Sinterklaas has left the Low Countries, and Christmas is approaching—a peak time for mushroom sales at Lesage Champignons. "We are increasingly dealing with peaks and troughs. In recent years, summers have seemed quieter, while winters have grown busier, making this period a sharp surge in demand. Especially as mushroom consumption is rising overall due to the protein transition," Michel Lesage of the eponymous mushroom company explains.
"We always prepare for this in the weeks leading up," he continues. Lesage Champignons grows chestnut and white mushrooms, while also trading shiitake and oyster mushrooms for supermarkets, wholesalers, and the catering industry. "For Sinterklaas, people still prefer chocolate, but as soon as it's over, orders skyrocket. This surge continues until after New Year, so we're extremely busy. This applies not only to the traditional chestnut and white mushrooms but also to oyster mushrooms, which saw their volumes double during this period. Consumer behavior is highly weather-dependent when planning menus. If the weather is bad today, demand soars; if it's warmer tomorrow, it can quickly drop again."
Michel is optimistic about the future of mushrooms. "We are positioned in a favorable market. As part of the protein transition, more consumers are moving away from meat in search of alternatives, which naturally leads them to mushrooms. They are a healthy, sustainably grown product made with local raw materials and without crop protection chemicals. Moreover, people are eating more vegetables, and mushrooms 'tick all the boxes' for what consumers are looking for. As a result, we expect demand to continue increasing in the future."
Raising awareness with André Champignons
"This is something we are actively promoting through our André Champignons brand." Earlier this year, the company began marketing its products under a new identity to increase recognition. "We aim to target younger consumers. Many people have no idea how mushrooms are grown, so we wanted to give them insight into the process. We do this via social media, the website, and a QR code that inspires consumers with new mushroom recipes. Each package includes a QR code, directing shoppers to a recipe page on their mobile. This way, they can adjust their shopping in the store to match the recipe they choose. Feedback has been very positive, and almost all of our customers have already switched to the brand."
"Since the start of the year, we've also seen an increase in sales," Michel continues. "It's rewarding to raise awareness in this way. We've long known how wonderful mushrooms are, but it's high time more people recognized this. We're happy to contribute to that. Since launching André Champignons, it has really taken off. Customers are now approaching us to switch to the brand, which is very gratifying."
Initially, products under the brand were distributed throughout Belgium, but the company has started seeing interest from French customers. "That's one advantage of Belgium being a bilingual country. Our websites and social media are already in Dutch and French, so it was easy to involve these customers as well."
Future of the blue box?
While the product's future is bright, Michel ponders the fate of the iconic blue mushroom packaging. Several Belgian retailers have joined forces with the Reusable Packaging Coalition, exploring options for packaging reuse. A pilot project in the Mechelen region is testing reusable packaging for mushrooms. Does this signal the end of the familiar blue container? "I don't think it will disappear just yet," Michel explains. "With new packaging directives, we are certainly obligated to explore reusable solutions."
"However, I don't foresee the iconic blue container vanishing anytime soon. Customers who've tried switching to transparent trays often hear from consumers that they can't find mushrooms on the shelf anymore. The blue color is so strongly associated with mushrooms that shoppers sometimes overlook them in other packaging. This recognizability is worth preserving, and many of our customers agree. The blue was deliberately chosen because mushrooms contrast best against this color."
That doesn't mean solutions shouldn't be explored, Michel adds. "It's something that needs careful consideration. You don't throw away a good idea. We already use recyclable cardboard and mono-material plastic packaging. The industry is moving in this direction, and we're taking steps too. But everyone is still searching for the right solution. Traditions don't have to be rigid, and if there's room for improvement in packaging, we're obliged to explore it thoughtfully. We're happy to contribute to progress, but we should strive to retain recognizability. Perhaps the answer lies in creating something ecological that keeps the iconic blue color. With today's marketing techniques, that should be achievable. We'll see where it leads," Michel concludes.
For more information:
Michel Lesage
Lesage Champignons
Kervijnstraat 79
8531 Harelbeke (Bavikhove), Belgium
+32(0) 56 71 22 88
[email protected] 
www.lesagechampignons.be