Mushroom Council begins promo - The Packer

Mushroom Council begins promo

05/29/2013 03:00:00 PM
Mary Kastor

The San Jose, Calif.-based Mushroom Council plans to begin its annual “Swap it or Top it” summer promotion June 1.

The contest, with a $5,000 prize, challenges consumers to incorporate mushrooms in grilling recipes to create healthier versions.

“The trend is to blend,” Bart Minor, Mushroom Council president, said in a news release. “Mushrooms and meat are a natural pairing; this contest will elevate the concept with the consumer while increasing mushroom sales.”

The title of the promotion comes from two techniques associated with mushrooms. Swapping replaces a portion of the recipe’s contents with mushrooms. For example, blending mushrooms with ground beef to reduce calories and fat. Topping adds more vegetables to a dish by simply topping things with mushrooms.

“By supporting ‘Swap It or Top It’ retailers can uphold promoting healthier choices to consumers at their market, which consumers continue to demand,” Bob Murphy, vice president of sales and marketing for Premier Mushrooms, said in the release.

Retailers can help support the promotion by stocking participating mushroom products, offering participating mushroom growers premium shelf space and by promoting the program with point-of-sale materials, according to the release.

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Bob Engel    
Sebastopol, CA  |  May, 30, 2013 at 04:30 PM

This promotion is perfectly designed to remind consumers of how easy it is to use mushrooms' natural umami character either with meats, or instead of meat. Either way, a healthful and delicious addition to the diet.

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