Mushroom Council, Beef Checkoff partner for grilling promotion

For a fourth year, the Redwood Shores, Calif.-based Mushroom Council and the Centennial, Colo.-based Beef Checkoff are partnering for a summerlong veal grilling promotion at retail.

The promotion features packages of veal with a call to adopt the mushroom-meat blend and info on a consumer sweepstakes with a prize of $500 in groceries, according to a news release.

This year builds on a successful history of collaboration between the Beef Checkoff and the Mushroom Council, with more than 600,000 sweepstakes entries since the promotion started.

“As a culinary approach, The Blend works in the kitchen and on the plate — and it’s also the answer at the grocer, offering retailers a creative cross-promotion between the meat and produce departments,” Bart Minor, president of the Mushroom Council, said in the release.

In addition to the on-pack marketing, the Mushroom Council will support the promotion through consumer blog posts, e-blasts to mushroom consumers, and on Pinterest and YouTube.

More information about The Blend is at mushroomcouncil.com, while information on the veal + mushrooms promotion is available at VealMadeEasy.com.