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“There is increasing consumer interest in specialty mushrooms, sometimes overlooked by produce departments
that often focus on the more familiar button mushrooms.” — Justin Reyes, Gourmet Mushrooms, Inc.
tered in Lakeland, FL. “But the conventional white mushroom is still the most popular, espe- cially when sold as sliced because there is less preparation. These are great for salads. Whole mushrooms, on the other hand, are great in stir fry, mixed veggie bowls and kabobs.”
However, produce departments that expand mushroom choices beyond the typical button variety can enjoy an uptick in sales. Specialty varieties that are becoming more mainstream include Shiitake, Maitake and Oyster mush- rooms. “You’re also seeing a wide range of foraged mushrooms popping up on a seasonal basis, such as Chanterelles, Porcinis and Morels,” says Peter Wilder, marketing director at To-Jo Mushrooms of Avondale, PA.
Monterey Mushrooms carries many vari- eties, but it finds the highest percentage of its business comes from Agaricus bisorus, that is, white mushrooms, Baby Bellas and Porta-
bellas. “But we also sell exotics, such as Oyster, Shiitake, King Trumpet, Maitake, White and Brown Beech, and Enoki,” says O’Brien. “And while true wild mushrooms are scarce and expensive, several farmed wild mushroom varieties – such as Oyster, Maitakes, Enokies and Shiitakes, and a number of mushrooms that have been given proprietary trademarked names – are reasonably priced and offer a wide range of tastes and textures.”
“True wild mushrooms can raise concerns among consumers because of the perception of some being poisonous,” says Justin Reyes, head of sales and marketing at Gourmet Mushrooms, Inc., located in Scottsville, MI. “But there is increasing consumer interest in specialty mushrooms, sometimes overlooked by produce departments that often focus on the more familiar button mushrooms. If produce departments expand mushroom
offerings, they will find their customers are receptive and ready to buy.”
ATTRACTIVE DISPLAYS
This starts with making sure mushrooms are given adequate shelf space. Since organics and specialty mushrooms are growing in popularity, produce departments need to provide room for those. Singular displays or ones that offer cross-merchandising ideas can also boost sales.
“The best ways to attract mushroom purchasers is to use attractive displays with clear labeling and pricing and that feature ongoing promotional activity with a focus on
34 / APRIL 2018 / PRODUCE BUSINESS