Monaghan Mushrooms is running a radio and PR campaign to boost mushroom consumption over the summer.
The activity is being led by celebrity chef Simon Rimmer, who works on BBC2 show Something for the Weekend. He has already featured in two webcasts showing consumers how to cook mushrooms properly and on radio as part of the promotion.
So far, there has been radio coverage on BBC Surrey & Sussex, Compass FM and Rutland Radio.
Monaghan is the largest fresh mushroom business in Europe and is working with its grower partner CMP on the consumer-facing campaign, which it hopes will drive sales by educating consumers on how to get the best taste and flavour from their mushrooms.
Stephen Allen, group marketing manager for Monaghan Mushrooms, said: “We’re really excited about the new campaign and giving mushrooms the positive press they deserve.
“Mushrooms are such a convenient and versatile food, we wanted to show how easy it is to get it right, guaranteeing delicious tasting mushrooms every time,” he added.
The mushroom category is worth some £356 million annually and has grown at three per cent in the last year.
Monaghan Mushrooms supplies 41 per cent of the category in the UK market. Last year the company opened a new €12m production facility in Tyholland, said to be the most up-to-date of its kind in Europe.
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