"While white mushrooms are declining in sales, we are seeing slight growth in chestnut mushrooms. In some countries and sales channels, chestnut mushrooms are already outselling white mushrooms. We view this as a positive development, as chestnut mushrooms have an appealing appearance and retain more volume after cooking, leaving consumers with more mushrooms on their plates," says Noud van den Broek, commercial manager at Banken Champignons.
"We are also seeing a strong increase in sales of exotic mushrooms such as oyster mushrooms and shiitake. These products continue to prove their potential, and consumers are increasingly inspired to prepare flavorful dishes using these varieties. More people are exploring their culinary possibilities and diverse flavors. Additionally, the health benefits of these mushrooms are being recognized more often. We continue to develop convenience concepts featuring exotic mushrooms, which is a positive development for every link in the supply chain," says Noud.
Price sensitivity of white mushrooms
"After the festive season, which had a well-balanced supply and demand, and during which we sold a large volume of mushrooms, the start of the year is traditionally a bit quieter," says the commercial manager. "However, thanks to several promotions, demand has remained relatively strong this year. Promotional campaigns for mushrooms are occasionally necessary to sustain growth in this category. This is partly due to the fact that retail prices have not increased in stores. Unfortunately, mushrooms—especially white mushrooms—are an exception in this regard due to their price sensitivity. Despite a slight rise in supply chain costs in 2024, the selling price per kilo in Dutch supermarkets has not increased accordingly."
When asked about the development of organic mushroom sales, the commercial manager notes, "There is a clear difference between standard mushrooms and exotic varieties. Growth in organic sales for white and chestnut mushrooms remains low. However, for exotic mushrooms, especially in the Netherlands, there has been a significant shift towards organic in recent years. As a result, most of the growth in organic mushrooms is occurring in the exotic category. We have actively contributed to promoting healthier and tastier organic mushrooms."
Shorter supply chains
"In general, we are seeing supply chains becoming shorter, with our growing locations increasingly linked directly to our customers. In many neighboring countries, demand for locally grown products remains strong. This can put some pressure on the export market. However, the major markets in surrounding countries still lack sufficient production to be self-sufficient in mushrooms. Due to risk diversification and the strong price-to-quality ratio of Dutch mushrooms, many large foreign retailers and food service companies continue to import mushrooms from the Netherlands. At the moment, we do not see any major shifts in this trend."
Noud expects product availability to become a more pressing issue in the future. "The number of mushroom producers in both the Netherlands and Poland is decreasing significantly. Many smaller growers also have outdated facilities. Additionally, labor shortages and the rising cost of employing migrant workers for harvesting are becoming greater challenges. This is why we are actively exploring the potential of automation in mushroom harvesting to ensure long-term product availability."
For Banken Champignons, adapting to the trend of shorter supply chains and strengthening partnerships with existing major customers is a key priority. "Together with our customers, we want to bring the tastiest, highest-quality, and most sustainable mushrooms to consumers. This is only possible if we maintain the right balance between costs and investments, thereby achieving the best price-to-quality ratio. We ensure a sufficient supply for our long-standing customers, with whom we have built strong relationships over many years. Together, we invest in both our partnership and the future."
Champbased concept
According to Noud, the most significant mushroom innovations are occurring in the areas of plant-based food and convenience products. "We are constantly identifying new ways for consumers to incorporate mushrooms into their diets—whether for breakfast, as a snack, as a vegetable side dish, or as a meat or fish alternative. In response to these trends, we launched our Champbased concept: dishes where mushrooms take center stage on the plate. We presented this concept to the public at the most recent Fruit Logistica. Additionally, we continue to innovate for seasonal moments such as barbecues and Christmas."
"In terms of sustainability, reducing our carbon footprint remains a top priority. We are prepared to report in accordance with CSRD guidelines and have committed to the SBTi to combat further global warming. Within our own supply chains, we monitor our CO₂ emissions closely and are actively pursuing various initiatives to reduce them. Our main focus areas include improving energy efficiency and minimizing the use of peat soil in mushroom cultivation."
European promotion campaign
Banken Champignons welcomes the European mushroom promotion campaign. "This campaign, organized by the GEPC, aims to raise awareness of European-grown mushrooms. It has been a well-executed campaign with a broad reach and excellent visuals. I believe it has successfully highlighted the versatility of mushrooms in different cuisines. The only challenge is that consumers do not always recognize Europe as a specific place of origin. At the same time, however, the European approach is what gives this campaign its strength and broad reach.
"The response to this campaign further confirms that fresh mushrooms remain a major trend. Many young consumers are conscious about their diets, and mushrooms fit perfectly into this lifestyle! As a result, the market outlook remains strong, with continued growth expected. To support this growth for our partners, Banken Champignons will continue to expand its production and processing capacity in the coming years. Our compliments go to the organizers of the European promotional campaign!"
For more information
Noud van den Broek
Banken Champignons
Tel: +31 24 36 67 451
[email protected]
www.bankenchampignons.com
