Ireland’s mushroom growers are poised to unveil a blueprint next month for a E6m generic promotional drive.
It is hoped that the campaign - revealed in The Grocer last year (‘Mushroom push will need unity’, October 2, p82) - will run in the UK during 2006 and 2007.
It is understood the marketing initiative, which could include TV advertising, will primarily target younger consumers. Key campaign themes are set to include taste, versatility, health and convenience.
A national survey of UK consumers’ attitudes towards mushrooms and patterns of buying was carried out in December last year. Supporters of the plan believe this research proves that there is significant
potential to increase the number of UK households buying mushrooms and purchase frequency levels.
Bord Bia, the Irish Food Board, will host a meeting for growers in mid-February at which officials will recommend a marketing strategy designed to increase the level of mushroom consumption in the UK.
The Irish hope to win over British and Dutch growers, whose support they would need to secure in order to pay for the generic campaign.
It is envisaged that the drive would be co-funded by growers in Ireland, the UK and Holland, which are the main suppliers of mushrooms to the UK market, in conjunction with national governments.
Half of the funding could come from the European Commission, which offers financial support towards fruit and vegetable promotions.
The Dutch, in particular, are known to be sceptical about the idea of running a generic promotion to boost mushroom sales in the UK, which are static.
“The issue is trying to engage the Dutch at the right level,” said one source in the Irish camp. “They’ve had a lot of structural changes in their industry.”
Richard Clarke
It is hoped that the campaign - revealed in The Grocer last year (‘Mushroom push will need unity’, October 2, p82) - will run in the UK during 2006 and 2007.
It is understood the marketing initiative, which could include TV advertising, will primarily target younger consumers. Key campaign themes are set to include taste, versatility, health and convenience.
A national survey of UK consumers’ attitudes towards mushrooms and patterns of buying was carried out in December last year. Supporters of the plan believe this research proves that there is significant
potential to increase the number of UK households buying mushrooms and purchase frequency levels.
Bord Bia, the Irish Food Board, will host a meeting for growers in mid-February at which officials will recommend a marketing strategy designed to increase the level of mushroom consumption in the UK.
The Irish hope to win over British and Dutch growers, whose support they would need to secure in order to pay for the generic campaign.
It is envisaged that the drive would be co-funded by growers in Ireland, the UK and Holland, which are the main suppliers of mushrooms to the UK market, in conjunction with national governments.
Half of the funding could come from the European Commission, which offers financial support towards fruit and vegetable promotions.
The Dutch, in particular, are known to be sceptical about the idea of running a generic promotion to boost mushroom sales in the UK, which are static.
“The issue is trying to engage the Dutch at the right level,” said one source in the Irish camp. “They’ve had a lot of structural changes in their industry.”
Richard Clarke
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