Mushroom Council debuts Mushroom Marketer’s Toolkit
Mushroom Council debuts Mushroom Marketer’s Toolkit
The Mushroom Council has unveiled the Mushroom Marketer’s Toolkit, a collection of resources designed to help grocery retailers boost mushroom sales and shopper engagement.
The toolkit, announced Feb. 24 from Lee’s Summit, MO, provides merchandising guidance, creative assets and in-store materials. The goal is to increase sales and repeat purchases, particularly among millennial and Gen Z shoppers.
The toolkit includes shopper insights, point-of-sale signage for each mushroom variety, best practices for merchandising and handling, and downloadable assets from the council’s “It’s Not Magic. It’s Mushrooms.” campaign. Those assets include recipe videos, social media posts and links to influencer content.
The broader “It’s Not Magic” campaign features actors and content creators promoting mushrooms across streaming TV, streaming music, podcasts and social media. The campaign aims to position mushrooms as a convenient meal option and drive younger shoppers into stores with mushrooms on their lists. The new toolkit is meant to help retailers turn that interest into sales.
“We created the Mushroom Marketer’s Toolkit to give retailers practical, turnkey resources that make it easier to help grow mushroom sales at the store level,” said Cristie Mather, vice president of marketing for the council. “By aligning with the ‘It’s Not Magic. It’s Mushrooms.’ platform, this Toolkit assists produce teams in converting millennial and Gen Z shopper interest into real purchase behavior through compelling merchandising, ready-to-use creative assets, and frontline training.”
The toolkit is available online and will be updated as the campaign continues.