Mushrooms

the fresh

report MUSHROOMS

Consumers are enjoying mushrooms more often, thanks to their beneficial nutritional profile and their adaptability in any meal. Erinn Stockman, Director of Sales for Windmill Farms, talks about performance and demand in the category, and explains what makes mushrooms so appealing for consumers and retailers.

What are you seeing in regard to demand for mushrooms, and what are some of the category trends? The Canadian mushroom market grew at a CAGR of 3.6 per cent between 2016 and 2019 to a market size of $590 million, and forecasts indicate the market will grow to $800 million by 2025, representing a six-percent CAGR moving forward. As a result, the demand for mushrooms continues to outpace supply in our marketplace. To help meet this demand, Windmill Farms is expanding our Manchester Farm in Port Perry, Ont. with the construction of 18 growing rooms and a new centralized pack house and distribution centre. The $35-million investment will contribute an additional 10 million pounds of fresh mushrooms to Windmill Farms’ annual production.

What is the appeal of mushrooms for consumers and retailers? The key demand drivers for the Canadian mushroom industry, including specialty mushrooms such as cremini and portobello varieties, are population growth, exports, and healthy and organic eating trends. Consumers are focused on healthy and functional foods and plant-based diets, and mushrooms are a superfood. Known for boosting the immune system, mushrooms contain riboflavin, niacin, copper and selenium, as well as other important vitamins and minerals. They are also tremendously versatile, with a multitude of uses in soups, stews and sauces, as a side dish or entrée. Consumers are also blending mushrooms with protein and other ingredients to create innovative dishes and promote healthy eating habits. What should consumers know about sustainability and safety in the mushroom category? We’re continuing to research compostable/ biodegradable packaging with the objective of eliminating single-use plastic containers, and we are looking at alternatives to the current PVC overwrap. At Windmill Farms we employ leadingedge cultivation technology in our growing systems, resulting in the consistent production of high-quality fresh mushrooms with a superior shelf life. Our quality assurance commitment to food safety protects our consumers and private-label partners. Our QA team has been expanded further this year and continues to outperform, scoring 98 per cent in a recent SQF audit and representing the top one percentile in scoring on a global basis.

How can grocery retailers encourage mushroom sales? We offer national brand and private-label packaging, merchandising and technical support for all of our customers in retail, wholesale and independent businesses. A major tip for our retail partners is promotion. As mushroom popularity grows, promotion is an excellent opportunity for retailers to spark consumer interest and build tonnage. When COVID restrictions allow we will continue to participate in in-store demonstrations, with a chef preparing simple dishes using our mushrooms as the main ingredient, for a more hands-on learning experience for the consumer.

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