The Mushroom Bureau has launched a consumer healthy eating booklet - ‘Mushrooms - The Magic Ingredient for summer’ as part of a wider PR campaign targeting younger consumers.
In the hope that it will boost mushroom sales this summer, the 20-page booklet is being offered free to consumers who call a telephone hotline number.
Aiming to educate a younger customer on the taste, health and versatility of cultivated mushroom, the literature comprises general healthy eating advice, weight loss tips, suggestions on how to boost your energy levels and mushroom recipes. The new literature also provides information on the health credentials of mushrooms and their superfood status.
Andrew Middlebrook, chairman of the Mushroom Bureau, said: “We are very excited about this new booklet, as it takes the taste, health and versatility messages to a wider, younger audience. We are particularly looking to boost sales over the summer period as mushrooms are the perfect ingredient for summer barbecues, salads and quick and easy entertaining. We are hopeful that this activity and other marketing initiatives will see sales of mushrooms increase.”
Controversially, this follows Tesco being scrutinised after labelling its fresh mushroom packs with stickers saying “magic in pasta” last week. The association of the words has been since been widely condemned by drug support charities and consumers with calls for the labels to be withdrawn. Whilst the younger generation may appear to relate to the references, there is a large group of people and organisations that do not.
