The Mushroom Bureau

A national press briefing was held to maximise coverage of new research which revealed that the humble white button mushroom is a prime source of the powerful antioxidant  L-Ergothioneine and as a result should be elevated to superfood status.

The top scientist involved in the study was flown in from Penn State University and leading nutritionist Jane Clarke was commissioned to compile an in depth report summarising results from major scientific studies from around the world into the nutritional value and potential health benefits of mushrooms. 

A comprehensive campaign was developed under the strapline “Mushrooms – the Magic Ingredient” with a launch at The Magic Circle – where else? – complete with magicians.  New activities were developed each year to excite the media, including a farm tour and masterclass with TV grocer Gregg Wallace and the launch of an Italian celebrity recipe collection which included a podcast with celebrity chef Gino D’Acampo.  

Press coverage has been extensive and since the campaign launch back in June 2006 sales have steadily increased from around £285 million a year to today’s record level of just under £312 million. Volume, frequency of purchase and penetration are all increasing year on year.