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MINNEAPOLIS - On the heels of a two-year licensing deal with The Mushroom Council and Best Life Corp., Modern Farms based here is now featuring the Best Life logo on its top selling mushrooms.
Best Life is the new consumer movement inspired by Greene's book "The Best Life Diet," the fifth book for fitness expert and Best Life Corp. founder Bob Greene, one of the nation's most visible fitness and nutrition experts, and Oprah's personal trainer.
The San Jose, Calif.-based Mushroom Council's licensing agreement with Best Life Corp. affords mushroom growers to use Best Life marks, as well as a "Mushroom Barley Risotto" recipe created by Greene, on packages of fresh mushrooms for two years, from Jan. 1, 2007, through Dec. 31, 2008.
While Greene is best known for his role as Oprah's personal trainer and his frequent appearances on her show, his latest book is currently ranked No. 1 on the New York Times Hardcover Advice list.
To take advantage of the brand synergy Best Life offers, Modern Farms has elected to include packaging callouts and recipes, on both the Green Giant Fresh and Modern Farms labels.
Modern Farms and Green Giant Fresh Mushrooms started featuring the logo on their top selling white and brown mushrooms in late January and will add consumer promotions throughout the coming months.