Opportunities in Marketing Mushroom Varieties
Interest in taste, texture and versatility of mushroom varieties - both common and specialty - are quickly rising, and the data proves it.
In the past 12 months, more than 30,000 curious individuals have visited the Mushroom Council website seeking out details about the many different varieties of mushrooms available at their local supermarkets. Some are searching for mainstream varieties, like white button, which make up 78% of the crop according to the USDA National Agricultural Statistics Service, while others come to learn about crimini and portabella, which together make up 20% of the crop. Others peruse details about specialty varieties that combined add up to the remaining 2% of the crop such as shiitake, oyster, maitake, trumpet, beech, and lion's mane.
At the same time, media also seek to educate their readers about the range of mushroom varieties found in produce departments nationwide. They look to answer common consumer questions about mushrooms in relation to one another, helping to distinguish flavor and texture profiles, recipe usage by variety, and nutrition facts unique to each mushroom.
September is National Mushroom Month and the Mushroom Council has developed resources and educational content that not only help differentiate varieties to consumers and influential media, but also help promote the versatility of fresh mushrooms for a broad range of applications. For many shoppers, specialty mushroom varieties are new and intriguing, which are exactly the qualities that trendsetting products possess. Promotion of the distinguishing features of each of the mushroom varieties helps to generate buzz and gives shoppers new reasons to explore the fresh fungi in their local produce departments.
Looking for mushroom videos, infographics, photography and nutrition fact sheets? Simply visit the new Mushroom Council resources page created for RDBA members which also includes a link to the “Mushroom Mania” EduTrac curriculum. For more additional information, visit MushroomCouncil.org.