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Mushroom Promotion in the UK

Date: 28/06/2022

Bord Bia has been working with CMP, Monaghan Mushrooms, Walsh Mushrooms and producer organizations in the UK to deliver a mushroom promotion in the UK, to boost mushroom sales in this important market for Irish mushrooms. The Irish mushroom industry relies on the UK export market for 85% of its sales. Annually, 60,000 tonnes of mushrooms are exported to the UK worth approximately €151 million in 2021.

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Minister for Agriculture, Food and the Marine, Charlie McConalogue, and Minister of State for Land Use and Biodiversity with special responsibility for horticulture, Senator Pippa Hackett, secured €210,000 of funding from the Brexit Adjustment Reserve (BAR) fund to support the Irish mushroom sector

This BAR funding of €210,000 supports a sectoral promotional campaign that seeks to ensure that UK consumers are dynamically reminded of the nutritional and taste benefits of cooking with mushrooms. This exciting campaign of TV ads (June), social media activity (July-December) and outdoor activity (October) is designed to increase consumption of Irish mushrooms in the UK this summer/autumn.