To promote the European mushroom across the continent, especially among millennials, the GEPC (European Mushroom Growers’ Association) has launched a new EU co-funded European mushroom campaign with the slogan “European mushroom, the hidden gem”. The €5 million promotion campaign is expected to generate an increase of €28 million over three years.
The mushroom promotion website is at europeanmushrooms.eu. Social media platforms include the European Mushrooms Facebook page and the europeanmushrooms Instagram page.
Campaign in 9 countries simultaneously
GEPC Promo is launching the mushroom promotion campaign in 9 European countries. Belgium, France, Germany, Hungary, Ireland, Italy, the Netherlands, Poland, Spain and the Netherlands. The aim is to make consumers more aware of the many benefits of European mushrooms for a healthy and balanced diet. The main message of the campaign: Affordable, accessible, diverse, rich, easy to prepare, sustainable. European mushrooms have it all, perfect for every day!
The aim of the three-year campaign will be to raise awareness of the health benefits and sustainability of fresh mushrooms grown in Europe. Aim is to boost the consumption and sales of champignon, oyster mushroom and other exotic mushrooms. This campaign is aimed primarily at young people aged between 29 and 41 who own their own homes and who place a high priority on healthy eating.
GEPC Promo
The campaign was initiated by the GEPC, founded in 1980 by representatives of France, Germany and the Netherlands. Since then, many countries have joined the association, which is involved in awareness-raising, collecting and processing sectoral data.
A sub-group of GEPC, GEPC Promo, has been set up specifically for this purpose and pursues two strategies. On the one hand, an awareness campaign is being launched in the 9 target countries to improve the knowledge and positive image of mushrooms. And of course, to increase consumption. On the other hand, in four main consumption markets, France, Germany, Italy and Spain, they are aiming to increase sales of mushrooms through an economically focused strategy.
The campaign will be multi-faceted, with a promotional website and social media campaigns. They will work with influencers to strengthen their social media presence. And also will organise knowledge-building events in partnership with professional organisations and media. Various videos and other digital tools will be created to promote mushrooms on the web.
A dynamic sector
The European mushroom sector has an annual turnover of more than €1.5 billion. “A high degree of self-sufficiency characterises this dynamic market, which is particularly responsive to new trends in responsible consumption, promotes local employment, avoids food shortages and offers good and cheap food products.”
Poland and the Netherlands (over 50% of total European production) are the largest European mushroom producers, closely followed by Spain. The white button mushroom (Agaricus bisporus) is the most widely cultivated species, with 1 063 700 tonnes in 2020, 64% of which is destined for the fresh market and 36% for the processing industry. “Mushroom production requires significant investment, but these figures have remained relatively stable in recent years. With some 2,900 producers in Europe, the sector is also very important in terms of employment, providing more than 40,000 direct jobs, especially in rural areas. It is interesting to note that 70% of fresh mushrooms are sold mainly in hypermarkets and supermarkets. The remaining 30% goes to the catering industry. In recent years, the purchase price for retailers and the catering industry has remained very stable at around €3 per kilogram. Even better, the whole chain of mushrooms grown is an example of sustainability from start to finish. This is also reflected in the production methods.”
Quality, origin, sustainability – the three main demands
“In the Netherlands and Belgium, consumers are more concerned than ever about the quality, origin and sustainability of food. A third of them want to consume as little meat as possible. And 70% want to drastically reduce their meat consumption. Mushrooms are the ideal product to meet the changing needs of today’s consumers. On the one hand, they belong to the group of fresh vegetables and fruits recommended by health professionals. On the other hand, European mushrooms are affordable and can be included in any diet all year round. Finally, they are grown sustainably and locally with limited water use. However, mushrooms are first and foremost a pleasure to eat. They are high-quality culinary products with a distinctive earthy and meaty flavour. From champignon to portobellos and shiitakes, European mushrooms are fantastic ingredients that take any dish to the next level.”
The European Mushroom Campaign ‘European Mushrooms, the Hidden Gem‘ aims to remind those born at the turn of the millennium that mushrooms are the perfect answer to the diverse and often demanding needs of today’s consumers.
Source: MAGOTE, Der Champignon
