The Mushroom Marketplace
April 2012  
Beef Up Your Mushroom Sales  

Let mushrooms beef up meat sales by utilizing an 80/20 approach to mixing mushrooms with beef. Nothing goes better on a burger or steak than buttery, saut�ed mushrooms, but why not promote mushrooms as a healthy ingredient to add to many beef blends....from tacos to lasagna, this mushroom-meat blend is catching on in consumer food blogs and is supported by the Mushroom Council.    

 

According to the USDA, the 2011 estimated U.S. per capital beef consumption was at 57.4 lbs., down 13 percent from 10 years ago and down about 25 percent from 1980. Meat industry experts suggest that although some Americans still crave the "steak-eating experience" they want it at a cheaper price. Additionally, as vegetarian trends increase and beef consumption decreases, the blend of mixing meat with mushrooms may help maximize retail sales.

 

The Opportunity

The nutritional and versatile appeal of mushrooms has made them the center of media attention and shopper awareness. The white/button mushrooms remain the most popular variety and the majority of shoppers serve mushrooms as part of a dish or side dish according to The Packer's 2011 Fresh Trends issue. Mushrooms are filled with important nutrients including vitamin D in addition to being low in calories, fat-free, cholesterol-free and very low in sodium. Touting their benefits and versatility, mushrooms have been featured in a range of consumer publications. including Self�, Men's Fitness, USA Today�, Everyday with Rachel Ray, and Prevention�, to name a few.

 

Promote Mushrooms and Beef

Capitalize on the increased awareness and benefits of mushrooms by promoting them in your Best Food Day ads. Shoppers are interested in usage and nutritional information. To help maximize sales for both mushrooms and beef, highlight the nutritional benefits of mushrooms and include an enticing new 80/20 mushroom-meat recipe blend. For tasty 80/20 recipes to include in your ads, Click here.

Introducing New Products 
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Have you ever introduced a new product into your stores only to find it missing from the syndicated retail sales data from A.C. Nielsen and Symphony/IRI? By following the few simple steps outlined below, your new product will be included in the data capturing and reporting allowing you to analyze sales results for your product.  Prior to your launch date, provide data firms, such as A.C. Nielsen and Symphony/IRI with:

  • A photograph of the new item.
  • A clear description of the product including size, item, UPC number.
  • A list of the regional marketing areas where the item is selling.
  • The product launch date.

Remember, a new item can be as subtle as a slight change in packaging. Often times, new items aren't coded or recognized in the data stream for a significant period if these simple steps for inclusion aren't followed. The data firms combine the point-of-sale transaction data received from participating retailers and categorize the data to help improve inventory, category management, marketing and other uses.

 

It is important that your new item is included in the data feed from the initial launch to show sales generation. Additionally, the subsequent data analysis can help you understand and grow your business.

Volume 4 - Issue 1 
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In This Issue
Beef Up Mushroom Sales
Introducing New Products
Summer Grilling Promotions
The Heat is on...Is Your Store Ready?

Did you know that over 82 percent of all U.S. households own a grill or smoker? According to a Hearth, Patio & Barbeque Association (HPBA) study, 97% of grill owners used their grill, with 45 percent grilling at least 1-2 times per week during peak summer months. The most popular grilling occasions are Fourth of July, Memorial Day and Labor Day.



Set your stores up for success by planning for summer mushroom promotions now. Consider featuring mushrooms and grilling items in your Best Food Day ads with a QR code directing consumers to your site for more information and delicious recipes.  

 

Research suggests that the most important influence on in-store purchase decisions included the number of aisles shopped. By promoting mushrooms and grilling items, such as skewers and sauces, your customers will be walking many aisles in search of the featured items.

 

For more sizzling summer recipes to use in your ads or online,  click here.  

 
DID YOU KNOW
 
Individuals who keep fresh mushrooms on hand are more likely to rate themselves as excellent cooks. This has implications for recipe development and increased usage frequency among current consumers   
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Total Mushrooms - For the 52-week time period ending February 26, 2012:

 

National mushroom retail sales exhibited a gain of +1.1% which outpaced the Total Produce trend (+0.6%), by +0.5 points.

 

National pounds grew +1.4% where the strongest growth was in the South Central region which exhibited a gain of +4.3%.

 

The Northeast represented the largest share of total mushroom dollars, 24% of the national total.

 

Collectively, the California, Pacific Northwest and Mountain regions accounted for 26% of national dollar sales.

 

The Brown trend was driven by the Cremini dollar gain of +8.5%.

 

DID YOU KNOW  Adults 55-65 are most likely to consume Fresh Mushrooms.
The Mushroom Marketplace is a publication of the Mushroom Council for professionals in the grocery industry. For more information, visit www.mushroominfo.com/retailers.