In-store blending leads to 60% mushroom sales increase

Bixby, Okla.-based Doc’s Food Stores, which operates the Country Mart, JB’s Market and Apple Market store banners, reported sales gains in its produce, deli and meat departments after it introduced the Mushroom Council’s Blend model in each.

The produce department had a 60% sales increase in fresh mushrooms. The meat department saw an increase of 12% in hamburger patty sales. Blended burgers represented over 8% of all patties sold. A 10% increase in meatloaf lunch and dinner sales in the deli department occurred when switching over to Blend meatloaf, Doc’s Food Stores said in a Mushroom Council news release.

The Blend is a method of mixing finely diced mushrooms into proteins such as beef, turkey, lamb or pork to make hamburgers, meatloaf, meatballs, tacos and chili.

“The results of The Blend promotion exceeded our expectations,” Mushroom Council President Bart Minor said in the release.

Throughout the promotion, Doc’s stores advertised fresh Blend Mushroom Burgers and Blend Meatloaf in their weekly circulars.

“We are excited about the sales results of The Blend launch at our stores,” Danny Williams, director of produce marketing for Doc’s, said in the release.

Due to the success of the program, Doc’s Food Stores continues to promote it in the produce department with point-of-sale materials, and the meat department and deli departments sell mushroom/meat products.