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SAN JOSE, Calif. -- As part of its renewed effort to increase demand for fresh mushrooms, the Mushroom Council based here has adopted a new logo and tagline that will be used in consumer and foodservice communications.
The new logo and tagline -- "Mushrooms. Nature's Hidden Treasure" -- is available for use on packages of fresh mushrooms at retail, providing a unifying theme for U.S. mushroom growers or shippers whose mushrooms are sold under a variety of brand labels.
"In order to have a chance of breaking through to our target consumer, we must find a way to connect emotionally as well as rationally," said Mushroom Council chairman Curtis Jurgensmeyer.
The logo design and tagline were developed to capture mushrooms' many positive attributes, from freshness and unique flavor to nutrition and versatility, in language that resonates with consumers, said Jurgensmeyer, adding that the new tagline scored highest for believability, recall, and ability to motivate purchase after extensive qualitative and quantitative consumer research and testing.
The first significant use of this new positioning will be through the launch of the Mushroom Council's targeted national advertising during a four-week period in May-June, for which shelf talkers, floor talkers, and in-store radio will be employed to further expand awareness and demand for fresh mushrooms at point of purchase.
"While there has been considerable discussion of the strain that renewed demand has put on the mushroom supply, the summer months can always use some extra promotional support," said Jurgensmeyer. "And this in-store advertising will help our retail partners keep in touch with consumers who continue to look for healthier, great-tasting alternatives year-round."