1. Conclusions Ironwood (Carpinus caroliniana) should be included in recommendations to growers looking to begin a shiitake mushroom enterprise While differences may exist between mushrooms grown on different tree species, those difference are too subtle for the average consumer to notice Consumer’s demand for out of season, fresh mushrooms may indicate a need for further work in season extension strategies More work is needed to determine the specific characteristics of Carpinus to inform further efforts in prospecting new tree species of log grown cultivation of shiitake mushrooms Introduction Forest cultivation of shiitake mushrooms can make use of marginal lands to create supplemental income pursuant of small farm viability. With some up-front labor inputs, shiitake cultivation is a low-risk enterprise opportunity. The results of this work will create greater knowledge capital for mushroom growers to more efficiently market their product, plan production systems more appropriately for their select demographic, and give growers more ammunition in branding and creating a niche for their unique product, not only as a gourmet food item, but also as a functional food. In 2012, four different log species were inoculated with the WR46 shiitake strain. The log-species used in this investigation include, Sugar Maple (Acer saccharum), Red Oak (Quercus rubra), White Ash (Fraxinus americana) and Ironwood (Carpinus caroliniana). The logs are managed in intensive cultivation program in that they are forced on an eight-week rotation. The mushrooms are harvested, weighed, and stored for fresh analysis, or dried, using an oven dryer, for storage. Harvests will be segregated based on the log-species from which they originated and the year the log was inoculated. Introduction Forest cultivation of shiitake mushrooms can make use of marginal lands to create supplemental income pursuant of small farm viability. With some up-front labor inputs, shiitake cultivation is a low-risk enterprise opportunity. The results of this work will create greater knowledge capital for mushroom growers to more efficiently market their product, plan production systems more appropriately for their select demographic, and give growers more ammunition in branding and creating a niche for their unique product, not only as a gourmet food item, but also as a functional food. In 2012, four different log species were inoculated with the WR46 shiitake strain. The log-species used in this investigation include, Sugar Maple (Acer saccharum), Red Oak (Quercus rubra), White Ash (Fraxinus americana) and Ironwood (Carpinus caroliniana). The logs are managed in intensive cultivation program in that they are forced on an eight-week rotation. The mushrooms are harvested, weighed, and stored for fresh analysis, or dried, using an oven dryer, for storage. Harvests will be segregated based on the log-species from which they originated and the year the log was inoculated. Results Methods Chemical Phenols Phenols were measured using Folin-Ciocalteu reagent. Flavonoids Measured using chloronil/sodium borohydride, assay. Organoleptic Discrimination Panelist is presented with three samples that are labeled with a random three-digit code. Two of the samples are the standard while the remaining sample is the alternative treatment. The panelist is forced to choose the sample that they feel is the most different. Statistical significance is compared with the entire panel’s ability to discriminate samples and is compared to chance (33%) to generate a one-tailed z- score. Focus Group Culinary professionals and others identified as ‘super tasters’ were recruited to evaluate fresh mushroom samples and identify key adjectives that can be used to describe the flavor of mushrooms grown on different tree species Survey Multiple Choice, written survey used to evaluate consumer’s purchasing behavior, perceptions of functional foods, and trust in health claims made by a gradient of market players Practitioner Decision Effects on Select Bio-chemical and Organoleptic Qualities of Shiitake Mushrooms (Lentinula edodes) Bryan Sobel 1 and Kenneth Mudge 1 1 Horticulture, Cornell University, Ithaca, NY, Methods Mean Harvest Weight of Shiitake Mushrooms from Logs of Four Different Tree Species soaked on four different dates, for 12 (21-Feb & 1-Mar) and 24 (2-Feb & 16-Apr) hours. Treatments with no letters in common are significantly different (P < 0.05) using Tukey’s HSD Results Consumers were unable to detect differences in mushroom samples, based on the log species from which they were grown, with greater likelihood than chance. This is true for both fresh and dried mushrooms. Sugar Maple(Acer Saccharum)Umami, smooth, mild, clean Ironwood(Carpinus caroliniana) Roasted, sweet, caramel, banana, buckwheat pancakes Red Oak (Quercus rubra)Meaty, heavy, hearty Level of Trust Consumers Communicated Based on Health Claims Made by the Respective Entities on a 5 point Likert Scale, Where 1 (No Trust) and 5 (Strong Trust) Consumer’s Perceptions of Functional Foods including willingness to purchase or pay more for functional food products, general and specific functional qualities, and scientific and production system capacities to explain functional properties. Responses based on consumer’s agreement with statement on a 5 point Likert Scale, where 1 (Strong Disagreement) and 5 (Strong Agreement) Focus Group Generated List of Adjectives Used to Describe Fresh Mushrooms Grown on Different Tree Species Frequency of Purchase by Consumers of Fresh and Dried Mushroom Seasonality of Mushroom Purchase *Many consumer indicated that there was no seasonal preference