The challenge presented by Marina Mushrooms, the leading mushroom grower in Israel, was to increase the popularity of mushrooms among Israeli consumers. On average, Israelis consume significantly less mushrooms compared to Europeans and tend to view them as a less desirable vegetable option. Our goal was to reposition mushrooms as a prominent and desirable ingredient, worthy of a central role in salads, omelets, and pastries. To achieve this, we sought to create a strong and conspicuous presence for Marina mushrooms in the crowded and unbranded vegetable aisle of supermarkets. Through our efforts, Marina mushrooms have become a celebrated presence on store shelves, earning the title of "queen of mushrooms."