For the past few years, the UK's £315m mushroom industry has been growing by seven per cent year on year, he said - and it now hopes to expand with a new campaign, Mushrooms make Sense.
As reported last week on www.horticultureweek.com, the advertising drive is The Mushroom Bureau's first fully integrated communications campaign and is targeting women aged over 25.
Allen told Grower: "They are the primary grocery shoppers - and we have identified a sub-set of that demographic - 'experimenters'
- women who are passionate about food and spend a lot of money on fresh produce. We are targeting this group to increase their frequency of consumption of mushrooms."
"We have been inspired by advertising campaigns for mushrooms in countries like the US and Australia. These have clearly demonstrated that any investment in products is a good return on investment." He added: "Mushrooms are absolutely on trend in terms of health, freshness and versatility."
- Visit www.mushroomsmakesense.com