At the intersection of boundless versatility, evolving shopper trends, and top-level sustainability sits a delightful little package of mushrooms.
Finding its way into new recipes and onto foodservice menus ranging from fast food to fine dining, the mushroom is experiencing its own kind of renaissance. It is only when I sit down to reflect on a recent conversation with Devon Kennedy, Highline Mushrooms’ National Marketing Manager, that I realize we are witnessing a true transformation in how shoppers view the category. Even as you turn through the pages of this issue of The Snack, that momentum continues to build.
Honing in on the organic arena and its promise of a sustainable product portfolio, Highline Mushrooms is helping to facilitate this advantageous boost for its partners.
Peggy Packer: Devon, the last time we sat down together was for a category deep-dive with AndNowUKnow, in which you revealed Highline Mushrooms is setting a keen focus on fueling growth in the organic mushroom space. Why has this been a key concentration for the company since its inception?
Devon Kennedy, National Marketing Manager, Highline Mushrooms: When Highline Mushrooms was created back in 1961, its Founder Dr. Murray O’Neil wanted to grow the healthiest, most flavorful produce in the cleanest possible environment for his family and community. Decades later, that passion for natural nourishment and organic, sustainable growing practices helped drive Highline to become the largest producer of fresh organic mushrooms.
Focusing on organic growing also enhances our soil and water quality, reduces pollution, and eliminates synthetic pesticides. We aim to provide sustainable regenerative agriculture options to North Americans and make them feel good about the nutritional decisions they’re making.
DK: Mushrooms are all the buzz right now, and they have even risen to superfood status. The nutritious and delicious mushroom isn’t just having a moment. It has become a phenomenon, and it’s time to give that phenomenon a name. In fact, it deserves its own day! What tacos are for Tuesdays, mushrooms should be for Mondays—that special time of the week to make the most of one of our favorite foods.
Supported by the Mushroom Council®, Mushroom Monday is a national rallying point for America’s favorite ingredient. Retailers can take part by offering specials and inspiration to help shoppers make more mindful meal choices. Promotional levels are up from last year, and the organic segment continues to grow, currently making up 10.6 percent of sales.
Consumers are not only seeing the importance of organic products but are also willing to pay a bit more. Organic mushrooms provide a nutrient-dense, ultra-fresh option at retail. We like to say, Just Eat A Mushroom, but growth can be accelerated by promoting them as a meat replacement or complement. Mushrooms are traditionally seen on dinner menus, but they are a nutrient powerhouse for breakfast and lunch as well.
DK: We have seen steady success with our Steak Cut & Button mushrooms in the West and will continue to promote these items nationally. Button mushrooms are the perfect, rustic little addition to all culinary adventures. The Steak Cut is a versatile ingredient for salads, stir-fry’s, or sautéed side dishes.
We will also be promoting our white flat mushrooms this spring and summer. Known in other areas of the world as “breakfast flats,” our white flat mushrooms are similar to a Portabella cap. They are ideal for a low-carb breakfast alternative topped with an egg or grilled and featured in a burger.
On the packaging front, Highline Mushrooms has also transitioned to 100 percent clear recyclable rPET tills, which conveniently showcase the quality of the mushrooms so consumers can see what they are about to purchase and take home to their families.
DK: Cross-promotion and easy grab-and-go ideas are helpful to consumers in the summer. As they are shopping for an afternoon of grilling, having recipe suggestions or complementary items merchandised together can help inspire consumers. Mushrooms pair extremely well with herbs and cheese and make for a one-stop shop or an easy addition to the grocery cart. The power of mushrooms is in their versatility, as they can drive overall basket share by complementing a wide range of cuisines.
Mushrooms are all the buzz right now, and they have even risen to superfood status. The nutritious and delicious mushroom isn’t just having a moment. It has become a phenomenon...
- Devon Kennedy, National Marketing Manager, Highline Mushrooms
As consumers sit back and enjoy the peak of summer grilling season while setting their sights on hearty dishes to get them through the fall, this is one category sure to remain front and center.
Whether they capture shoppers’ attention with their impressive quality, coveted umami flavor, or eco-friendly impact, mushrooms are forging their way as a standout in the produce department, with the demand for organic offerings fueling the fire.
The question is: When the ultimate opportunity for category growth falls right in your lap, how will you choose to take hold of it? 
