Monthly Shipping and Marketing Report | February 2024

Council Update

Council Meeting: The next Council meeting will be held onTuesday, February 27 in Las Vegas prior to the North American Mushroom Conference. If you are interested in attending theCouncil meeting, please let us know so we can be sure you are accommodated.

Exemption Applications: The exemption applications for the 2024 calendar year have been mailed/emailed to those who are currently exempt. If you do not receive an application and would like to apply for an exemption, please email [email protected] or download an application here.

Mushroom Council Nominations – 2025-2027 Term

A call for nominations has been sent for four open positions on the Council for the 2025-2027 term.

Region 2 (PA) – two open positions
Region 3 (CA) – one open position

Mushroom growers have ideas, skills, experiences, and perspectives that would benefit the industry; be a voice for your industry by becoming part of the Council.

To qualify as a nominee, you must be a producer of over 500,000 pounds of mushrooms, on average, annually and not be exempt.

The U.S. Department of Agriculture and the Mushroom Council encourages all eligible producers, including women, minorities, and individuals with disabilities to participate and seek nomination.

Shipment Summary

Download Current Charts

Channel Highlights

CONSUMER

January:

Mushroom Monday, gained traction via social media, and will continue to be a feature throughout 2024. Interact with the posts below, and keep an eye out for new posts on Mondays:
- Facebook
- Instagram
- The Mushroom Monday landing page has some great suggestions for consumers to incorporate mushrooms into their meals. The page also includes an option for Foodservice operators to connect with the Mushroom Council.

February:

Mushroom Monday will be supported more via social media and other avenues, be sure to check your feeds each Monday to see a new post that can be shared on your own channels.
- Download the Mushroom Monday Communications Kit from our website
The “Feed Your Immune System” program is ongoing throughout Q1
- Industry members can now effortlessly download resources and exclusive content to mirror our special campaigns. Download everything you need to get started.

MUSHROOMS IN SCHOOLS

January:

During January, Mushrooms in Schools highlighted all our resources and recipes that answer why #Kidseatmushrooms2. We provided additional resources via social media and newsletter. Utilizing our newsletter, blog, and social media platforms, we have reached a wide audience this month. Many school districts are sharing mushroom recipes and tagging our social media platforms on their posts. On our social media platforms, we highlighted the following school districts: Windham Raymond School Nutrition Program (ME), Bartow County School District (GA), Tiger Mushroom Farms (OH), and Pittsburgh Public Schools (PA).
- Visit the above links to like, comment and share!

February:

In February, Mushrooms in Schools will be providing resources for school districts to prepare for National Nutrition Month (NNM) and National School Breakfast Week (NSBW). We will highlight resources and recipes all month long. We encourage other channels to amplify Mushrooms in Schools by sharing posts on Facebook and Twitter.
- Download our resources to share with School Nutrition contacts and sales teams:

Marketing Summary

Notable Highlights for December

We saw a 60% increase in YouTube views MOM, mainly due to the reoccurring popularity of our Easy Mushroom Soup recipe.
The time spent on the website increased MOM, as viewers showed a higher interest in mushroom nutrition during cold and flu season.

*YouTube engagement metrics have changed. Digital metrics are constantly evolving, so we created our own updated Engagement metrics (comments + shares + likes + dislikes + subscribers lost + subscribers gained)

Special Campaign Impressions
Includes paid promotions, partnerships and advertising activities.

Topline Report

Tracker Highlights – Period ending 01/28/2024

The latest retail data taking a look at January sales is now available. A few of the highlights:

Inflation continued to moderate with total food and beverage prices in the Circana universe up 0.9% in January.
The home-cooked share of meals and restaurant engagement remained steady, with New Year’s resolutions focused on healthy eating.
Dollar and volume sales remained behind year ago levels, but the prior year sales patterns held steady.
Quad week 1 is typically the last one with month-over-month growth before the start of the cycle where pounds decrease compared to the prior month. Check out the forecast tab for more information.
Crimini mushrooms have had a strong performance, with growth in dollars, units and pounds over the 52-week period

Download your copy of the quick two-page summary, the plug and play PowerPoint ready for use, and the in-depth Excel data file.