Summer is the time of year when people start buying local, seasonal crops. In line with BBQ season, items like sweet corn and watermelons are often part of in-store promotions. "Why not include mushrooms in these promotions," says Devon Kennedy with Highline Mushrooms. "They are great for grilling and very versatile as they go well on a skewer or can be sauteed." In addition, they serve as a meat replacement. Portobello mushrooms and white caps for instance lend themselves well as a burger replacement.
Grill caps.
Typically, mushrooms see the highest consumption levels around Thanksgiving and Christmas as they are a key ingredient in turkey stuffings. However, Highline is advocating for mushrooms to become a go-to staple in summer and become a key ingredient during grilling season.
In addition, mushrooms have recently been honored as a superfood because of their health benefits. They contain antioxidants, but also have antibacterial and immune stimulating properties, benefitting health. Mushrooms are linked to improving cholesterol levels, boosting heart health, and increasing immune defense. Apart from a grilling ingredient, their versatility makes them a healthy ingredient for breakfast, lunch, and dinner.
Portobello mushroom burger serving as a meat replacement.
Promotions
While mushroom consumption typically declines after winter, a recent market update from Highline shows that mushrooms' share to the total produce department has held stable in the past few months. With consumers still being price sensitive, they are purchasing mushrooms on promotion more than ever. "In addition to in-store promotions, cross-promotions are an important driver of consumption," commented Kennedy. "Putting mushrooms in the meat department or adding herbs to a mushroom display will get people thinking of alternative ways to prepare them."
Low carbon footprint
In addition to their health benefits, mushrooms are also a sustainability source. "We have optimized our growing process to reduce water evaporation in our growing rooms. As a result, we can produce one pound of fresh mushrooms using just about six liters of water, which is significantly less compared to what other fruit and vegetable varieties require," Kennedy commented. Some open field crops take as much as 130 liters of water to grow. In addition, state-of-the art growing technology has enabled Highline to significantly reduce energy consumption while maintaining high productivity. "We also take pride in our small carbon footprint," Kennedy said. "It really sets us apart from other food sources." According to a report from SureHarvest, mushrooms have just 0.5 kilograms of CO2e per pound of food consumed. For chicken and pork, these numbers are 3.1 kg. and 5.5 kg. respectively. A serving of mushrooms equates to only 0.08 kg. of CO2 emissions, with lentils being the only food item that has a lower per-serving CO2 emission.
For more information:
Devon Kennedy
Highline Mushrooms
Tel: (+1) 604-534-0278
[email protected]
www.highlinemushrooms.com