Mix it Up with Sustainable Mushrooms from Europe

Mushstain, or Mix it up with Sustainable Mushrooms from Europe, is an application from Ireland to promote sustainable mushrooms in the United Kingdom. The target for the campaign is under 45 women have been chosen using retail Kantar data because their consumption is falling, and is already considerably below consumption of the over 45's.The campaign proposed in this application is consistent with the market and sustainability orientation of the modern Common Agricultural Policy and is fully in line with EU Trade Policy.
The proposed project
 accords with Europe’s ambition to be the global reference for sustainable food production and consumption and contributes to EU climate and environmental ambitions by promoting the marketing of a sustainable, healthy and resource efficient agricultural product.
The aim of the Farm to Fork Strategy is to move towards food systems that stimulate dietary changes beneficial for health, decreasing the impacts on the environment and climate. Not alone are mushrooms produced in a sustainable manner, but they are a rich low-calorie source of fiber, protein, and antioxidants with recognised health benefits.
 accords with EU Trade Policy by maintaining a competitive presence for EU products on growing world markets.
Developing EU exports of mushrooms is consistent with the open and assertive EU trade policy and meets the market orientation of the modern CAP by underpinning producers’ incomes through improved market returns.
The campaign also aligns with Europe's Beating Cancer Plan