More often than not, today’s food shoppers discover meal ideas through short-form social videos, creator partnerships and digital platforms rather than traditional cookbooks or ads.
To capture the attention of Gen Z and millennials, the Mushroom Council launched its vibrant “It’s Not Magic. It’s Mushrooms.” campaign featuring celebrity chef Matty Matheson. However, driving online buzz is only half the battle; translating digital engagement into actual sales in the produce department requires a synchronized effort across the entire supply chain.
To explore how the industry is navigating this shift, The Packer spoke with Amy Wood, president of the Mushroom Council, alongside executives from six leading growers and suppliers: J-M Farms, Highline Mushrooms, Caputo & Guest, Farmers Fresh Mushrooms, Phillips Mushroom Farms and Windmill Farms. From in-store merchandising tactics and dual-pack sizing trends to state-of-the-art aluminum bed technology and expanded specialty production, here is how the industry is working together to drive long-term category growth.
Winning the Next Generation: Connecting Digital Buzz to Store Shelves
The Mushroom Council’s priority is long-term category growth, according to Wood.
“Our strategy is centered on attracting the next generation of mushroom consumers and laddering them up from light and medium mushroom shoppers to heavy mushroom shoppers,” she says. “Everything we’re doing, from consumer research and creative partnerships to retailer resources and digital marketing, is designed with that objective in mind.”
Wood says the council’s research shows that younger consumers already have positive perceptions of mushrooms.
“The challenge isn’t convincing them to like mushrooms; it’s making mushrooms top of mind when they’re deciding what to eat,” she explains. “Today’s consumers discover meal inspiration very differently than they did even a decade ago. They’re finding meal inspiration through social media, creators and short-form video, so we’ve evolved our marketing to meet them where they’re already looking.
“Our partnership with Matty Matheson is one example of that strategy,” she adds. “He brings culinary credibility, authenticity and broad appeal to millennial and Gen Z audiences while showcasing mushrooms in approachable, everyday meals. But Matty is only one piece of a much broader effort that includes digital media, influencer partnerships, shopper research, retailer activation and merchandising support.”
Helping retailers convert consumer inspiration into purchases is equally important, Wood says.
“Marketing doesn’t end when someone watches a recipe online. The sale happens in the produce department or as the shopper is building their online shopping cart,” she says. “That’s why we’ve invested in resources like the Mushroom Marketer’s Toolkit, recipe-driven merchandising ideas and in-store materials that make it easier for shoppers to add mushrooms to their cart.”
Christy Turner, customer service manager for J-M Farms, says the company supports the Mushroom Council’s campaign and uses its information on J-M Farms’ social media outlets and at shows and interactions with customers.
“It is difficult to actually get information down to the store level. Many retailers experience a high rate of turnover in the produce department and have little time to train individuals to support our efforts,” Turner says. “We have developed our own shelf talkers with QR codes that link to recipes and helpful hints for storing and using mushrooms. We believe that repetition and education through social media is the most effective way to reach the end consumer. The key is making a connection that the consumer will not forget by focusing on the things that are important to them.”
Farmers Fresh Mushrooms thinks the campaign keeps the entire industry on the same page.
“We are trying to provide retailers with POS and other print materials that really tie the whole campaign together,” says Justin McLean, sales manager for Farmers Fresh Mushrooms. “Having that consumer see or hear an advertisement, or watch a social media clip and get inspired, then have them go into the store and see some sort of print material that reminds them about the viral dish or recipe they liked — this is key. The other key thing for us and the entire industry is to be on the same page — all of us grower-packers trying to echo and expand the reach of what Mushroom Council is doing, as well as sharing the posts to our own social media accounts to try and get that message out further.”
Sabrina Pokomandy, director of business development and marketing for Highline Mushrooms, says innovation has always been part of the company.
“From launching Top Seal packaging over a decade ago in Canada, to being the first to ‘bare it all’ with our clear tills, we have always challenged ourselves to find new ways to make mushrooms stand out and connect with consumers,” she says. “Our refreshed branding launched in 2024 was designed with the next generation of mushroom shoppers in mind: making mushrooms more approachable, inspiring and relevant for how consumers eat today.
“That is where our dedicated marketing team comes in,” Pokomandy continues. “We work closely with each of our partners because every retailer’s shopper is unique. We provide data-driven, customized support, including point-of-sale materials, in-store merchandising ideas, recipe inspiration and programs designed to create excitement and encourage purchase.”
