The Canadian government will invest of up to $265,375 to help Mushrooms Canada promote and educate Canadian consumers on the nutritional benefits of fresh mushrooms, as well as to conduct a market development assessment of the Japanese market.
Mushrooms Canada'sBlend and Extend campaign promotes incorporating mushrooms in meat dishes to bring another serving of vegetables to the plate, add volume to meals, and extend portions. Mushrooms Canada has partnered with beef producers to promote the campaign.
"The Government of Canada proudly supports Mushrooms Canada to develop and capture new markets both in Canada and abroad. This investment will help promote healthy food choices for consumers, support economic prosperity for Canada's mushroom growers and processors, create jobs and foster long-term growth for the sector and all Canadians," says Peter Fragiskatos, Member of Parliament for London North Centre
"This investment allows Mushrooms Canada to study the Japanese market potential for Canadian mushrooms; in addition to increasing the domestic consumption through the promotion of the blend-ability of mushrooms into meat protein dishes already loved and consumed in Canada," added Ryan Koeslag, Executive Vice President, Mushrooms Canada
The mushroom industry in Canada generates $417 million annually and is among the world's top exporters of mushrooms – totalling over $220 million in 2016.
Source: markets.businessinsider.com
