‘More to Mushrooms’ Campaign Boosting Sales in the UK

The 3 year More to Mushrooms Mushroom promotion is ongoing in the UK market, and recent market figures show that it has led to strong growth in the retail mushroom market. The campaign, cofounded by the EU and the mushroom industries in the UK and Ireland, uses magazine and online advertising, as well as PR and education to target female shoppers in the under 45 age group.

Figures show very strong growth in the mushroom market, with an increase in retail sales of 12,500 tonnes from the start of the campaign, to the end of December 2012, which are worth some £33 million. Awareness that mushrooms included as one of your '5 a day' remains at around 80%.

When these figures are extrapolated to include the food service sector, the increase in volume of consumption rises to over 18 800 tonnes. The campaign is therefore ahead of schedule to meet one of the major objectives, to increase sales by 23,000 tonnes over the life of the campaign.

Further success of the campaign is highlighted by the increase in sales among the most important target group, the under 45's. While the overall target for this group is for 1.25% growth per annum, the year ending October 2012 showed a growth rate of 8%.

Irish companies export mushrooms worth over € 120 million to the UK market every year.

Source: Bord Bia - 'More to Mushrooms' Campaign Boosting Sales in the UK