The Blend at Retail Increased Sales Increased Value Finely chopped mushrooms blended seamlessly with ground meat The Council may be able to assist you in developing your Blend program. Please contact Steven or Katie prior making your retail sales call to find out more. Contact information on last page.

Finely chopped mushrooms blended seamlessly with ground meat 2015 Retail Introducing… The Blend Finely chopped mushrooms blended seamlessly with ground meat

2015 Retail Target: Up to 100 Million Transitional Meat Consumers More consumers are cutting back on red meat than any other type of meat (39%)* Number 1 reason: “I’m trying to eat healthier and that means eating less red meat” (57%)* 78%* of meat consumers are putting “Some” or “A Lot” of effort in making healthy and nutritious meat choices This group is comprised of 50% of consumers 18-34 years old and 60% of consumers ages 55-65+, all of whom are “health aware” and concerned with food and their health *Source: Mintel, U.S. Red Meat, Sept. 2013

2015 Retail Nutrition Information:   A U.C. Davis study shows that many guests prefer the flavor of meat-mushroom blended concepts. Several major foodservice chains are proving that they can now serve healthier versions of guest favorites without sacrificing taste. Here are some examples of fewer calories and fat based on some foodservice recipes: Using a combination of mushrooms and beef brings a ½ serving of whole grains, more than ¼ cup vegetables and 1.25 oz. meat to each portion.

2015 Retail What’s in it for You? First-to-market with an innovative, on-trend culinary concept Spotlights your perimeter: foodservice, deli, meat and fresh produce departments Potential cost savings, reduced shrink and increased sales Health benefits for consumers

2015 Retail The Blend Program Benefits Retailer: New “Healthy for you” value-added product offerings in deli, foodservice and meat departments New culinary appeal for foods like burgers, meatloaf, meatballs and tacos Potential cost savings by replacing a portion of proteins with mushrooms Or offer increased portion size Potential to reduce shrink in the produce department Appeal to your customers’ desire for convenient, easy ways eat healthier

2015 Retail The Blend Program Benefits: Consumer: Easy way to change one’s diet with little-to-no effort while improving taste Improved flavor (through umami-rich mushrooms) Enjoy iconic foods like burgers, meatloaf, meatballs and tacos while reducing calories, cholesterol, fats and sodium Turkey burgers are improved through the addition of moisture that mushrooms provide Perfect for Gluten Free diets Your stores make healthy changes easy and easy and convenient for your customers

2015 Retail Pilot Program Support We will support The Blend program in your stores with promotional materials, employee education, recipe/concept development, in-store sampling and more

2015 Retail Support: Add your support list here (See examples below) Strategic planning and support Mushroom and The Blend Expertise Pilot planning Sales collateral/resources development Point-of-Sale materials for pilot stores – highlighting consumer benefits Artwork files available for you to customize Custom artwork development available Digital printing available (limited) Mushroom and The Blend research and information Consumer Nutrition Foodservice Mushroom factsheets and recipes

2015 Retail In-Store Activities: Add your support list here (See examples below) Cooperative planning, development and support for in-store promotional activities

2015 Retail Nutrition Expertise Nutrition information and materials for Registered Dietitians participating in the pilot program The Blend Toolkit available for Registered Dietitians Plain-English nutrition “talking points” for store staff members involved Turns complex nutrition messages into relevant and easy to understand documents for staff and customers

2015 Retail Public Relations Add your support list here (See examples below) Amplification of The Blend promotion success in local and trade media Social Media content and microsite with The Blend promotional materials

2015 Retail Goals: Introduce The Blend to consumers Provide healthier eating options for consumers Increase mushroom sales and consumption Work with you to gauge the effectiveness of the various support elements and their overall impact on sales performance

Are You Ready to Get Started with The Blend? 2015 Retail Are You Ready to Get Started with The Blend?

2015 Retail To learn more about The Blend, or how to bring this exciting new program from the Mushroom Council to your stores, contact: Steven Muro OR President Fusion Marketing Steven@Fusion-mktg.com 818-718-8084 Ext. 205 21049 Devonshire Street, Ste. 102 Chatsworth, California 91311 Katie Preis Marketing Manager Mushroom Council   kathleen@mushroomcouncil.org 408-432-7237 1284 Gap Newport Pike Avondale, PA 19311