Stalker was intrigued by one report out of the USA that would seem to suggest that fresh mushrooms can impact on a shopper’s behaviour.
The basic premise is that if a supermarket or general store displays ,mushrooms in their fresh food section then this can have a halo effect and encourage customers to purchase more of other fresh produce.
"Produce managers can exercise some control over consumers' view of their produce department through the quality and assortment of products they keep on their shelves," Bart Minor, president and chief executive officer of the Mushroom Council, said in the press release.
"The results from this study demonstrate the halo effect that mushrooms have on the entire produce department and the role they can play in generating retail sales."
Fresh mushrooms are one of the higher profit-per-square-foot items in the entire produce department, according to an AC Nielsen study, and consumers who purchase fresh mushrooms have a basket size that is more than double the value of a shopping basket without mushrooms.
"Mushrooms are a top showcase category among other leading produce categories, and these findings indicate that they can significantly impact the overall image of the produce department, and ultimately drive overall store sales."
Of course this comes from the Mushroom Council - they would say that wouldn’t they.
But it is intriguing nonetheless, if at times suspect due to the gobbledegook retail jargon employed.
Save your halo effect for the saints and prophets, and your top showcase category speaks for the likes of the Balmoral Show or Crufts.
