The advance of European mushrooms

European edible mushrooms are a treasure trove of very different flavours and textures, they are nutritious and are also responsibly and locally produced. To promote all these benefits across Europe, GEPC Promo (European association of mushroom producers) launched a new campaign with the slogan: 'European mushrooms, hidden pearls', a €5 million promotional campaign that is expected to create growth of €28 million in sales over three years.

The European mushroom sector, a dynamic market

In Europe, the mushroom sector accounts for more than €1.5 billion in annual turnover. Characterised by a high degree of self-sufficiency, this dynamic market responds particularly well to the new trends of responsible consumption, promoting local employment, avoiding food shortages and offering good and cheap food products.

European mushrooms, so many reasons to love them

Mushrooms are the ideal product to meet the evolving needs of today's consumers; more quality products, sustainable products and less meat. On the one hand, they belong to the group of fresh fruits and vegetables that health specialists recommend, and on the other hand, European mushrooms are affordable all year round and suitable for any diet. Finally, they are sustainably and locally produced with limited water consumption. But mushrooms are above all about taste pleasure: they are high-end culinary products characterised by their typical earthy and meaty flavours. 

The campaign 'European Mushrooms, the hidden gem' aims to remind millennials that mushrooms offer the perfect answer to the many and often high demands of today's consumers.