Creating mushroom lovers for the future is Highline’s goal, Pokomandy says.
“We are not just focused on selling mushrooms; we are focused on helping our partners grow the category and create more mushroom lovers for the future. We’ve built a whole engine for the next generation of mushroom shoppers for our retail partners,” she says.
Highline is reaching Gen Z and millennial consumers where they actually discover food. Its National Mushroom Month digital and social program delivered 1.2 million digital impressions in June alone, paired with creator content and e-commerce ads tied directly to its retail partners, according to Pokomandy.
“We know that creating buzz and awareness is only one part of the equation,” she says. “The real opportunity is helping retailers turn that excitement into sales at shelf.”
Reimagining Merchandising: Cross-Promotion and Low-Hanging Fruit
For produce retailers looking to turn consumer interest into immediate basket lift, the primary objective is lowering the barrier to entry at the store shelf. Shoppers often need a simple nudge or visual cue to transition from browsing to buying.
Wood says the most critical low-hanging-fruit tactics in the Mushroom Marketer’s Toolkit focus on simple, foundational execution: maintaining fully stocked, visually attractive displays, cross-merchandising alongside complementary produce and incorporating clear signage that highlights usage and versatility.
Jeff Guest, general manager for Caputo & Guest, says one of the category’s largest opportunities is to stop treating specialty mushrooms as a novelty and start presenting them as an everyday meal solution.
“Consumers are interested in mushrooms for flavor, plant-forward eating, culinary creativity and nutrition, but unfamiliarity can still prevent trial,” he says.
“Retailers can overcome that barrier with clear variety names, preparation guidance, cross-merchandising and finished-dish photography,” he adds. “Specialty mushrooms can also help shoppers create restaurant-quality meals at home at a relatively affordable cost, making them both a premium produce item and a strong value proposition.”
Value vs. Convenience: The Evolving Packaging Landscape
As inflation continues to keep produce shoppers budget-conscious, mushroom suppliers are seeing distinct shifts in how consumers weigh value against convenience in the produce aisle.
Rather than one format completely replacing another, the market is splitting to serve two distinct consumer priorities: price-per-ounce value for frequent users and quick, time-saving solutions for busy shoppers. The Mushroom Council sees value as increasingly important, says Wood, noting that “jumbo 24-ounce packs now make up 25% of mushroom sales.”
Growers across the industry confirm this surge in demand for family- and club-sized containers. Pokomandy says for Highline Mushrooms, “consumers are looking for value, and larger formats provide an opportunity to deliver that while encouraging increased mushroom consumption.”
Phillips Mushroom Farms is seeing increased demand for larger pack sizes as consumers continue to look for value and ways to stretch their grocery dollars.
“Circana data is showing strong growth in the 24-ounce pack year over year, with gains in both dollars and units, which tells us shoppers are responding to the value and convenience of a larger pack size,” says Sean Steller, director of business development for Phillips Mushroom Farms. “The 24-ounce package is resonating with shoppers because it delivers value, and we’re seeing that translate into increased sales and volume growth.”
Suppliers like J-M Farms and Farmers Fresh Mushrooms report a growing divide where demand is moving away from midsized 12- to 18-ounce trays and leaning heavily toward either 24-ounce club packs or traditional 8-ounce sizes. However, as Guest says for Caputo & Guest, larger formats “must offer a clear value per ounce, strong shelf life and enough recipe inspiration to reassure shoppers that they can use the entire package.”
Despite the steady rise of bulk pack sizes, suppliers emphasize that smaller formats and value-added options remain essential for trial, smaller households and quick meal preparation.
“Convenience continues to be an important driver, and sliced mushrooms remain a strong segment because they save consumers time in the kitchen,” Wood says.
Windmill Farms CEO Greg Ogiba echoes this balance, saying that while club packs appeal to families, “the 8-ounce remains core to the mushroom category, serving a wide range of shoppers.”
Furthermore, 8-ounce packages maintain an accessible price point that encourages hesitant buyers to experiment without fear of food waste. To capture modern consumers who act more like meal assemblers, suppliers are also leaning into convenient meal kits and value-added lines. Pokomandy says Highline’s Fresh Gourmet Series — including items like its Cream of Mushroom Soup Kit — provides an easy entry point for busy shoppers, demonstrating how suppliers are successfully blending convenience, innovation and value to grow the entire category.
