Paris, 21st September 2022
To the European mushroom sector on behalf of the Board of the GEPC Promo association
Dear all,
On behalf of the Board of the GEPC, I write to update you on our recent successful application to the European Union to fund a marketing campaign promoting the attributes of mushrooms to consumers within the EU market.
We submitted a hugely ambitious application and are delighted to have been selected following a highly competitive process. Subject to closing out the application in the coming weeks, this grant will represent the single largest award for the promotion of any fruit and veg within the EU over the next 3 years.
This is a tremendous endorsement of the health and sustainable attributes of our small but highly progressive sector.
Background and participating countries
Under the auspices of the GEPC and mushrooms growers’ organisations from Belgium, Spain, France, Germany, Hungary, Ireland, Italy, the Netherlands and Poland, we came together in early 2022 to work collectively and submit via the GEPC Promo association a 3-year mushroom promotion campaign to the 2022 EU call for agricultural products.
The budget for this project is €5,000,000 in total over the 3 years. Under the terms of the call, approved campaigns are cofunded on an 80:20 basis, with the industry providing 20% of the expenditure and the European Union providing the remaining 80%.
We have attached a brief summary outlining the objectives, target audience and governance of the campaign.
Next steps
After consultation with the GEPC representatives and the participating countries, it was agreed that the optimal way to administer the mushroom sector contribution of €1,000,000, was through a levy on Agaricus spawn sales.
It is proposed to start collecting the levy of €0.04/litre on spawn sales commencing 31st of October 2022.
In conclusion, we believe this is a unique opportunity for the sector to work together, to grow the market for mushrooms, to the benefit of the entire European mushroom sector!
On behalf of the Board and all participating countries, I would like to take the opportunity to thank you for your support and look forward to working together over the coming 3 years as we promote mushrooms to a wider audience.
Paul WILSON
President of the GEPC Promo
