A mushroom promotion campaign will be launched in Europe in January, thanks to a collaboration between mushroom-growers’ organisations in 9 countries. The 3-year programme, which will run from January 2023 to the end of 2025, will involve the mushroom industries of the main European mushroom-producing countries of Belgium, France, Germany, Hungary, Ireland, Italy, Poland, Spain and the Netherlands.
The European Union support programme was initiated by Ireland and coordinated by the European Mushroom Growers’ Group (GEPC). This campaign, with a budget of €5 million, was eventually supported by the EU to the tune of €4 million, with the remaining €1 million (20%) being funded by the mushroom industry (mainly spawn producers and composting plants).
One of the main objectives of the campaign is to promote mushroom consumption and to raise awareness of mushrooms among consumers. Increasing the average annual consumption of mushrooms in the European Union to around 3 kg was also an important aspect in the design of the project. This amount can vary greatly from country to country: in Ireland or the UK 4-5 kg of mushrooms are consumed per person per year, while in Hungary, for example, only 1.5 kg of mushrooms are consumed.
In addition to the nutritional benefits of mushrooms, the promotion campaign will inform consumers about the health benefits, the environmental importance of mushroom cultivation and its role in the circular economy.
Attracting young people
The main target group for the promotion campaign is the young adult generation, aged 25 to 40, who are mostly aware of the health risks of poor diet and are receptive to new, trendy, healthy and sustainable foods. For this generation, healthy and varied food is often no longer the keyword, but sustainability aspects are also a key issue. Mushrooms fit perfectly into the modern food trends of the 21st century, as their production is environmentally friendly, locally available and of course healthy. With these qualities, it is expected that the target group can be successfully encouraged to continue to consume.
Persuasion online
In line with the media consumption habits of the target group, marketing messages will be primarily delivered online. A central information website will be created for the mushroom promotion campaign and promotional messages will be communicated through advertisements and promotional campaigns on the most popular social media platforms.
We will keep you updated with details of the mushroom promotion campaign and events on the website, on our Facebook page and in our group!
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