Chef Stevan Paul visited Naturland mushroom farm in Germany.
Chef and campaign ambassador Grzegorz Łapanowski with actress/ influencer Monika Mrozowska at Wierzbno Farm in Poland.
sustainability. The influencers then collaborate to create an impressive mushroom-based menu, to be presented to Mushroom Expert Jan Klerken from Scelta Mushrooms, adding an element of professional critique and validation to the content. According to M. Klerken, “More and more people see mushrooms as a replacement for meat products, or for different products that they are trying to ban from their diets, so mushrooms are definitely coming more on the menu”. To ensure maximum reach and engagement across Euro- pean markets, all videos are equipped with subtitles in the various languages of the campaign. This multilingual approach demonstrates the European mushrooms cam- paign’s commitment to inclusivity and its pan-European focus. In only 2 months, more than 1,5 million views have been registered across Europe.
Visits to mushroom farms all over Europe In most countries targeted by the campaign, visits have been organized for campaign’s ambassadors and spokes- persons to discover mushrooms farms and meet repre- sentatives of the industry. From Hungary to Spain, these moments were an opportunity for them to experience the fascinating process of mushroom production, to become more familiar with their characteristics, and to meet their producers! It also allowed to create educational and uni- que content, and to give their respective audiences infor- mation about the production of European mushrooms.
They have so many reasons to love them ! “During a visit to the organic-certified Naturland mushroom farm, I was able to get an idea of sustainable
mushroom production.” Stevan Paul, chef, cookbook author, prominent food blogger and campaign ambassador in Germany.
“We are very fortunate that Poland produces so many mushrooms, because thanks to this we have year-round access to this graceful product.” Grzegorz Łapanowski, chef, food journalist and blogger, campaign ambassador in Poland.
“Visiting the places where mushrooms are grown was a truly educational experience: seeing how these products are culti- vated allowed me to discover new territories at the same time and to deepen my knowledge of the mushroom and its characteristics, fundamental aspects that I can bring to some of my dishes.”, Tirmagno, food blogger and campaign ambassador in Italy.
A visit to Consorzio Funghi di Treviso.
MUSHROOM BUSINESS 5
Photo: Stevan Paul
Photo: Hopscotch Italy
Photo: Grzegorz Łapanowski
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