This study analyzed the market potential for locally grown shiitake mushrooms at the retail level in North Alabama. The data for this study were taken from a survey administered to produce managers of 79 retail stores in the region. Of the 79 stores in the sample, only 32 sold shiitake mushrooms. Results revealed that shiitake mushrooms were the third most retailed mushroom in North Alabama. Furthermore, supermarkets and specialty stores were more likely to stock shiitake mushrooms than were grocery stores. Among the shiitake types, fresh shiitake mushrooms were the most common, followed by packaged and dried forms, respectively. When sourcing for shiitake mushrooms, quality, freshness, and price were the three most important factors considered by produce managers.