The new mushroom campaign from VLAM, Flanders' Agricultural Marketing Board, is looking to demonstrate that the vegetable is both healthy and tasty, but above all quick and easy to prepare.
Dubbed 'Mushrooms, the vegetable that can do everything', the campaign includes a website packed full of product information and recipe ideas for each season.
Starting in mid-November, the campaign will also feature tasting sessions in Colruyt, Carrefour, Makro and Delhaize stores in Belgium.
VLAM will reportedly be providing a stand, chef's hats and aprons, as well as recipe folers to encourage consumers to experiment.
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