"Wild mushrooms need autumn weather conditions; it mustn't be too dry," says Pieter Lenaerts, Managing Director of Fresh Mushroom Europe (FME), a Belgian company that focuses on growing and offering mushrooms, convenience solutions, and wild mushrooms from around the world. Autumn weather affects mushroom consumption, too, adds colleague Matthijs Verburg. "It's better for us when the weather's somewhat wetter and more inclement; then, instead of, say, a salad, people eat richer foods and more mushrooms. That's especially true in countries with a true game season, such as Belgium or France. Game and wild mushrooms combine nicely," says Matthijs.
Wild mushroom season begins in late August, and the supply varies widely, depending on what Mother Nature offers. That presents a challenge for retailers and restaurants accustomed to a continuous supply. FME tries to optimize its assortment by partnering with multiple suppliers and having a keen insight into growing conditions. They stress the importance of freshness and availability, supported by their branches in France and Spain, to ensure a regular supply.
Pieter points out that it is not only critical to have a good overview of the wild mushroom supply, the timing of initiating sales is also vital. The same applies to ending sales, notes Matthijs. "It's very tempting to go on for longer. But the season ends at some point, and the quality of mushrooms deteriorates. Then you shouldn't want to sell anymore. You have to start and stop at the right time."
Wild mushroom sales are largely demand-driven and will, thus, FME expects, remain a niche product. The company, however, foresees the mushrooms category growing as a whole. "In several countries we're very focused on that, so have seen significant growth in the past year," Pieter says. "In Spain, where we're increasingly doing more of our own cultivation, and in France we're positioning ourselves with the whole range - wild, cultivated, and Asian mushrooms - in the Rungis market. We're among the only specialists trading solely in mushrooms," he concludes.
The protein transition, though a long-term process, also offers opportunities. Arie Verburg, FME's owner, sees a task for the sector in promoting mushrooms as a basis for meals, despite the challenges compared to other products like vegetables and meat substitutes.
Fresh Mushroom Europe
Riyadhstraat 41
B-2321 Meer (Transportzone), België
+32 (0)3 317 18 19
[email protected]
www.fme-nv.com