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The European mushroom industry is continuing its efforts to increase consumption across the continent. In 2023, the European Association of Mushroom Growers (GEPC Promo) initiated a groundbreaking three-year campaign, co-funded by the European Commission, to promote mushroom consumption in nine European countries. With a substantial budget of 5 million euros, this initiative targets Belgium, France, Germany, Hungary, Ireland, Italy, the Netherlands, Poland, and Spain.
U
nlike brand-specific marketing, this initia- tive of all European mushroom growers and processors is designed to support, emphasi- zing the collective strength of the industry.
As the campaign’s second year draws to an end (see also Mushroom Business 126), discover some of this year’s activities, and get a unique insight into the industry’s perspective of the campaign.
Uncovering the gems: the new video series for millennials The European mushrooms campaign has taken a leap forward in its promotional efforts with the release of six videos, now available on YouTube and as reels across the campaign’s social media platforms. The video series aims to showcase the versatility and appeal of European mushrooms, while providing both entertainment and education. Three European influencers – Lou from Ireland, Andong from Germany and Jurino from the Netherlands brought
their unique perspectives and culinary expertise to the forefront, helping to broaden the appeal of European mushrooms to millennials. The videos take viewers on an immersive journey with the three influencers to discover a mushroom farm in Venlo (Netherlands). This behind-the-scenes access provides valuable insights into the cultivation process, highligh- ting the industry’s commitment to quality and
Some shots of the YouiTube series.
4 MUSHROOM BUSINESS
Photos: Maxime Samet for Hopscotch Season
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