The San Jose, Calif.-based Mushroom Council is launching a multi-million-dollar marketing and healthful eating campaign with an anti-childhood obesity group.
The council announced its partnership with the nonprofit Partnership for a Healthier America (PHA), an organization created in conjunction with but independent from first lady Michelle Obama’s Let’s Move! effort, at the group’s Building a Healthier Future Summit March 8 in Washington, D.C., said Bart Minor, president of the Mushroom Council.
The council’s efforts will total $6 million over three years, Minor said.
The program will build on a marketing plan the council began devising two years ago, with PHA assisting in all phases of the process.
“It’s a partnership in every sense of the word,” Minor said. “We chose PHA because we’re aligned in our missions, which is to try to change the way America eats.”
That includes all Americans, Minor said. One of the key missions of the project will be to show that mushrooms are an affordable option for all consumers, he said.
Goals of the joint effort include:
- creating 1-3 family-focused recipe contests
- educating half of the top 100 restaurant chains about ways to add mushrooms to their menus
- working with school systems to add mushroom-based items to meals
- developing 30-40 recipes for schools
- working with 1-3 meat processors to develop at least four new meat/mushroom blended products for schools
- educating public health officials and nutrition experts about the benefits of blending mushrooms and meat
- creating a school nutrition resource web page for school food experts