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n CREATIVE MERCHANDISING: GETTING THE MOST OUT OF YOUR MUSHROOMS
Customer awareness about mushrooms, suggested uses for the many varieties and proper storage once purchased are all key if produce departments want to cash in on this lucrative product. An easy way to push mushroom sales is by
cross merchandising with other products in
the store.
“At Giant Eagle, we recognize an
increased interest in mushrooms among
customers who are seeking ingredient
substitutions to include in their meals,” says
Jannah Jablonowski, spokesperson for the
retail chain headquartered in Pittsburgh.
“We look to introduce customers to different
mushroom varieties utilizing cross merchandising opportunities throughout the store, especially in our meat departments.”
One reason why meat departments are a great area to display mushrooms is because of the growing popularity of “blending,” which is combining mushrooms in meat meals as a filler. “The Blend concept was born out of a partnership between the Mushroom Council, UC-Davis researchers, and Culinary Institute of America chefs who studied the flavor-enhancing properties of mushrooms, and the appeal of blending mushrooms with ground meat,” explains Mike O’Brien vice president of sales and marketing for Monterey Mushrooms in Watsonville, CA.
“Mushrooms’ blendability to ground meats makes those meats lower in fat and salt and makes for a juicier burger,” says Justin Reyes, head of sales and marketing at Gourmet Mushrooms Inc. in Scottsville, MI. “Also locate mushrooms by the deli and prepared foods sections. Mushrooms do require some refrigera- tion, however, which can limit where they are placed.”
For vegetarian customers it is important to present mushrooms as a meat alternative or substitute. And thanks to their versatility, they can be added to just about any dish, from tofu hamburgers to gravy to pasta. “There are four primary tastes: salty, sweet, bitter and sour, making mushrooms extremely recipe-friendly and versatile,” says O’Brien. “But there’s another one you may not know as well called Umami that’s actually the fifth basic taste. Because Umami’s flavor is so robust, it allows you to use less salt when cooking, playing into the consumer’s quest for healthier meals.” Monterey taps into the blend trend via a product called “Let’s Blend,” which is finely diced mushrooms that are ready to blend into ground beef. “Let’s Blend” comes in three flavors:
Classic, Mexican and Italian.
“Also, promote them as an ingredient in soup and be sure to
highlight if they are locally grown, which is a growing popular concern,” says Reyes.
Recipe cards and education materials can also help to promote mushroom sales, both in the produce department and in other areas of the store. Both are great ways to get the attention of new consumers who otherwise might not consider adding mushrooms to their grocery baskets. Demonstrations that offer customer prep or cooking ideas, such as grilled, sautéed or baked and that pair mush-
rooms with pasta, rice, pizza, meat, poultry and fish can also spark consumer interest.
“We work closely with our partners on a strategically sched- uled promotional calendar that can increase sales during certain times of the year,” says Peter Wilder, marketing director for To-Jo Mushrooms, Avondale, PA. “But conducting in-store recipe demos and providing recipe cards by mushroom displays can also generate interest and educate consumers on new pack sizes, vari- eties or cooking techniques. And one of the missed opportunities many retailers can take advantage of is utilizing a secondary or end cap display, in addition to the standard 4-to-6 foot plano- gram. This allows for additional impressions and opportunities for cross merchandising with other value-added or fresh-cut vege- tables,” he adds. Larger packaging also can boost mushroom consumption and sales, especially when that packaging comes with cooking instructions or recipe ideas.
The bagged salad section is another opportunity to cross-mer- chandise. “When paired with bagged salad, we find mushrooms fly off the shelf. Sales increases also occur when new customers are made aware of the varieties and uses of the mushrooms, whether it’s in a salad or as part of a recipe,” says Maria Brous, director of media and community relations for Publix in Lakeland, FL. “In addition, sales lift may occur during an in-store demonstration.”
Jane Rhyno, director of sales and marketing at Highline Mush- rooms in Leamington, ON, agrees. “Retailers can increase sales by capitalizing on mushrooms’ cooking versatility and health attributes, and by appealing to consumers that enjoy trying new dishes, or those who follow vegan, vegetarian, low-carb or weight management diets.”
their various nutritional benefits and versa- tility,” says Jane Rhyno, director of sales and marketing at Highline Mushrooms, located in Leamington, ON.
Mushrooms also provide a low-fat alter- native to other more fattening foods, such as meat or starchy vegetables. “For consumers looking to keep off the pounds, adding mush- rooms to your diet could help,” says O’Brien. “Since mushrooms are considered a low-en- ergy-density food, consumers can get fewer
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calories in larger food portions. Not only are they low in sodium, but you also can add them to just about any dish, from hamburgers to pasta, thanks to their four primary tastes: salty, sweet, bitter and sour. Produce depart- ments should, therefore, play up the mush- room’s unique qualities.”
SPECIALTIES AND ORGANICS
The largest area of increase in consumer purchases of mushrooms can be found in the
specialty and organic categories. The organic category’s growth is because of increased customer awareness and desire for pesti- cide-free growing practices, but interest in specialty mushrooms is also growing because of both a growing curiosity and sophistication about foods beyond mainstream recipes and a demand for variety in tastes.
“Organic mushrooms are increasingly in demand,” says Maria Brous, director of media and community relations for Publix, headquar-