In the Trenches: The magic of summer mushroom merchandising
In the Trenches: The magic of summer mushroom merchandising
Back in the 1950s, mushroom displays in the produce department consisted of only one or two rows of white mushrooms in a thick paper container. The choice for consumers in those days was one size will have to suit all, but the mushroom future changed when organizations emerged for the purpose of educating consumers and promoting mushrooms.
In January of 1955, the American Mushroom Institute was formed as a non-profit organization to help promote fresh mushrooms. Then in 1985, the National Mushroom Growers’ Association came into fruition for the purpose of expanding the promotion on a national level. Afterward, the Mushroom Promotion and Consumer Information Act was passed by Congress, which led to the establishment of the Mushroom Council in 1993.
Thanks to the efforts of dedicated industry organizations mushrooms have come a long way, evolving from a single-variety presence on retail shelves to the robust, diverse category shoppers find today.
Much of this remarkable growth can be attributed to consumer education. As awareness of mushrooms’ significant health benefits and nutritional value has spread, more people have embraced them as a staple in their everyday diets.
The momentum shows no signs of slowing. Today, mushrooms enjoy surging demand across retail, restaurants and the broader culinary world with food lovers, chefs and home cooks alike driving the industry to new heights.
Aggressive marketing and merchandising have raised the mushroom category to new heights, and the Mushroom Council’s marketing program can help retailers promote a world of mushrooms in every produce department this summer.
Cristie Mather, vice president of the Mushroom Council, said, “this year, the Mushroom Council is embarking upon its largest consumer marketing effort to date with the star-powered It’s Not Magic. It’s Mushrooms. campaign. The Mushroom Marketer’s Toolkit is a turnkey resource that helps retail personnel — from HQ to in-store teams — connect the campaign to the product on the shelf to drive mushroom sales and shopper engagement.
“Retailers that activate the Mushroom Marketer’s Toolkit this summer receive ready-to-deploy POS and creative assets, clear merchandising guidance and turnkey tools that help drive more trial and sales lift at the shelf,” Mather continued. “The toolkit is constantly being updated with timely seasonal content, making it easy to keep mushroom marketing efforts relevant, timely, on-trend and aligned with the Mushroom Council’s campaign activities in market. In June, retailers can take advantage of our new National Mushroom Month materials that kick off mushroom grilling season, setting the stage for sunny mushroom sales all summer long.”
This impressive program should be evidence to reassess and expand current mushroom sections in the produce departments. Fast growing consumer demand for mushrooms will continue on an upward scale. Current four-foot sections will be insufficient to satisfy that demand. With all the additional specialized varieties and innovated packaging choices, supermarket mushroom sections today are increasing up to 12 feet wide.
Here is a simple guideline to help expand your mushroom section:
- Reevaluate current display sections at the store level
- Review and analyze each item on category management reports
- Give precedence to the fastest selling mushrooms by expanding its space
- Incorporate other varieties around your basic high-volume sellers
- Place dried, jarred and miscellaneous mushroom items above the main display
- Fasten a plastic holding unit on the sign track and fill it with recipes
- Advertise and promote a different mushroom every week to build sales growth
Develop your mushroom display into a classy signature section to excite and draw customers to it. Use your creativity along with professional workmanship. Place packages neatly keeping them uniform with all labels facing the customer.
Remember also, that many of the popular television cooking shows are highlighting mushrooms. Consumers watching those programs will be in your stores heading for the mushroom section. Be ready for them.
“While the toolkit has proven to be a valuable self-service resource, retailers should know that the Mushroom Council is at the ready to customize assets and programs,” Mather said. “The toolkit has sparked some creative thinking among retailers, and we are eager to partner with folks who want to take their mushroom sales to the next level. In short, retailers can expect to find not only ready-to-use insights and tools, but real inspiration that makes a difference in driving sales.”
Browse the mushroomcouncil.org website for some outstanding information on mushrooms and various programs.
What do you think? Write to me at [email protected]
Ron Pelger is a former director of produce merchandising and procurement for a major supermarket retail chain. He is currently a free-lance writer for the produce industry supporting growers, shippers, and retailers. He can be contacted at 775-843-2394.
