Paul Wilson, President of the European Mushroom Producers Group (GEPC), recently emphasized that mushroom consumption in Europe could nearly double. Speaking at the Pieczarkalia Mushroom Industry Conference held in Poland last week, Wilson highlighted the stark contrast in mushroom consumption across Europe. In countries like Ireland and the UK, per capita consumption exceeds 3 kg annually, while the European average sits at just 1.3 kg per person.

Wilson’s message was: “If the mushroom industry remains inactive, consumption may not only stagnate but begin to decline.” He stressed the importance of a collective effort from mushroom producers to promote their product and grow demand.

The European Mushroom Producers Group (GEPC), representing growers from ten countries responsible for over 95% of Europe’s mushroom production, has taken significant steps in response. In 2023, they received funding from the European Union to launch a promotional campaign aimed at increasing mushroom consumption, particularly targeting younger generations.

With a projected population of 449.2 million people in the EU by 2024, the mushroom industry has a significant opportunity for growth. Currently, mushroom consumption in the nine target countries averages 1.3 kg per capita. However, the potential is far greater. Wilson envisions a future where European consumption matches that of Ireland and the UK, where people consume over 3 kg annually. This increase could drive demand to over 2 million tonnes per year.

Poland, the largest producer of Agaricus mushrooms in the EU, plays a pivotal role in meeting this demand. The country produces 300,000 tonnes annually, making up 56% of the EU’s fresh exports. Alongside the Netherlands and Ireland, these countries produce 84% of intra-European mushroom exports.

To capitalize on this market potential, the European Mushroom Producers Group has secured a €5 million investment over the next three years for promotional campaign “European Mushrooms: the hidden gem”. The campaign primarily targets millennials, both those without children (aged 26-32) and those with young children (aged 32-41). This demographic is seen as key to driving long-term growth in mushroom consumption.

The sector currently includes around 2,400 mushroom growers, employing 47,000 people across Europe. By increasing awareness of mushrooms’ health benefits and sustainability, the campaign aims to position mushrooms as a go-to choice for eco-conscious and health-minded consumers.

At the heart of the campaign are messages about mushrooms’ health and environmental benefits. Wilson emphasized that mushrooms are rich in nutrients and are excellent for boosting the immune system. As consumers increasingly prioritize plant-based, healthy options, mushrooms fit perfectly into this trend.

Moreover, mushroom farming is inherently sustainable. The process operates in a closed-loop system, where by-products are reused as fertilizers, making it one of the most eco-friendly forms of food production.

While the promotional campaign is set to last three years, Wilson underscored the importance of long-term efforts. He suggested that over the next decade, ongoing promotions will be essential in keeping mushrooms at the forefront of consumer choices. The goal is not only to meet domestic demand but to also outshine imports from countries like China and the United States, solidifying Europe’s position as a global leader in mushroom production.

With growing support and a clear market opportunity, the European mushroom industry is poised for significant growth in the coming years. By working together, producers across the continent can help double consumption and ensure mushrooms remain a staple in European diets.

Stay tuned for more updates on the European Mushroom Producers Group’s campaign and their efforts to boost mushroom consumption across Europe.