The EU has provided 50 per cent of the funding while the other 50 per cent is coming from the mushroom industry itself.
The campaign, supported by the EU and growers and producers from the UK and Ireland, will run a fully-integrated communications promotion spanning digital, advertising and PR from autumn 2010.
The campaign will aim to communicate the nutritional benefits and versatility of mushrooms in cooking to younger households, health professionals and caterers. It will also aim to address the decline in mushroom sales in the UK and hopes to increase consumption by 23,800 tonnes over three years.
Mushroom Bureau representative and grower Stephen Allen said: "We are delighted to be launching a £2.2m campaign for which we have received £1.2m funding from the EU. This, in conjunction with a further £1.2m contributed by the industry through the Mushroom Bureau, allows us to launch a promotion that can successfully raise awareness of the nutritional benefits of mushrooms, highlight five a day and encourage more frequent consumption of mushrooms in a younger age group."
- This year the UK is one of 14 EU member states to receive a share of EUR30m for the promotion of agricultural and horticultural products. The EU finances up to 50 per cent of these annual promotions, with the remainder being financed by the organisations that pitched for the funding.