€210k funding to promote Irish mushrooms in the UK announced
Funding, which will go towards the promotion of Irish produce in the UK, is part of a €3m scheme of Investment Aid for the Seed Potato Sector
16 June 2022
Some €210,000 of funding from the Brexit Adjustment Reserve (BAR) fund to support the Irish mushroom sector has been announced.
The funding, which will contribute towards the promotion of Irish produce in the UK, is part of a €3 million scheme of Investment Aid for the Seed Potato Sector, as announced by the Department of Agriculture, Food and the Marine. The scheme is open for applications.
The Irish mushroom industry relies on the UK export market for 85% of its sales. Annually, 60,000 tonnes of mushrooms are exported to the UK (worth approximately €151 million in 2021).
The mushroom industry has been particularly impacted by Brexit. Reduced volumes and additional costs incurred as a direct result of Brexit have reduced the competitiveness and attractiveness of Irish mushrooms in the UK marketplace. Constant promotion is therefore required to maintain sales levels.
This BAR funding of €210,000 supports a sectoral promotional campaign that seeks to ensure that UK consumers are dynamically reminded of the nutritional and taste benefits of cooking with mushrooms, the DAFM has said.
Coordinated by Bord Bia, through its UK agency Spinnaker, the campaign includes TV ads in July, social media activity from July to December, and outdoor activity in October,
Mushroom consumption tends to dip through the summer months as mushrooms are seen as a winter staple in Europe whereas in the US mushroom sales remain more consistent in the summer as Americans cook on the barbeque and eat raw mushrooms in salads.
Minister of State for Land Use and Biodiversity with special responsibility for horticulture Pippa Hackett said: “These are challenging times for the wider horticulture industry, and the mushroom sector in particular has been severely impacted by Brexit given its reliance on the UK export market. This promotional campaign will help to ensure consumer appetite and demand remain strong in the UK for Irish mushrooms, which are a versatile source of sustainable nutrition.”
Capital grant aid is available at a rate of up to 40% for all approved investments with qualifying young farmers receiving up to 60% grant aid. The closing date for receipt of applications for the 2022 scheme is 1 July 2022.
Full details including application forms can be accessed here: 2022 Scheme of Investment Aid for the Seed Potato Sector