Page 51 - index

n THE BLEND IS THE ANSWER
If the question is what can be done to take consumer interest in mushrooms to even higher levels, The Blend is the answer.
“The National Mushroom Council is doing a good job of letting people know the benefits of mushrooms,” says Kevin Donovan, national sales manager at Phil- lips Mushroom Farms, Kennett Square, PA. “The Blend project they are on is definitely going to increase sales for the future.”
This campaign aims to build on in- terest in mushrooms as a healthy ingre- dient by showing consumers new ways to use them as a partial alternative to animal-based foods.
“The Blend makes burgers better, and it’s a concept, like riced cauliflower, that is transforming plant-forward inclusion in all meals,” the Mushroom Council of Redwood Shores, CA., told this maga- zine. “We’re seeing this trend take hold in schools and universities, hundreds of restaurants in partnership with New York City-based James Beard Foundation and in an LTO this past spring at Sonic Drive- In with its slinger blended burgers. We’re now seeing it take hold at retail. It’s an on-trend usage idea retailers can share with customers, whether in-store, online, on social media or even via geo-target- ed, search-engine marketing.”
Of particular interest to many con- sumers are recipes that include mush- rooms blended with meat in order to produce healthier alternatives.
“The Blend initiative is keeping mush- rooms top of mind,” says Mike O’Brien, vice president of sales and marketing at Monterey Mushrooms, Watsonville, CA. “This effort communicates to consumers about how blending fresh mushrooms
PHOTO COURTESY OF MUSHROOM COUNCIL
with ground meat (beef, pork, or poul- try) can enhance flavor, and substantially reduce fat, sodium and calories. It has a fast growing following across the coun- try in school lunch programs and in col- leges. Blendability is one of the trends being offered at restaurants. That is the blending of finely chopped mushrooms into recipes that call for ground meat to reduce calorie/sodium/fat content and add an extra serving of vegetables to the plate.”
This campaign aims to capitalize on consumer interest in foods with less fat and cholesterol that still offer delicious flavor.
“We think consumers already are thinking about mushrooms,” according to the Mushroom Council. “One of the main reasons: The Blend, the culinary concept featuring chefs and home cooks blending finely chopped mushrooms with ground meat. Consumers are looking to eat ‘bet- ter,’ and indeed that might be more plant forward, lower calorie applications. Still, they want to eat what they love. The Blend is the answer.” pb
is helpful to have staff that knows about the specialties.
Because of mushrooms’ versatility, the Mushroom Council encourages retailers to educate produce department team members on mushrooms.
If a complex program is put in place, it is preferable to have at least one person on the floor who can satisfy consumer appetite for information about mushrooms.
“Information is important, so hopefully you have one person on the team who is pas- sionate about mushrooms,” says Reyes.
A HEALTHY OPTION
Even consumers who have no desire to join the connoisseurs can be attracted to the health and convenience of mushrooms.
“People are changing their diets for health reasons,” says O’Brien. “That’s where mush- rooms come in. Flavor. Mushrooms happen to be one of those lucky foods that take on a broth-like or meaty flavor. The taste also comes in handy for preparing healthy dish- es. If you’re looking to keep off the pounds, adding mushrooms to your diet could help. Since mushrooms are considered a low-en- ergy-density food, you’ll get fewer calories in larger food portions.”
One way to promote mushroom sales is to offer recipes, either in the store or on the web- site. “Featuring recipes on the retailer’s website is an easy way to support shoppers thinking about application and usage of fresh mush- rooms,” says Leone. “Giorgio’s website provides new ideas, with plenty of mushroom recipes.”
Mushrooms fit well with the growing megatrend of wanting to eat more nutritious food as part of a healthy lifestyle.
“Increased awareness of the health benefits is really driving increased sales,” says Reyes. “The concept of food as medicine is really spreading across the country.”
There is room to increase merchandising mushrooms as a healthy alternative, especially to younger consumers.
“Many retailers are already promoting the health attributes of fresh mushrooms while seeking more opportunities in rein- forcing the message,” says Leone. “Con- sumers have been focusing on healthy al- ternatives for several years, and Millennials are becoming more prominent in emerging trends. They’ve become diligent in healthy food choices and meal solutions, leverag- ing health benefits and nutritionals. Grow- er-shippers and retailers need to bolster ef- forts in emphasizing the message of ‘good health’ within the category.”
It is also convenient to add mushrooms as an interesting ingredient in many popular dishes.
“Along with health, convenience is critical when shopping for mushrooms,” says Leone. “Value-added varieties offer the perfect accent with ease of preparation. Recipes and applica- tion ideas online and on social media definite- ly enhance the program.”
There are many opportunities to merchan- dise mushrooms as ingredients in dishes that
are both convenient and nutritious.
“We all know the consumer is pressed for time and is looking for solutions to save time,” says O’Brien. “That’s why prepared kabobs and stuffed mushrooms have become very popular. People love mushrooms and they love to save time. This is a great opportunity for both the retailer and the supplier. Our pro- duce store teammates are our salespeople, and not just labor dollars. They can grow your sales by educating their valuable customers.” pb
PRODUCE BUSINESS / AUGUST 2018 / 51