrate(RS). 'Daedam' had a similar yield compared to 'Hanacham' in first fruiting body production, but the cultivation period was 40 days shorter. Therefore, 'Daedam' can only harvest fruiting bodies once, it is thought that it can be used as spore-less oak mushroom cultivar for short-term cultivation instead of 'Hanacham' in mushroom farms.

This study was conducted to reduce the phenomenon of the biased cultivation of certain mushroom varieties and to develop a competitive variety of Pleurotus nebrodensis. We have collected and tested characteristics of genetic resources from domestic and overseas varieties since 2015. We bred the domestic variety ‘Boram’. The optimal temperature was 26~29oC for mycelial growth and 15~18oC for fruit body growth temperature. This variety was similar to the control variety (Uram) in terms of the number of cultivation days and yield per bottle. The shape of the new cultivar was round, whereas that of the control group was spatula-like. The yield was 181.1 g/bottle, which was statistically similar to that of the control variety. When incubating the parent and control varieties, the replacement line was clear. Moreover, polymerase chain reaction analysis of mycelial DNA resulted in different band patterns between the parent and control varieties, confirming the hybrid species.

The oyster mushroom is a widely cultivated edible mushroom in Korea. It is a regionally specialized crop in Gyeonggi-do, where 68% of the national production is produced. The present study was conducted to develop a new, highquality cultivar with stable cultivation. ‘Manseon’ is a new variety of oyster mushroom suitable for bottle culture. It was produced by mating monokaryons isolated from ‘HB-18’ and ‘P15159-16’. The optimal temperature for ‘Manseon’ mycelial growth was 26–29 °C on potato dextrose agar (PDA) medium and for primordia formation and the growth of fruit bodies the optimal temperature was 18–19 °C on sawdust medium. Spawn running required 30 d, primordia formation required 4 d, and fruit body growth in the bottle culture required 4 d. Regarding the characteristics of the fruit bodies, the pilei were round and dark grayish brown, stipe color was white, and stipe shape was short and thick. The yield per bottle was 192.7 g/1,100 cc, which was 9% higher than that of the control strain (Suhan-1ho). The physical properties of springiness, cohesiveness, gumminess, and brittleness of stipe tissue were 87.9%, 77.4%, 445.1 kgf, and 389.6 kgf, respectively.

The present study investigated the optimum additive ratio of wheat straw pellet as a substitute for beet pulp during oyster mushroom cultivation. The chemical properties across treatments were pH of 4.8–5.5, total carbon content of 45.9–46.5%, total nitrogen content of 1.5–1.7%, and carbon-to-nitrogen ratio of 27.8–31.0. Mycelial growth was the fastest in a medium containing 20% wheat straw pellet (at 88.2 mm in ‘Heuktari’ and 70.3–79.6 mm in ‘Suhan-1Ho’); however, there were no significant differences in mycelial density among the treatments. The characteristics of fruiting bodies by variety were as follows. In ‘Heuktari’, the valid stipe number per bottle (1,100 cc) was 22.5 and yield was 177.1 g/1,100 cc in the mixed medium containing 10% wheat straw pellet, with the values being comparable to those of controls. In ‘Suhan-1Ho’, the valid stipe number per bottle (1,100 cc) was 14.0 and yield was 151.2 g/1,100 cc in the mixed medium containing 10% wheat straw pellet, with the values being comparable to those of controls.

