Market Minute: Mushrooms ready for summer promotion
By
Ron Pelger
Market Minute: Mushrooms ready for summer promotion
Kick off the summer grilling season by merchandising fresh mushrooms in June.
Increase the produce department display space and promote mushrooms in weekly advertising flyers to boost your mushroom category sales. Be aggressive by setting up a secondary display through June to support the Mushroom Council’s new It’s not Magic. It’s Mushrooms campaign.
The outdoor grill is a great peak time to roast mushrooms. The favorite summer variety is the meaty Portabellas. Customer demand is high on Portabella mushrooms throughout the summer months. Portabellas are perfect alongside Bell peppers, onions, tomatoes and zucchini squash for skewers. There is a good supply of those veggies available now.
Excellent quality mushrooms will be in steady supply for promotions. So, increase space allocation of the popular white whole and sliced mushrooms as well as Portabellas. Build around those with all other varieties which have grown in popularity with consumers over the past recent years.
“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," said Cristie Mather, vice president of the Mushroom Council. "The Mushroom Marketer’s Toolkit is a turnkey resource that helps retail teams connect the campaign to the product on the shelf to drive mushroom sales and shopper engagement. "
For summer promotional resources, signage and data information, visit the mushroomcouncil.org website for the Retailer Toolkit.
Confer with your mushroom supplier for varieties, quantities and to plan advertising promotions.
What do you think? Email 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 freelance writer for the produce industry supporting growers, shippers and retailers. He can be contacted at 775/843-2394.