The Mushroom Council is starting 2024 by readying a new marketing initiative called “Mushroom Monday.”
The new initiative will have a lasting impact on restaurants, shoppers and the nutrition community, said Mushroom Council spokesperson Eric Davis.
“In the first quarter, we will officially launch ‘Mushroom Monday,’” Davis said. “Think of it as Taco Tuesday’s next-door neighbor.”
Davis said the council’s Mushroom Monday efforts will first be centered around foodservice.
“We will encourage restaurants to take part by sharing their information and featured menu item(s) at MushroomCouncil.com,” he said. “From fancy to fast food, we want this effort to amplify what restaurants and professional chefs are doing with mushrooms. Whether it’s a center-of-plate grilled portabella ‘burger’ or a featured topping on traditional staples like pizzas and pastas, our effort will help restaurants attract customers looking to satisfy their mushroom cravings.”
Davis noted that The New York Times named mushrooms Ingredient of the Year in 2022, and Whole Foods placed them atop their 2024 trend forecasts.
“Home cooks are embracing mushrooms’ versatility,” he said. “Chefs are increasingly adding them to their menus.”
Davis said fresh mushrooms are the No. 1 topping at indie pizza shops, adding that mushroom sales are up 20% over 10 years.
“They are part of fashion, functional foods and pop culture,” he said. “It’s time to give this phenomenon a name. In fact, it deserves its own day.”
Davis said participating restaurants will be able to access a foodservice operator kit that will include free downloadable assets to help restaurants make the most of Mushroom Monday including:
- Mushroom Monday logo artwork (for use on operator menus, ads, promotions, social posts, etc.).
- Table tents.
- Press release templates.
Throughout the year, the Mushroom Council will be raising public awareness about Mushroom Monday and participating restaurants via:
- An online directory of participating restaurants.
- Social media promotions.
- Influencer collaborations.
- Online advertising.
- Media events and outreach.
- Recipe inspiration for consumers to also enjoy Mushroom Monday in their home kitchens.
“In addition to chef and consumer outreach, we’ll also be rallying the nation’s registered dietitians, including supermarket RDs, to help shoppers make Mushroom Monday part of their nutritious meal plans,” Davis said, adding that the Mushroom Council will be providing registered dietitians with an all-new Mushroom Monday kit, featuring:
- Mushroom Monday key message points.
- Updated nutrition fact sheet.
- Updated recipe sheets.
