Marketing update
With an emphasis on taste, versatility, and everyday appeal, the initial campaign results are encouraging across a broad mix of paid, owned and earned media.
The Australian mushroom industry continues to see positive momentum through the national Mmmmushrooms campaign, developed by Hort Innovation and supported by the Mushroom Fund.
As of May 2025, the campaign is tracking well against its performance objectives and laying the groundwork for sustained consumer engagement and behavioural change
