By Ian Neubauer

Australian Mushroom Growers (AMG) is inviting pubs, bars, clubs and restaurants to participate in its annual Mushroom Mania campaign.

Now in its sixth year, the campaign is geared to drive mushroom-loving customers to the tables of participating venues in the month of June through advertising on radio and in print media, as well as editorials in leading food publications.

Mushroom Mania is one of the fastest growing fresh-food publicity campaigns in Australia. In 2005, over 800 restaurants, clubs and pubs registered Australia-wide. By 2007, the number had mushroomed to over 1400.

According to AMG, 50 per cent of last year’s participants reported an increase in sales of mushroom dishes in June. Chefs said some of their most creative and simple classic combinations of mushroom varieties were bestsellers on the menu.

“Thanks to headline-making research and the increasing focus on nutrition, the secret is out: mushrooms are energy rich and are the great all-rounder,” AMG said in a statement.

Representatives from participating venues are also invited to attend AMG’s annual mushroom farm walk tour in April. For details on tours to be conducted in your state, or to register with Mushroom Mania, click here.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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