A GEPC Promo meeting was held on September 15, 2026, where a second European mushroom promotion program was discussed.
The European Mushrooms (‘Sushmush’) campaign launched in 2023 by the European Association of Mushroom Growers (Groupement Européen des Producteurs de Champignons) to promote mushroom consumption in nine European countries (Belgium, France, Germany, Hungary, Ireland, Italy, the Netherlands, Poland and Spain) ended in December 2025.
It was long uncertain whether this first pan-European campaign would be followed by a second, but GEPC has now confirmed to Mushroom Business that the European mushroom sector plans to submit a 2nd promotion program to the 2027 EU call to reinforce and enlarge the actions first conducted during the Sushmush program.
“We are currently discussing the framework of this 2nd program with the participating countries. There is a large consensus on the objective to increase mushroom consumption based on frequency of purchase of consumers aged 25-45 years old. The main communication theme will be taste and inspiring occasions to use mushrooms in a more plant-based diet. Local flexibility will apply whenever possible, regarding EU rules” said Réjane Mazier of GEPC.
GEPC Promo will work on the mushroom program until April 2027 which is the deadline to submit to the EU. If selected, the mushroom promotion actions will start in January 2028.
In the picture: one of the foody events during the first campaign.
