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Mix it up with Mushrooms from Europe

The application for more EU co-funded mushroom promotion in the UK , Ireland, and for the first time in Germany was made on the  3rd of June.  The three year “Mix it up with Mushrooms from Europe” campaign, worth €3.18 million  will take place over three years from 2021, with the spend split approximately 80% in the UK, and 10% each in Ireland and Germany. 

The strategy is to implement a three year ‘programme that broadens the role of mushrooms in UK, Irish and German diets by reinforcing the health benefits of mushrooms and increasing the understanding of  their versatility and quality credentials

Mushrooms are a source of B-Vitamins and minerals and contribute to the  recommended ‘5-a-day’ portions of fruit and vegetables in the UK and Germany, and the ‘7-a-day’ target in Ireland.

Consumers in the UK, Germany and Ireland are all trying to eat more healthily, and the interest is highest in younger consumers. It thus makes sense to lead with a health message

Mushrooms are extremely versatile and can accompany a broad spectrum of meals, ranging from favourite dishes In the UK, Ireland and Germany to exotic recipes from around the world.  For the increasing number of people who are cooking from scratch more frequently, mushrooms can be an exciting addition to their repertoire. 

A cornerstone of the new campaign will be promoting the concept of blending mushrooms and meat to make meals healthier, tastier and less expensive.