Sustainable European Mushrooms

The promotion campaign aims to raise the awareness of the (healthy) aspects of European fresh and sustainable mushrooms to realize a more positive (buying) attitude, leading to consumption growth and more sales. The campaign focuses on the younger consumers (Millennials 26-41 years). Although, they consume less mushrooms, they are interested in less meat, meat replacements, healthy, sustainable, and vegan products.
The main message 'Mushrooms fresh from Europe. Your ally for a sustainable and healthy diet' seeks to strengthen awareness for fresh mushrooms and their contribution to a sustainable, healthy (source of vitamin D) good balanced diet. All other producing and consuming EU member states will benefit from the proposed campaign because the campaign targets sustainable European Mushrooms. The promotion has a recognizable corporate image, website, social media, advertising and communication tools, plus national Public Relations and social media content.
As fresh mushrooms are perishable products, the main target market is the European Union market for most European producers and wholesalers. The European mushrooms production is of high quality, sustainable and circular, with a low footprint. It uses agricultural by-products i.e. straw and horse/poultry manure to produce a substrate which grows at low cost, highly nutritious and sustainable food by returning the used substrate as a soil conditioner – offsetting artificial fertilisers and sequestering carbon.