The supply of fresh mushrooms is down five percent compared to last year. “Since new mushroom crops are planted every other day, we can match supply with demand each week,” says Mike Stephan, vice president of sales for Monterey Mushrooms, LLC. “A new crop takes 90 days to reach mature harvesting age.”
A look at one of Monterey Mushrooms' growing facilities.
Monterey Mushrooms has five growing regions for its mushrooms including California, Mexico, Texas, Tennessee and Pennsylvania. Other growing regions for the industry include Washington and Oklahoma and in Canada, British Columbia, Ontario and Montreal (Quebec).
Like many produce items, mushrooms see healthy demand at this time of year. “Each new year brings an increase in demand as many people embrace a healthier lifestyle and choose healthier options for meals at home or when dining out. So, with that increased demand, any excess in supply is quickly sold,” says Stephan. He notes that the demand will continue to be strong with increases in sales volume for most retailers that merchandise and promote fresh mushrooms and it’s expected to stay this way through Easter/Mother’s Day.
The importance of good merchandising
“We generate 3.3 percent of the Total Fresh Vegetable Dollar Sales. We’re not a vegetable but that is where they put us in these sales reports,” says Stephan. “Our biggest challenge is to get the “top of mind” or awareness needed to get purchased. Those who like mushrooms actually love mushrooms and they will enjoy adding them to any meal and be back to purchase more. We just need that little extra attention that comes from good merchandising.”
To help move more mushrooms and with promoting health in mind, Monterey Mushrooms also launched a healthy meal planner. It also introduced a new website this month that’s complete with a store locator and improved user experience. “We now have a Mega Menu and more visual elements to help customers and consumers get where they want to go,” says Stephan.
Right: Mike Stephan
Additionally, early this year, the company will make a significant change to enhance the recyclability of its packaging by incorporating near-infrared (NIR) delectable material in its black rPET tills. “Our black rPET tills are made from 100 percent post-consumer recycled materials, reducing plastic waste in landfills and contributing to a circular economy,” adds Stephan.
As for pricing, Circana (period ending 12/03/23) reports that the Average Retail Sell Price/Unit for fresh mushrooms is $3.04, which is up +0.7 percent vs. YAGO. ”However, that price is up 8 percent vs. 2-YAGO and 12 percent vs. 3-YAGO,” says Stephan.
For more information:
Lindsey Occhipinti
Monterey Mushrooms, LLC
Tel: +1 (831) 763-5355
[email protected]
www.montereymushrooms.com
