The Mushroom Bureau is stepping up its summer PR campaign, with the production of a consumer healthy eating booklet.
The booklet, entitled ‘Mushrooms - The Magic Ingredient for Summer’, is part of a wider PR campaign which targets younger consumers and educates them on the taste, health and versatility of cultivated mushrooms.
The 20 page booklet, which is being offered free to consumers who call a telephone hotline, features mushroom recipes, summer health advice, weight loss tips and a healthy eating plan. It is being promoted via a consumer campaign, and is also being distributed at key consumer health exhibitions.
The booklet contains picnic and barbecue recipes, plus ideas for healthy snacks and lunchboxes, easy summer entertaining as well as nutritious meals for families.
It hopes to educate consumers on the health credentials of mushrooms and their ‘superfood’, status and to show how mushrooms can be incorporated into a healthy lifestyle.
Other initiatives planned for this year include the re-launch of the Mushroom Bureau website, an intensive media relations campaign, celebrity endorsement and some new mushroom recipes.
