Monthly Shipping and Marketing Report | January 2021

Council Update

REMINDER

The Council office has moved! Below is our new contact information. Reports & payments still go to the lockbox.

Mushroom Council
200 NE Missouri Rd, Ste 200
Lee’s Summit, MO 64086
(816) 251-4512

Next Council Meeting:
Scheduled as a Zoom meeting on February 18, 2021

Exemption Applications:
The exemption applications for the 2021 calendar year have been mailed to those who are currently exempt. If you do not receive an application, please email [email protected]

Open Positions on the Council (2022-2024 term): 

A call for nominations will be sent on or about February 1, 2021 for three open positions on the Council for the 2022-2024 term.

• Region 2 (PA) – two open positions
• Region 3 (CA) – one open position

Mushroom growers have ideas, skills, experiences and perspectives that would benefit the industry; be a voice for your industry by becoming part of the Council.

The U.S. Department of Agriculture and the Mushroom Council encourages all eligible producers, including women, minorities and individuals with disabilities to participate and seek nomination.

Shipment Summary

To see current charts, click here.

The Month Ahead

DIGITAL

• The “Feed Your Immune System” campaign kicks off in January.
  • Share the campaign landing page and information found on the page: https://www.mushroomcouncil.com/feed-your-immune-system/
  • Create and share content on your social media channels, website and/or blogs using the campaign assets:
    • Sample Content
    • Campaign Graphics
    • Recipes

SCHOOL NUTRITION

• Mushrooms in Schools will kick off the New Year by participating in the broader Mushroom Council campaign, Feed Your Immune System. Be on the look out for a schools-focused webpage and resources on the Mushrooms in Schools website and social media channels. Our goal is to drive traffic to the page, and encourage sharing of the resources within the school nutrition community.

Highlights from December

PUBLIC RELATIONS

• Online consumer publication Well+Good included mushrooms in their food and wellness trends list for the new year. The article explains that, “Even culinary mushrooms like shiitake—which is also loaded with vitamins and immune-supporting nutrients—will become more popular in 2021.” Additionally, the Council’s ‘Fresh Mushroom Attitudes & Behaviors during COVID-19’ survey was referenced with mention of the increased fresh mushroom sales earlier this year. Read the full article here.
• The Atlanta Journal-Constitution shared an interview with Lauren Holley, the 2020 Blended Burger Project: Home Edition winner, earlier this month. Holley provided insight on her winning burger as well as the recipe. Read the interview and make the burger at home using the recipe found here.
• Mushrooms were touted for their nutritional benefits on a KTLA-TV news segment by Patricia Bannan, MS, RD – watch the full segment here.

DIGITAL

• Mushroom Council shared creative ways to celebrate the holidays in 2020.
  • Share this blog post: https://www.mushroomcouncil.com/creative-ways-to-celebrate-the-holidays-in-2020/

SCHOOL NUTRITION

• In December, Mushrooms in Schools published an educational blog post about the many health benefits of mushrooms and published a newsletter featuring mighty mushroom recipes for the winter months. Please share our blog and newsletter with your followers and customers.

Metrics

Mushroom Channel

Blenditarian

Hashtags

Monthly Topline Report

Tracker Highlights – Period ending 11/01/2020

• Download the Highlights (4 & 52 Weeks) Report
• Download the Graphic Highlights Report

Spotlight – Notable and Newsworthy

• In the 4 weeks – All mushroom varieties drove increases in dollars and volume
• In the 52 weeks – Sustained growth propels 52-week sales in all regions

• Mushroom category dollar sales increased +14.9%, nearly twice as high as total produce this period
• Dollar growth was driven by volume (+12.4%) and average price/lb. (+2.3%)
• All regions experienced dollar sales growth, led by Northeast (+20.8%)
  • Northeast saw the highest incremental sales increase at +$3.7M
  • Nearly all markets showed double-digit dollar gains, led by Albany at +30.1%
• Conventional and Organic mushroom sales continued to grow this period. Conventional dollar sales added +$13.0M (+15.8%), while Organic dollar sales increased +$1.1M (+8.9%)

*IRI/FreshLook Data provided by Fusion Marketing