Tied to October’s National Breast Cancer Awareness Month, the U.S. mushroom industry is again going pink in helping promote breast cancer research and awareness.

Mushroom industry going pink in breast cancer causeIn its fourth year of involvement, the Mushroom Council is supporting the City of Hope Pink Campaign through retail point of sale signage, best food day advertisements and shopper newsletters.

The San Jose, Calif.-based council also plans to place dieticians and wellness experts in stores to help retailers enlarge their pink promotions with opportunities unique to their stores, according to a news release.

During last year’s campaign, the council reports national brown mushroom sales grew 5.4% in dollars and 5.9% in pounds.

Fresh-cut sales also increased 16.9% in dollars and 29.9% in pounds, according to the council’s release.

“The power of pink at retail has a strong visual appeal as it attracts consumers’ attention and provides a lift in sales,” the council said in the release. “Research indicates that 92% of women want to purchase products that support a cause and mushroom sales support this trend.”

At the consumer level, the mushroom industry plans to support the Pink Campaign via social media including Facebook, blog postings and Twitter parties.