Using The Meat and Mushroom Blend to Meet Consumer Trends and Prove ROI Kara Lydon, RD, LDN, RYT On behalf of The Mushroom Council Proving ROI Is Key •  U.S. retailers are ﬁghGng for proﬁtability •  Retailers facing great pressure and number of challenges to improve their boIom line •  How can retail dieGGans push healthy choices while sGll improving volume and the boIom line? Photo Credit: FashionSunrise.com The Blend •  Healthier opGon that’s not a sacriﬁce – a surprising, welcome soluGon •  Blending meat and mushrooms together to allow consumers to enjoy healthier versions of the recipes they love •  Burgers, tacos, meatballs, meatloaf, pasta sauces, etc. •  Totally customizable – any type of mushrooms with any type of meat The Blend Meets Consumer Trends Fusion (taste) Health How can you deliver on all of these requirements together? Meat demand Convenience Sustainability Quality Value Fusion Trends Photo Credit: Applebee’s Photo Credit: California Pizza Kitchen Photo Credit: MaIhew Mead/AP Photo Credit: Kikkoman Photo Credit: Canadean Fusion Meets More Veggies Trend Photo Credit: Bush’s Baked Beans Photo Credit: Marilyn K. Yee/New York Times Photo Credit: Americano Restaurant Photo Credit: Lisa Hubbard/Bon AppeGt Photo Credit: Bush’s Beans Photo Credit: Samuel M. Simpkins/The Tennessean Photo Credit: Samuel M. Simpkins/The Tennessean Health Trends •  Two Groups: –  Organic, knowledgeable, capable of managing diet, nutriGon and exercise –  Average American struggling to make sense of things and imperfectly change behavior Our Target Audience: The TransiGonal Meat Consumer (TMC) • 
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78% of meat consumers are pu_ng “some” or “a lot” of eﬀort in making healthy meat choices Two diﬀerent types of consumers reducing red meat: –  those concerned with health (TMC) –  those trying to save money TMC: 50% younger consumers (18-‐34 yrs) and 50% older consumers (55-‐65+ yrs) –  Millennials will have more buying power than any other age group 83% of populaGon consumes ground beef and 39% of meat consumers are eaGng less red meat  32% of populaGon is our TMC – that’s 100M people! Struggle with how they will actually eat healthier Photo Credit: Stockphoto/NPR Health Beneﬁts of The Blend •  2014 study found that blending meat with mushrooms enhanced ﬂavor and nutriGon •  TradiGonal ground meat recipe prepared with mushrooms and meat can: –  Reduce calorie intake –  Add nutrients like vitamin D, potassium, B vitamins, anGoxidants –  Maintain ﬂavor while reducing sodium intake by 25% •  Enhances overall ﬂavor because of umami Percent reducEon when compared to all beef original recipes Mushroom: Calories Meat Meatballs 20:80 26% Fat Sodium 39% Saturated Fat 50% 8% Burgers 30:70 35% 33% 37.5% 28% Tacos 20:80 41% 50% 57% 39% Meatloaf 30:70 19% 17% 47% 14% Chili 30:70 25% 15% 53% 38% Results Hosted 36 events Reached 4,000 consumers Mushroom sales increased 17% Increased sales of ground meat and hamburger buns •  100% of tasters would recommend Fresh SelecGons white mushrooms and Kroger’s ground sirloin • 
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Goals for Blend Pilots at Retailers •  Introduce The Blend to consumers •  Provide healthier eaGng opGons for consumers •  Increase mushroom sales and consumpGon •  Work with retailers to understand the eﬀecGveness of Council’s support and impact on sales • 
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Support From The Mushroom Council Strategic planning Mushroom and Blend research/informaGon PromoGons Point-‐of-‐sales materials Retail DieGGan Toolkit Talking points for staﬀ How Do You Prove ROI •  IntroducGon of new value-‐
added product oﬀering in the deli •  Cost savings •  Reduce shrink •  Support retailer’s commitment to health & wellness •  Retain customer loyalty How Can YOU Help? •  Be an advocate for The Blend •  Educate retailer, staﬀ, and shoppers on nutriGon beneﬁts of The Blend •  Sell-‐in pilot program and manage execuGon •  Lead in-‐store demos •  Promote The Blend to shoppers through various channels Thank You! Please visit us at the Marketplace tomorrow to learn more about The Blend and pilot programs. QuesGons? [email protected]