Having great products is of course crucial, but staying on the cutting edge of the latest marketing and merchandising trends is also key.

Giorgio Fresh partners regularly with social media influencers to inspire consumers with creative recipes and educate them on the health benefits of mushrooms, said Bryan Shelton, vice president of sales and marketing. 

And the company works closely with its retail partners to ensure the effective merchandising of fresh mushrooms.

Key elements, Shelton said, include attractive displays, strategic placement, quality assurance, education, and promotional support.

Taken together, they create visually appealing setups, position mushrooms optimally, maintain high quality, educate retail staff and consumers, and implement promotional campaigns, he said.

“The collaboration (with retailers) boosts sales, enhances the shopping experience, and highlights fresh mushrooms as a versatile ingredient.

Highline Mushrooms works closely with its retail partners to ensure the best quality mushrooms make it onto the store shelves and into consumers’ baskets, said Devon Kennedy, the company’s national marketing manager.

In-store signage, handling tips for produce teams, and digital ads are among the lynchpins of Highline’s marketing and merchandising schemes.

“Our goal is to increase mushroom consumption, so we’re always eager to support the entire category.”

This article is an excerpt from the August 2024 issue of Supermarket Perimeter. You can read the entire Mushrooms feature and more in the digital edition here.