In April 2009, an individual initiated a Facebook page dedicated to morel mushrooms, successfully growing its followers to 110,000. In October 2011, they ventured into e-commerce by launching an online store initially focused on selling a single product, a morel mushroom-scented candle. This business gradually attracted $10,000 in sales, largely during Father's Day and Christmas. By late February 2013, the product range expanded to include t-shirts, puzzles, keychains, and dropshipped fresh morel mushrooms. These new additions propelled sales to exceed $45,000 in the past 90 days. The morel mushroom season in the United States typically spans from April to June, though their Oregon-based dropshipper supplies fresh mushrooms until July or August. Prospective owners of the business should anticipate a seasonal dip in sales during summer, with an upswing expected as Christmas approaches through the end of the following May or June. They have invested in SEO strategies, achieving a #4 Google ranking for "buy morel mushrooms" and a #1 ranking for "sell morel mushrooms." The financials of the business note an oversight in accounting for the cost of goods sold (COGS) within their financial estimates. Monthly expenses, primarily processor fees, were estimated at $100, without a detailed breakdown of COGS. Product markups range between 45-65%, while fresh morel mushrooms generally see a markup of 35-45% depending on the season.