The Mushroom Council sought a marketing partner to support its ongoing efforts to grow domestic demand for fresh mushrooms, as well as create awareness, consideration and trial of a burgeoning meat-and-mushroom blending concept (The Blend) among consumers.
“With strong adoption of The Blend in foodservice channels established, our next step is to amplify our story in consumer channels and drive trial with early adopters,” said Bart Minor, president and CEO of the Mushroom Council. “The Council chose Harvest as our partner because of its proven track record in elevating conversations nationally about agricultural industries and food brands, and its hands-on approach and enthusiasm for our mission to help people eat better.”
Harvest will manage national media relations, provide local market event and media relations support, and cultivate social media and digital engagement with a growing community of consumers who desire to eat healthier and make responsible food choices.
“The Blend is a brilliant concept that is going to change how consumers think about and enjoy meat, starting with the burger,” said Heidi Nelson, Harvest principal and founder. “We’re excited to join the incredibly committed team at the Mushroom Council to further advance consumer awareness of The Blend. It’s a powerful opportunity to position mushrooms as part of the solution for a healthier diet, and a healthier planet.”