Samples and recipes help drive sales
When it comes to selling mushrooms at retail, one of the best ways to increase sales is to simply get more people to try them.
"I don't think there is a more effective promotional tool than sampling," said Bill St. John, sales director for Kitchen Pride Mushroom Farms Inc., Gonzales, Texas.
"I have experienced many people who said they did not like mushrooms. But, if you can get them to take a bite, 90% of those people will agree that mushrooms taste pretty good," he said.
Adding mushrooms to items like meatballs and then offering consumers a taste test is one smart strategy.
St. John said that in taste tests, the vast majority of tasters choose the meatball option that is made with up to 50% chopped mushrooms instead of just ground meat.
"It's more healthful and it tastes better and the costs are lower. There's no losing deal there," he said.
Recipes
Brian Kiniry, vice president of Kennett Square, Pa.-based Oakshire Mushrooms, thinks recipe cards can have a big effect, too.
"There is data showing that 75% of purchase decisions are made in-store. Point-of-sale materials can help entice the consumer to try a new mushroom type or maybe mushrooms for the first time," he said.
Kevin Donovan, national sales manager for Kennett Square, Pa.-based Phillips Mushroom Farms, said recipe cards and demonstrations are great, but when combined with information about nutrition, they are even more effective.
"The best way to promote mushrooms is to give people a recipe and then tell them that by using mushrooms they not only add flavor and nutrition, but also reduce calories by about 30%. Those are things that people don't know and it really catches their attention," Donovan said.
Cross-promotions
"Any time mushrooms can be promoted in an additional section outside of the produce section is an opportunity to increase sales and increase produce consumption with consumers," said Kathleen Preis, marketing manager for the San Jose, Calif.-based Mushroom Council.
Salads are a simple tie-in that works well, said Mike O'Brien, vice president of sales and marketing for Monterey Mushrooms, Watsonville, Calif.
"(Tying in) sliced white mushrooms with the heavily promoted bag salad category drives impulse sales at full margin," he said.
Meat is also an increasingly popular cross-promotional opportunity.
"Due to 'blend' success and awareness, promoting fresh mushrooms near the meat case with recipe cards or a pre-blended burger in the meat case are all excellent cross-promotional opportunities," Preis said.
