Mushroom marketing update Spring 2025
The Australian mushroom industry is operating in a changing marketplace, with shoppers tightening household budgets. However, consumer research shows that mushrooms continue to be recognised for their taste, versatility, and health benefits. These strengths that can be amplified with the right investment.
Through the mushroom marketing levy, the industry has committed to a bold, multi-channel marketing program for 2025–26. The aim is simple: keep mushrooms top of mind for Australians and ensure consumers see mushrooms as a ‘must have’ on their weekly shopping list.
For growers, understanding this plan is vital. Not only does it demonstrate how levy funds are being invested, but it also highlights when and where promotional activity will peak, all valuable information for aligning supply, planning promotions, and anticipating consumer demand.