The Mushroom In-Store Sampling Program (MU21503) has reached over 70,000 shoppers in supermarkets across the nation. Conducted throughout 2022, the strategy has delivered important insights into consumer attitudes, which will help inform future marketing activities.

In realigning their approach to mushroom marketing, Hort Innovation has committed to strong collaboration with the Mushroom Industry Strategic Investment Advisory Panel (SIAP). This will ensure that any decisions regarding mushroom messaging are data-driven, rather than being based on opinion or hearsay. The objective is to drive demand for mushrooms through increasing consumer knowledge, attitudes and purchase intent.