Heveco mushrooms, the Sussex-based mushroom grower, has added its own brand of support to the sector’s recently announced generic campaign to promote mushrooms as a superfood.
It has created a new livery for its five, 14-metre refrigerated lorries, which colourfully spells out the message: “The Magic Mushroom…Mushrooms are one of the highest antioxidant vegetables in the world, in the same league as spinach.”
The vehicles also carry the Heveco website for potential new customers. The fleet is on the road seven days a week, and in a year delivers over 9,000 tonnes of daily picked closed- cup and button mushrooms to retail and foodservice customers.
“We made the decision to advertise on our lorries as they are commercially the best route, which we estimate gives 7.5 million opportunities to view each month,” said Denise Stock, UK sales and marketing manager. “It will both strengthen our own identity, and at the same time reflect our support for the wider industry initiative to increase consumption.”
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