First, the target were the fine-dining chefs. They are the tastemakers, where highbrow ideas and culinary trends are born, so The Mushroom Council started its promotion campaign of The Blend with them.
Then, the council went to Bon Appetit, another influential outlet, a sophisticated food magazine. The promotion first called for chefs to compete in a Blended Burger Project competition, and then called for home cooks to reach a wider audience.
Fast-casual eateries were next. And as trends trickle naturally in the culinary world, next the council went mainstream: They partnered with Food Network, which reaches a broad, mainstream audience of food lovers and home cooks and diners.
That partnership will launch its campaign in April and May, in time for peak burger season, which is one of the favored ways to use The Blend, which is mixing minced fresh mushrooms with meat to make a burger patty.
It’s more savory, juicier, less expensive and more sustainable, said Eric Davis, council spokesman.
Davis also shared about the #FeedYourImmuneSystem campaign, which started with the new year. It’s particularly timely as the COVID-19 pandemic resurgence coinciding with the winter cold and flu season.
The immunity-focused campaign includes all fresh produce, not just mushrooms, Davis said. But mushrooms are unique in that they possess vitamin D, which can be boosted with ultraviolet ray treatment during the cleaning, sorting and packing process.
Watch the video to learn more about both initiatives.
