Shoppers say Mmm to mushrooms

Inside the success of the first round of the FY26 in-store sampling campaign

Over three bustling weeks between August and September, the aroma of sautéing mushrooms drifted through supermarkets across the country. It was part of Australian Mushrooms’ first in-store sampling burst for FY26, an activation designed to show shoppers just how easy, versatile and delicious mushrooms can be.

Across 149 sessions in Coles, Woolworths and independent retailers, more than 18,000 shoppers stopped to chat, taste and rediscover a familiar ingredient. What followed was an encouraging display of consumer curiosity, enthusiasm and genuine inspiration