Smith hails cash for UK mushroom plan
The EU is to provide €1.3m in funding towards a major promotion of mushrooms on the British market as part of an initiative which is being backed by producers on both sides of the Irish Sea.
The Bord Bia-run programme, which is titled 'More to Mushrooms', has a budget of €2.6m and aims to grow consumption in Britain by 28,000t during the next three years.
The campaign is designed to counter the decline in mushroom sales in Britain.
The marketing initiative will communicate the nutritional benefits and versatility of mushrooms in cooking to younger households, health professionals and caterers.
Ireland's Agriculture Minister Brendan Smith has welcomed the EU funding for the programme, which is due to start this autumn.
Mr Smith complimented the industry on its financial commitment to marketing their product.
He also congratulated the Bord Bia team, who investigated how the range of consumers buying mushrooms might be broadened and who had drafted the proposal in close collaboration with the Mushroom Bureau, an organisation representing producers and marketing organisations in Britain and Ireland.