San Jose, CA – The Mushroom Council’s inaugural “Swap It or Top It” summer promotion will kick off the summer grilling season on June 1. The contest challenges consumers to transform their typical summer grilling recipes into healthier versions, by adding mushrooms, for the chance to win $5,000.
“The Trend is to Blend” states Mushroom Council President, Bart Minor, “Mushrooms and meat are a natural pairing, this contest will elevate the concept with the consumer while increasing mushroom sales” continues Mr. Minor. Summer grilling represents a huge opportunity for increased mushroom consumption. It is the ideal time as consumers are looking for lighter fare, to create retail sales lift, increase shopper awareness and build shopper impulse purchases of mushrooms.
The contest is called “Swap It or Top It” because there are two cooking techniques with mushrooms that can add a healthy flair to summer favorites. Swapping, for example, is the technique of blending finely chopped mushrooms with ground meat before cooking. By swapping 50 percent of beef in a burger with fresh mushrooms, it’s possible to reduce intake of calories, fat and saturated fat by 24, 25 and 37 percent, respectively. The other technique is to top dishes with mushrooms to add more vegetables to the plate, such as topping a turkey burger with roasted brown mushrooms.
Vice president of sales and marketing for Premier Mushrooms, Bob Murphy, states “By supporting ‘Swap It or Top It’ retailers can uphold promoting healthier choices to consumers at their market, which consumers continue to demand.”
Retailers can support the promotion to lift sales by stocking participating mushroom products, offering participating mushroom growers premium shelf space and by promoting the program via the Council’s Point-of-Sale material.
The contest is in partnership with the Produce for Better Health Foundation and MyPlate will further amplify program awareness, while drawing in the consumer with the use of each logo on all Point-Of-Sale material.
Encouraging consumers to Swap It or Top It using mushrooms is an important nutritional message in the movement to promote healthier eating with Americans. The contest fully supports the MyPlate message of boosting consciousness around meal time. Creating a MyPlate burger will engage consumers with portion size awareness while developing healthy eating patterns.
Mushrooms provide vitamins and nutrients such as B vitamins, potassium (8% DV), ergothioneine and many more. Mushrooms are also the ONLY item in the produce aisle with naturally occurring vitamin D. Mushroom’s umami enhances the flavor of the meat pairing resulting in both a healthy AND delicious meal. Adding mushrooms to a grill night enhances the upscale feel while maintaining an affordable budget.
Categories for entry include: Swapability/Blendability, Best Topped Burger, and MyPlate Burger. Consumers can enter one, two or all three categories. The top two recipes in each category will be put to public vote to determine the grand prize winning recipes. With a total of $8,500 up for grabs, the grand prize winner will walk away with $5,000 in cash and gift cards. The contest begins Saturday, June 1 on MushroomInfo.com.
About The Mushroom Council:
The Mushroom Council is composed of fresh market producers or importers who average more than 500,000 pounds of mushrooms produced or imported annually. The mushroom program is authorized by the Mushroom Promotion, Research and Consumer Information Act of 1990 and is administered by the Mushroom Council under the supervision of the Agricultural Marketing Service. Research and promotion programs help to expand, maintain and develop markets for individual agricultural commodities in the United States and abroad. These industry self-help programs are requested and funded by the industry groups that they serve. For more information on the Mushroom Council, visit mushroomcouncil.org.
Source: The Mushroom Council
