Members of the German Federation of Mushroom Producers (“BDC”), in the framework of the 64th annual meeting of the association, which was held in Lech at the end of September 2012, unanimously supported the idea of extending the campaign aimed at improving public awareness of the benefits of edible mushrooms and maintaining the image of these products .
The above-mentioned campaign, launched in 2010 on the basis of the Internet portal created at that time www.gesunde-pilze.de, who took upon himself the responsibility of promoting the “mushroom to the masses” and creating a positive image of mushroom products in the media through constant contact with the media, creating popular science films about mushroom growing and implementing a number of other interesting ideas.
The advertising campaign led by Grüne Medienhaus, the Green Company, began with building partnerships with a number of government agencies and public organizations, and only then came into direct contact with the press.
Since the launch of the site www.gesunde-pilze.de it was visited by almost 50,000 visitors.
Particularly noteworthy growth rates have been noted recently. Over the past few months, the number of site visitors has increased twenty times.
A decisive role in creating a positive image of edible mushrooms is played by regular work with the press, within the framework of which BDC reached more than five million readers who are potential consumers of mushroom products (data for 2012).
“Thanks to our coordinated marketing efforts, we have created a powerful tool to improve the image and promote cultivated mushrooms,” says BDC Chairman Franz Schmaus.