Start looking for fresh mushrooms in pink packages at your local supermarket and natural/organic food store.
In honor of National Breast Cancer Awareness Month, mushroom growers across the country will display their fabulous fungi in pink containers.
Since 2002, the Mushroom Council has provided more than $700,000 in grants for lab studies and pilot clinical trials to the City of Hope, whose researchers were among the first to identify mushrooms’ potential role in preventing breast cancer. This year, the council will contribute $50,000 for extended studies.
Going pink allows retailers to showcase their dedication to the communities they serve. Last year, the promotion helped increase fresh mushroom sales by 12.5% (pounds sold).
According to a survey conducted by Rose Research, consumers identified mushrooms as their third favorite vegetable, ahead of top performers like corn, asparagus and carrots.
Photo courtesy of the Mushroom Council