Expand your grocery budget, add more nutrients, eat more sustainably: whatever challenge you’re trying to solve in the kitchen, “Mushrooms are the answer.”
This September, the Mushroom Council will dedicate National Mushroom Month and Beyond to showcasing the myriad ways mushrooms are increasingly a solution to many of the problems, wants and needs of consumers when planning their grocery shopping. weekly groceries.
Under the banner ‘Mushrooms are the answer’, the Mushroom Council’s multimedia campaign will feature:
- A digital hub positioning mushrooms as a pantry essential with recipes, usage tips, nutritional information and sustainability facts
- Exclusive promotions sent to mushroom enthusiasts, including promotional giveaways, shopping lists and digital assets to inspire mushroom purchases
- Digital and social media ads stating “Mushrooms are the answer”, driving users back to the site
- Collaborations with dietitians to present mushroom solutions to local media
- National mainstream media outreach
- Collaborations with food and social media influencers creating Instagram reels and additional content illustrating how mushrooms can boost the grocery store budget. Partners include:
- @limelightpix: grilled cheese with mushrooms for the whole family
- @tinatakeslunch: Mushroom pasta for kids bento box
- @cheerfulchoices: morning to night: how to use caramelized mushrooms any time of the day
- @tativevegancooking: Easy Dinner Mushroom Stroganoff
- @natteats: weekday chicken and mushroom pie
- @beingecomomical: Back-to-school mushroom and shrimp pasta dinner
Why mushrooms are the answer in times of rising food prices
Of the challenges the Mushroom Council campaign addresses, the most timely is how mushrooms are the answer to rising food prices.
“Our intent with ‘Mushrooms Are The Answer’ is to show how mushrooms can help consumers extend meat and other ingredients, and keep their favorite dishes on the menu in these times of inflation,” Bart said. Minor, president and CEO of the Mushroom Council. “Mushrooms are a great addition to any meal, whether mixing in with meat to make more burgers with this week’s ground beef purchase, fattening up a breakfast omelet, or maximizing a comfort food like beef stroganoff.”
Ann-Marie Roerink, director of 210 Analytics, notes that rising food prices are a top concern for consumers in the grocery aisle, reaching its most prevalent level yet with 93% of all food shoppers. grocery store according to IRI Worldwide.
“That’s where mushrooms come in,” she said. “In addition to being nutritious, delicious and sustainable, consumers are also using mushrooms to stretch their meat budgets. Meat inflation started before other categories due to COVID-related issues at meat processing plants. meat, and prices have increased for three consecutive years. Mushrooms, on the other hand, have seen price increases, but inflation has been lower than that of vegetables as a whole.”
Roerink notes that many retailers also feature mushrooms as a meal supplement. Some have even added mushroom displays right into the meat crate.
“Having made more than 30 store visits in the United States and the Netherlands in recent weeks, I have found numerous examples of retailers selling mushrooms in the meat department, both in the case of self-service and of the full-service counter,” she said. “Some were stuffed with meat, but others were vegetarian offerings. Similarly, we see consumers buying mix-and-match skewers with meat and vegetables during grilling season.
“Importantly, this is not just a way to stretch the meat dollar, but also a way to create an even better tasting product,” Roerink concluded. “So mushrooms promoted with meat offer a win-win for both categories.”
About the Mushroom Council:
The Mushroom Council is made up of fresh market growers and importers who produce an average of over 500,000 pounds of produced or imported mushrooms each year. The Mushroom Scheme is authorized by the Mushroom Promotion, Research and Consumer Information Act 1990 and is administered by the Mushroom Council under the supervision of the Agricultural Marketing Service. Research and promotion programs help expand, maintain, and develop markets for individual agricultural products in the United States and abroad. These industry self-help programs are requested and funded by the industry groups they serve. For more information, visit champignoncouncil.com