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Encouraging UK and Ireland to eat more fungi

Made with Mushrooms reveals partnership with Melissa Hemsley

The UK and Ireland Mushrooms Producers is launching a new campaign to support their Made With Mushrooms platform, which inspires the nation to cook new and flavourful food that highlights the versatility of mushrooms in recipes.

Today, the company has announced its first collaboration with the multi-talented chef, author, and sustainability advocate Melissa Hemsley, to show consumers just how easy it is to incorporate nutritious and tasty mushrooms into an array of meals.

Melissa is part of the iconic Hemsley sister duo who are well-known in the UK. To her 182K followers on Instagram, she recreates healthy and inspiring dishes that be easily made at home.

The partnership with the passionate foodie will be focus on encouraging more people to create vegetarian dishes and will be amplified through PR, social media and digital activity.

Due to her strong sustainability ethos and appealing to a wide audience, whilst having resonance with Gen Z’s, Melissa will be championing the humble mushroom, helping shoppers to eat seasonally and keep food miles down.

As consumers continue to seek out better tasting, healthier and fortified foods, The UK and Ireland Mushrooms Producers want to inspire and educate people on why they should eat more mushrooms, as just eight mushrooms a day will deliver 100% of your RDA for vitamin D and Omega-3.

Mushrooms have proven to be a hero, versatile ingredient used in home-cooking, witnessing a large surge in sales over the pandemic due to their health credentials. Kantar data has recently seen total volume sales of mushrooms in the UK rising by 19.5% in comparison to the previous year, outperforming other vegetables in the category.1

This is not only due to their affordability, sustainability and notable health credentials, but when cooking with mushrooms, the whole mushroom including the stalk can be cooked, making them the ideal ingredient providing zero food waste.

As part of the campaign, Melissa Hemsley has been tasked by the UK and Ireland Mushroom Producers to write her own love letter to mushrooms – showing her audience why she loves the popular vegetable and why the nation should too.

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