Greetings, produce professionals, and welcome to the produce department!
September now is in full force and with it come some pretty cool things. It is the official changing of the seasons, the leaves start to fall, the weather gets a little cooler — and yes, we can all celebrate a little more in the produce department, as September is … mushroom month! That's right, it is time to master the mycelium and have some fun with fungi!
So, talk about a cool category and one that continues to surge in sales! It seems like everyone is eating mushrooms. And why not, right? Their extreme versatility in cooking and the myriad of health benefits that come with consuming mushrooms are the two main reasons why. Now more than ever people are picking up packages of mushrooms to help boost their immune systems as much as to use them in blends, salads, soups — basically anything made for dinner. Mushrooms are really just becoming that popular.
I, personally, am a complete mushroom head. I love — and I do mean love — mushrooms and I have never shied away from trying any new varieties, all the way into the super-cool foraged varieties found in many states in New England and on the West Coast. Some of these have the coolest names, too — hedgehogs, porcini, chanterelles, and, my personal favorite, the chestnuts. Foraged mushrooms are a fascinating science and a topic within a topic, so for the sake of everyday SKUs we will stick to commercially grown greatness.
So, what are some best practices in maximizing the sales for this super strong produce category? How can you take a once largely shunned product that was nestled in your cases and put it in every cart that touches your department floor?
Mycelium mix
First and foremost, to get the most out of mushroom sales, a great variety is needed in your sets. Sure, whites still rule the category but the browns (crimini, portabella, shiitake, etc.) have really surged over the past couple of years. I have seen in some areas where criminis (baby bellas) outsell the white mushrooms. I would recommend carrying both whole and sliced in the varieties available to provide a convenience choice for your customers.
Carrying two sizes of your most popular variety also adds depth to the category. And let's not forget the more “exotic” varieties such as beech, maitake, trumpets and lion's mane — all cool mushrooms that add a nice mix to your sections. With so many new recipes out now that include exotic mushrooms, being full and ready with a great mix is a great way to grow sales.
Back to bulk
After the pandemic hit, the focus in this category was primarily on consumers going to packaged product, and for a variety of reasons. There are now more and more stores that have brought back the loose mushroom section or are close to doing it, but these do require a bit more care. Ideally these mushrooms should be in enclosed plastic containers to keep the air from hitting them. The air from the cold cases will often dry out uncovered mushrooms. With stores that have higher volume and bigger bulk purchases, this normally will not be a problem. Stores with lower volume, however, should look at controlling pack-out when possible. There are a couple of nice display options out in the market for these, so doing some research on which one fits your needs and shelving should be quick and easy.
Always be sure to have tongs by your displays for the ease of picking up out loose shrooms. A cool practice when packing out loose mushrooms is to “cap” them when putting out on display. This is a practice of taking the top row and putting caps out. Visually, this is a neat and tidy look.
See me crimini
Make sure your mushroom sections are in a great sightline in your department. A good spot for them is normally with the salads or pepper/dry veg sections. I have found that the blocking method (up and down in the same 4, 6 or 8 feet) is the best way to merchandise mushrooms as it keeps the product right in front of the customers all in one spot. It also allows for a clear spread on the packs and shows off the variety nicely.
Mushroom 101
It is important for everyone to know the different flavors and textures that each variety of mushrooms bring. Be sure to have your staff study the varieties and be on point with shroom knowledge in case they are asked about the flavor and texture profiles or what each variety pairs the best with.
Having a recipe or two memorized is also a good idea and will offer a cool meal suggestion for your customers if they are unsure of what to make for dinner tonight.
Celebrate shrooms!
Finally, create a cool event in your department putting the spotlight on mushrooms, and with this being Mushroom Month, now is the perfect time to do just that! Get creative with your thinking and build some cool and fun displays.
Remember, mushrooms ideally should be kept in refrigeration; however, capped whites and browns, if the price is right and volume is there, can be out for a few hours at a time when product is turning quickly. I have worked a couple of promotions that have done amazing with this practice and introduced many new consumers to different varieties as well as completely boosted overall category sales. Exotic and sliced, however, should be kept in the cold as these are more temperature sensitive.
It is a good idea to promote at least one variety of mushrooms in every ad and create some buzz with social media posts highlighting your displays and a cool recipe featuring mushrooms.
So, let's go make mushrooms a focus this month and boost those category sales. Remember that mushrooms are one of the highest growing categories in the produce department right now, so capitalizing on the trends now will lead to long term success.
Brian Dey is the senior merchandiser and natural stores coordinator for Ephrata, Pa.-based wholesaler Four Seasons Produce. He's an industry veteran with a serious passion for helping produce teams to achieve great presentation and results in their departments.