In what it says is a “bold move” to attract the next generation of mushroom shoppers and drive long-term category growth, the Mushroom Council has launched a new marketing platform and tagline: “It's Not Magic. It's Mushrooms.”
Developed with direct input from a marketing task force made up of mushroom industry leaders, the platform addresses a new target audience of emerging consumers: current light and medium mushroom shoppers whose profiles skew younger to millennial and Gen Z. The goal is to move these consumers up the purchase-frequency ladder toward heavy mushroom shoppers.
“This campaign is laser-focused on cultivating the next generation of loyal mushroom shoppers,” says Cristie Mather, vice president of marketing. “The current heavy-frequency mushroom shoppers continue to do their part in keeping mushrooms an everyday essential. However, our research shows that our medium and light shoppers are seeing mushrooms more as a special occasion ingredient and are purchasing less for everyday usage.
“This audience is made up of millennial and Gen Z shoppers, and with a change in target audiences comes a change in marketing tactics,” she continues. “We are making bold moves to grab the attention of this important audience which means how and what we communicate about mushrooms and their functional benefits has changed.”
The strategy behind the campaign reflects fresh mushroom industry alignment and an elevated investment in consumer marketing, says the council. Following an assessment increase that took effect Oct, 1, 2025, the Mushroom Council and its grower and handler members will deploy more consumer ad dollars than ever before across digital, social and streaming channels to drive trial, repeat purchase and long-term category growth.
“The task force brought real-world retail and marketing leadership together to define where the category grows fastest,” says Amy Wood, president of the Mushroom Council. “Targeting millennial and Gen Z light and medium shoppers gives us the best opportunity to build long-term loyalty and lift overall category demand.”
How does the Mushroom Council expect this campaign will move the needle on consumption?
“We've done the math,” says Mather. “If we can inspire just half of today's mushroom shoppers to add one extra purchase in a year, the category would see a $100 million boost in year over year sales,” she says, pointing to a Circana Integrated Fresh Household Panel, all outlets, for the 52-week period ending June 29, 2025. “We aim to move light and medium shoppers up the ladder to reflect the behavior of heavy mushroom shoppers and build habits that support long-term growth for the category.”
“‘It's Not Magic. It's Mushrooms.' grew from a simple insight: Younger shoppers don't want gimmicks,” says Mathers. “They want flavorful, convenient, and functional foods that fit their fast-paced, purpose-driven lives. This campaign platform is designed to be bold, authentic and attention-grabbing with a tagline that lands perfectly in short-form video, influencer voices and recipe-driven content.”
Mather says by spotlighting delicious taste, everyday convenience and the functional benefits mushrooms deliver, the platform speaks to busy millennials and Gen Z.
Key elements of the new campaign include:
- New target audience focus — Prioritize light and medium mushroom shoppers, predominantly millennial and Gen Z, to increase purchase frequency and lifetime value.
- Creative content and channels — Produce culturally relevant creative content that raises awareness of mushroom benefits, optimized for streaming and social channels.
- Influencer partnerships — Engage high-profile influencers and creators, including an Emmy-winning celebrity, to capture attention, inspire trial and build mushroom habits across meals and occasions.
- Increased marketing investment — Leverage the recent assessment increase to expand paid media and promotional support in ways that attract this busy target audience's attention.
Visit at IFPA Show
The Mushroom Council says more than a dozen mushroom companies will be attending and exhibiting at the International Fresh Produce Association's Global Produce and Floral Show in October. Attendees can visit the Mushroom Council in the Grand Plaza outside the Anaheim Convention Center (booth No. GP8) to get a first look at “It's Not Magic. It's Mushrooms.” They can also explore what's ahead for 2026 and see how the council is ready to support at retail.
