Sustainable European Mushrooms

ongoing

The EU Fresh mushroom sector is an important sector. Mushrooms are mainly produced, traded for & consumed in the EU market. Because Fresh mushrooms are perishable products the main target market is the European Union market for most European producers & wholesalers. The European mushrooms production is of high quality, sustainable circular, with a low footprint. It uses agricultural by-products i.e., straw and horse/poultry manure to produce a substrate which grows at low cost, highly nutritious & sustainable food by returning the used substrate as a soil conditioner – offsetting artificial fertilisers and sequestering carbon.Mushrooms also contributes strongly to a healthy (excellent non-animal Vitamin D source) diet. The European Union organisation GEPC Promo, funded by the GEPC subgroup from the Copa-Cogeca (representing BE, FR, GE, HU, IER, IT, NL, PL & SP) has made this Promotional proposal for the promotion of fresh mushrooms on the internal European market in the years 2023-2025. The promotion campaign aims to raise the awareness of the (healthy) aspects of European fresh & sustainable mushrooms to realize a more positive (buying) attitude, leading to consumption growth and more sales. The campaign focuses on the communication mainly towards the younger consumer (Millennials 26-41 years), while they consume less mushrooms, but are interested in less meat, meat replacements, healthy, sustainable, and vegan products. The main message 'Mushrooms fresh from Europe. Your ally for a sustainable and healthy diet' is to strengthen awareness for fresh mushrooms and their contribution to a sustainable, healthy (source of vitamin D) good balanced diet. All other producing and consuming EU member states will benefit from the proposed campaign because the campaign targets sustainable European Mushrooms. The promotion has a recognizable corporate image, website, social media, advertising & communication tools, plus national Public Relations & social media content.