Since late 2018, there is a brand new label for organic vitamin D mushrooms from German soil. Under the label 'Sonny's', these organic mushrooms are now being offered in specialist shops. And after their presentation at this year's Biofach, interest is gradually growing, says Mirco Kinzel from Biopilzland.
In the first few months after its launch in the organic retail trade, the product is already quite well-known. "Considering that it's a very specialist product, you also have to show people what the benefits of these vitamin D mushrooms are. Because most Germans do not know this product as a first-class vitamin D supplier. We are currently primarily targeting organic retailers, but we can not rule out that we will be able to place this organic product within regular retail in the long run," says Kinzel.
Marco Kinzel at the booth at this year's BioFach, where the label was presented for the first time
Product with a need for information
This year, the company was present at the BioFach in Nuremberg for the first time, presenting the new Bio-Vitamin D mushrooms. The amount of interest shown by the attending visitors was amazing. The trade visitors were particularly surprised by the finding that Sonny's contain 30 times more vitamin D than a conventional mushroom and are able to withstand heat. This means they are one of the few ways vegan can take in vitamin D in this country, says Kinzel. "We have even received several requests from afar, including some from the Middle East. Because of the transport difficulties of this perishable product, however, we will remain focused on the German market for the time being."
BioPilzland produces and markets both white and brown mushrooms, although the brown cultivated mushrooms are still the most respected ones in the organic trade. The vitamin D mushrooms are marketed predominantly in units of 4 or 6. "We have found that the vitamin D fungi are still relatively unknown, which is why we have developed appropriate packaging with background information. As a result, the mushrooms on the shelf will attract more attention from customers and it will become clear what makes our mushrooms so unique.
The vitamin D mushrooms are briefly irradiated with UV light, rapidly building up the important vitamins.
Vitamin D mushrooms as a winter product
For the time being, mushrooms are still sold on cardboard trays, wrapped in plastic at the POS. In the course of the social discussion, the further renouncement of plastic is also planned here, whereby the cardboard punnet already saves well over 80% compared to plastic trays. Externally, however, vitamin D mushrooms are difficult to differentiate from conventional mushrooms. Kinzel: "If both varieties are offered separately at the POS, they look similar. This makes it more difficult cashiers at the cash register."
Although the vitamin D mushrooms are offered throughout the year, it is primarily a winter product, says Kinzel. "It's often hard for our body to absorb enough vitamin D via sun light; in the winter months or when leading an office life. That is where our Sonny's come in. Healthy, natural and of course delicious.
"In summer there are fewer people suffering from vitamin D deficiency than during winter. With our vitamin D mushrooms, everyone is able to fix their vitamin D deficiency in a tasteful way. "Of course, our mushrooms are priced slightly above conventional mushrooms. But they have a clear added value. For comparison: To meet their average daily vitamin D requirement, people would need about 2 kg of normal mushrooms compared to only 100 grams or 2-3 bio vitamin D mushrooms. There is no better sales argument."
For more informationen:
Pilzland Vertriebs GmbH
Paul-Wesjohann-Str. 43
49429 Visbek-Rechterfeld
Telephone: +49 4445 970 - 102
Telefax: +49 4445 970 - 119
E-Mail: info@biopilzland.de
www.biopilzland.de