This website is part of the “European mushroom: the hidden gem” campaign, a communication campaign co-financed by the European Commission, that aims to highlight the benefits of European mushrooms amongst millennials, with and without children, a critical audience for fruit and vegetable consumption.
Launched by the GEPC (European Mushroom Growers’ Group) in 2023, the campaign, worth €5 million, targets 9 European countries (i.e. Belgium, France, Germany, Hungary, Ireland, Italy, Netherlands, Poland and Spain). Through a strong focus on 5 key communication pillars (taste, health, versatility, affordability and sustainability), consumers are informed about the many benefits of European mushrooms as part of a healthy and balanced diet.
To put European Mushrooms in the spotlight, an ambitious three-year plan has been developed, as an integrated digital campaign (incl. this website, social media channels (Instagram, Facebook, TikTok, YouTube), promotional videos) with local initiatives developed in each country (partnerships with national ambassadors, influencers, media, organization of events).
To know more, follow the campaign on our social media!