Mushroom production in Korea is concentrated on five major mushroom types. To create a new source of income for farmers, it is necessary to establish new mushroom production and marketing systems. This study was conducted to evaluate the marketability of and establish a marketing strategy for Pleurotus nebrodensis variety 'Uram'. The evaluation of distributors showed that it was necessary to cultivate mushrooms of uniform shape and size, to compensate for their low storability, and to sell them in small packages. The consumer evaluation showed that the texture of P. nebrodensis had the highest level of satisfaction for quality, but the levels of satisfaction for size and shape were low. In the consumer evaluation, as in the distributor evaluation, improvements in cultivation were found to be necessary, as the storage time is short due to a high moisture content. An evaluation of the market gave the following results regarding the marketing strategy. It was found to be necessary to consider the production of mushrooms of a uniform shape and size and sell them in small packages in the range of 150 to 300 g. The price of the mushrooms should be set using a high-end strategy for high-end sales. The mushrooms should be introduced to local food and eco-friendly stores in the early stages of production. Subsequently, if farmhouse production increases, shipments should be made to wholesale markets through a regular contract. Finally, considering that P. nebrodensis is an unfamiliar mushroom to consumers, it is necessary to promote it by increasing the accessibility of consumers through tasting events and experience groups.

This study was conducted to investigate the optimum supplementation ratio when replacing cotton seed meal with rapeseed meal for cultivating oyster mushrooms. The chemical properties among the treatments were pH 4.5~4.7, total carbon content was 46.3~46.5%, total nitrogen content was 1.6~1.7%, and carbon-nitrogen ratio was 27.0~27.8. These did not differ significantly from the control. Mycelial growth was 85.1 mm (Heuktari), and 72.8 mm (Suhan-1Ho) in medium containing 5% rapeseed meal, with no significant difference in mycelial density between cultivars. Fruiting body characteristics are as follows: In 'Heuktari', the color of the pileus was darker than control with an L value of 32.5, and pileus thickness and diameter were 3.2 mm and 27.6 mm, respectively. Stipe length and diameter were 86.0 mm and 9.1 mm, respectively. Valid stipe number per bottle (1,100 cc) was 25.9, and a yield of 189.7 g/1,100 cc was recorded in mixed medium containing 5% rapeseed meal (higher than control). In mixed medium containing 10% rapeseed meal, the yield was 184.5 g/1,100 cc (comparable to control). In 'Suhan-1Ho', supplemented with 5% rapeseed meal, pileus color was darker than control color, with an L value of 28.8. Pileus thickness was 4.5 mm. Stipe diameter was 12.3 mm (higher than control), and yield was 145.5 g/1,100 cc (comparable to control).

This study was conducted to diversify the cultivation of mushroom items and develop a competitive variety of Hypsizigus marmoreus. We focused on developing Hypsizigus marmoreus with lower bitterness, likable shape, and high yield. We have collected and tested characteristics of genetic resources from domestic and abroad since 2019. Breeding (2019), characterization (2020), productivity test (2021), and farm demonstration test (2021) have been sequentially conducted. We bred the new variety ‘Yunseul’ with unique traits. The optimal temperature for mycelial and fruit body growth were 22–25oC and 15– 18oC, respectively. It was similar to the control variety (Mangadak-2Ho) in the pileus form (hemispherical shape) and the cultivation period. However, it was thinner and longer than the control variety with the pileus diameter, thickness, stipe diameter, and length being 19.9 mm, 7.0 mm, 9.4 mm, and 86.3 mm, respectively. The effective number of fruit bodies was 47.8 in bottle cultivation, which was more than that of the control variety. The yield was 197.4 g/bottle (1,100 cc), which was 30% higher than the yield of the control variety, 151.9 g/bottle (1,100 cc). The parent and control varieties were also incubated alongside the new variety. The somatic incompatibility line was distinct. The band pattern in the mycelial DNA PCR reaction was different from that of the parent and control varieties, confirming the hybrid species.

This study was conducted to reduce the phenomenon of the biased cultivation of certain mushroom varieties and to develop a competitive variety of Grifola frondosa. We developed the first Korean white commercial mushroom strain, ‘Bakyeon’, by crossing monokaryons derived from brown strains. We have collected and tested the characteristics of mushrooms from domestic and international genetic resources since 2018. We bred the unique domestic variety, ‘Bakyeon’, which has the following characteristics. The optimal temperature for mycelial growth was 25~28oC and the optimal temperature for fruit body growth was 16~18oC. The new variety was similar to the control variety (Daebak) in terms of the pileus, which formed a pine cone shape, and the number of days of cultivation. The yield was 94.1 g/bottle, which was 23% lower than the 108.5 g/bottle yield of the control variety. When incubating the parent and control varieties, the replacement line was clear. Moreover, polymerase chain reaction analysis of mycelial DNA resulted in different band patterns between the parent and control varieties, confirming the hybrid species.

