REDWOOD CITY, CA - Finding their place on trend prediction lists from companies like Whole Foods Market and Fresh Thyme Markets, it’s no secret that mushrooms are continuing to experience growth as a category. As more consumers embrace their versatility, Mushroom Council® is fueling this momentum with a new multi-channel promotion: Mushroom Monday.

“Meals continue to be home-centric and consumers are tired of figuring out what’s for dinner,” said Anne-Marie Roerink, President of 210 Analytics. “Mushrooms have been trending for years and are now a key part not just of the culinary but the cultural zeitgeist. What a great initiative to help restaurants and grocers give shape to and seize this phenomenon with a year-round campaign that helps consumers solve the meal puzzle.”

The creative promotion will launch in March across multiple channels, featuring:

• Chefs and restaurants nationwide spotlighting their mushroom-centric dishes for Mushroom Monday
• Dietitians and health influencers encouraging using fresh mushrooms each Monday for a healthy start to the work week
• Grocery stores offering specials and inspiration to help shoppers make more mindful meal choices
• Home cooks centering their Monday night meal planning on mushrooms

To promote Mushroom Monday, the Mushroom Council will focus heavily on foodservice, a press release explained; restaurants will be encouraged to participate by sharing their featured mushroom menu item(s) on the Mushroom Council’s website. Once added, operators will be able to access the Mushroom Council’s foodservice operator program kit, which includes:

• Mushroom Monday logo artwork for use on operator menus, ads/promotions, social posts, etc.
• Point-of-sale signage
• Press release templates for self-promotion

“The best part? Chefs don’t have to create a new dish, and retailers don’t have to dramatically change their offerings to be a part of Mushroom Monday,” Roerink added. “They just need to amplify what they already are offering under the all-new Mushroom Monday banner. Spanning across the produce, meat, deli, frozen, and grocery aisles, the opportunities to merchandise against Mushroom Monday are as versatile as the product itself.”

Concurrent with the foodservice activities, the organization will also be promoting Mushroom Monday for retailers and their shoppers.

To read more about this category-driving strategy, click here.

Stay tuned as we continue to bring you more fresh produce updates!