Raising awareness in the retail segment also will be a focus of the council’s 2013 marketing efforts.
The council will continue to analyze third-party research and incorporate those findings into its retail strategy, Minor said.
“This includes using research to create relevant marketing collateral the industry can share with retail stakeholders,” he said.
The council also will work with the industry through sales training and newsletters to identify and promote best practice techniques and to share strategies with customers.
“Trade public relations initiatives that positively position mushrooms in produce and retail industry publications will continue to be a key component of the overall strategy,” he said.