In 2010 Bord Bia and the Mushroom Industry were successful in securing co funding from the EU of €1.3 million towards a €2.6 million campaign to promote mushrooms on the UK market over the period 2011 to 2013. Jointly funded by the EU and by Irish and UK mushroom producers, the ‘More to Mushrooms’ programme is being managed and co ordinated by Bord Bia with promotional activities having commenced at the start of 2011. Ongoing since January activities have included advertising in women’s magazines, digital advertising and the dissemination of a health leaflet to doctors surgeries giving health information and recipes on mushrooms.
The ‘More to Mushrooms’ Programme will focus primarily on consumers, specifically female shoppers in the 25-45 year old age group. Print and online advertising are the main focus for advertising. The aim is to broaden the role of mushrooms in the UK diet by surprising consumers about the nutritional benefits of mushrooms and reinforcing their taste and versatility credentials. Caterers and health professional will also be addressed, and a significant strand of public relations work will complete the programme.
The programme has a target of increasing consumption by 23,000 tonnes over the three years in the UK market. The UK is the most important market for Irish Mushrooms with over three quarters of total production exported to the UK annually.