Consumer demand for fresh mushrooms is strong – Rose Research finds mushrooms ranked as consumers’ third favorite vegetable – making them a reliable value generator for the produce department. As a top “showcase” category, mushrooms can significantly impact the overall image of the produce department, but the key to increased sales lies in proper merchandising and cold chain management. By following a few simple best practices, fresh mushrooms can be a transaction builder at retail and produce a halo effect on the entire produce department.

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