느타리 종균배지재료인 미송톱밥과 미강을 대체할 수 있는 재료를 선발하기 위하여 실시하였다. 톱밥의 pH는 4.9~6.1, 총질소함량은 0.21~0.26%, 총탄소함량은 49.0~50.2%를 나타내며 조지방은 0.3~0.7%를 함유하고 있다. 종균 혼합배지의 pH는 5.3~5.9, 총질소함량은 0.65~1.11%, 총탄소함량은 47.0~49.1%를 나타내었다. C/N율은 총질소 함량이 낮은 미루나무톱밥 혼합배지에서 높게 나타났으며, 단백질 함량은 미송톱밥이 함유되어 있는 배지에서 높게 나타났다. 느타리 균사생장은 미강보다 밀기울이 포함되어 있는 배지에서 균 사생장 속도가 빨랐다. 수량은‘곤지7호’, ‘춘추2호’, ‘흑타리’, ‘수한1호’ 순으로 높았으며, T4(미루나무톱밥:참나무톱 밥:미강) 배지에서 가장 높은 생산성을 나타내었으나 처리 간 유의성이 없었다. 느타리 농가에서는 자가종균 제조 시 주변에서 손쉽게 구할 수 있는 미루나무톱밥, 참나무톱밥을 단용 및 혼용으로 이용할 수 있으며, 보관중에 품질유지가 어려운 미강 대신에 밀기울을 사용하여 종균을 제조할 수 있을 것으로 판단된다.

Profitability of farmers has decreased mainly owing to low price while the gross amount of mushroom production has increased continuously in South Korea. In this regard, analyzing patterns of mushroom consumption is believed to be meaningful. We used a panel data set consisting of 667 families, from 2010 to 2015. Based on the panel data, mushroom consumption patterns of people living in city areas were examined. Multiple descriptive analysis methods and frequency analysis approaches were adopted in this study in terms of time and space dimensions, demographic properties, and purchase behaviors. The findings of this studyshow that mushroom purchase is highly dependent on seasonal events, which implies that the product consumption timing is predictable. In addition, yearly purchase amount patterns reflect that superstores have become the major mushroomtrading venues. This directly supports the need to establish supply chain capabilities for mushroom farmers so that they gain more bargaining power against enterprise-type groceries. Finally, functional features of mushroom can be linked with marketing promotion because purchase patterns demonstrate potential needs for healthcare food in mushroom categories. Based on the analyzed patterns, this paper provides insightful implications for policy makers who want to promote mushroom consumption.

The purpose of this study was to investigate the use of fad dieting as a method to lose weight among male and female college students. A total of 710 students participated in this study. Fad dieting was surveyed using a questionnaire about 11 fad diet methods. The mean age of the subjects was 21.4 years for males and 20.4 years for females. The proportion of students who had experience trying to lose weight was 52.8% for males and 78.6% for females (p<0.001). The diet method employed by the highest number of participants was the half meal diet (27.6% for males, 43.9% for females), followed by the cereal diet (8.8% for males, 43.9% for females), fasting (9.9% for males, 21.4% for females), and the chicken breast diet (13.1% for males, 9.2% for females). The female students were more likely than the males to try fad diets other than the chicken breast diet and the Atkins diet. The most frequent side effect of fad dieting was the yo-yo effect, followed by binge eating, weakness, anemia, and so on. The proportion of students who indicated that nutrition education is needed for healthy dieting was 39.1% for males and 45.4% for females. From these results, we concluded that a high percentage of college students attempt to lose weight through fad diets, with some gender differences. Therefore, in the future, nutrition education programs should focus more attention on providing healthy dieting methods to young college students to help them lose weight.