“They make everything taste so good” - so says the man making a stew in the new Sainsbury’s advert on telly this January.
It’s a healthy plug for the fresh produce with plenty of mushrooms tumbling about, looking lovely and white and just ready for using in your next culinary adventure.
These wee televisual plugs most probably do translate into increased sales for fresh mushrooms.
Perhaps there's been a wee input there by the mushroom bureau too, or Bord Bia - we can only speculate.
