They’re even getting blood tests to check for possible deficiencies of vitamin D and teaching themselves about how to increase their intake of the vitamin through diet or other means, he said.
“Our intent is to do more focus groups, then move to a quantitative phase of research exploring consumer understanding, response to messages and even optimal store placement and merchandising design,” Hooker said.
The researchers eventually will create a series of recommendations and provide a marketing kit that the industry can use, he said.
“There’s a lot of activity going on with this project that is going to benefit the mushroom industry and those people who market it,” Schroeder said.
“We’re going to have a lot of good data to employ to more successfully market the health benefits of mushrooms.”