Industry Alignment and Category Growth
Pokomandy says one of the biggest things Highline hears from retail partners today is the need for marketing support and category growth solutions.
“From a supply perspective, consistency has always been a priority for us, and our new state-of-the-art farm will further enhance our forecasting capabilities, production predictability and ability to support our customers with reliable year-round supply,” she says. “The conversation has really evolved beyond just having product available. Retailers are looking for partners who can help them connect with their shoppers and grow the category.”
Every retailer has a unique customer base, so the company doesn’t take a one-size-fits-all approach, Pokomandy says.
“With our dedicated marketing team, we work closely with each customer to understand their shoppers and develop the right support. From digital content and recipes to merchandising ideas, promotions and education that help drive purchases at shelf,” she says. “Our goal has always been: Let’s be more than a mushroom supplier. We are a true category partner helping retailers grow mushroom consumption.”
The most exciting development for Highline right now, says Pokomandy, is its continued investment in the future of mushroom farming with a new facility.
“Highline has always been committed to innovation. Our existing farms are already built around advanced growing systems, strong food safety practices, and decades of growing expertise,” she says. “Our new farm builds on that foundation, bringing the latest technology, automation and enhanced forecasting capabilities to further improve consistency, quality and supply reliability.
“Food safety remains at the core of everything we do. From our controlled growing environments to our use of durable metal growing trays that support rigorous sanitation and cleaning processes, we continue to invest in systems that give our retail partners and consumers confidence in the products they bring home,” she continues. “We are excited about what this next generation of farming means, not only for Highline, but for the future of the mushroom category. It allows us to continue innovating, supporting our customers, and delivering the consistent, high-quality mushrooms consumers expect.”
Guest says Caputo & Guest’s greatest challenge and opportunity are the same: scaling domestic specialty mushroom production to compete with Chinese imports while maintaining consistent quality.
“These varieties require precise environmental controls, careful harvesting and disciplined handling, while substrate, labor, energy, packaging, and transportation costs continue to affect production,” Guest says.
“At the same time, demand for domestically grown specialty mushrooms continues to expand. We are increasing U.S. growing capacity, improving production and packing efficiencies, and broadening our assortment of varieties and chef-inspired blends,” Guest adds. “Our mushrooms are grown indoors on a proprietary organic medium made from hardwood sawdust and grains rather than manure-based compost.”
McLean says a challenge for Farmers Fresh is reinvestment in its farms, technology and growing rooms.
“The key for success in our industry is keeping up with new growing technologies like the new generation aluminum beds, climate-controlled growing rooms and indoor Phase 2 and 3 composting. These are just the basics, but fundamental for success to keep costs down and yield high,” McLean says. “Holding on to the old ways of growing is just holding yourself back. Additionally, we are excited about the launch of our Top Seal packaging line, which will offer retailers 100% recyclable packaging (tray and film), while using a tray that is made with 100% recycled material.”
While Windmill Farms has world-class Dutch-style farms with impressive automation, the company is most excited about its team, Ogiba says.
“Over the past year, we’ve hit a number of milestones while continuing to improve efficiency and quality. Those results don’t happen because of equipment alone; they happen because of the people who show up every day committed to doing the job well,” Ogiba says. “On the other hand, we work hard and play hard; today we’re hosting our first-ever company soccer tournament with eight teams competing for the ‘Windmill Cup,’ so I’m excited to see our company culture in action on the soccer field.”
J-M Farms is currently working hard on several different projects.
“We will be certified organic in the next few months, which will allow us to target new customers as well as offer more options to current customers,” Turner says. “We will also be investing in new packaging soon, and we are researching and developing value-added items for retail. We recently added new exotic items for our foodservice and retail customers.”
Steller sees excitement at Phillips Mushroom Farms in the growth of specialty varieties.
“We’re seeing a lot of interest from customers in mushrooms like pink oyster, chestnut and pioppini because they bring something new and different to the category and create excitement with consumers. At the same time, like many areas of agriculture, we’re facing significant cost increases across inputs, labor, packaging and transportation,” Steller says. “The challenge is finding ways to continue innovating and expanding our specialty offerings while improving efficiencies and remaining competitive in the marketplace.”
