Mushrooms are always in season, grown year-round, and endlessly versatile on the summer table. June is National Mushroom Month, and that means it’s time for retailers, grocers, and shoppers to celebrate one of the produce aisle’s stars.

What Is National Mushroom Month?

National Mushroom Month is a celebration of mushrooms, spotlighting their health benefits, culinary range, and year-round availability. Unlike many seasonal produce items, mushrooms don’t have a “peak season” to ride.

They are cultivated indoors in controlled environments, which means consistent supply, consistent quality, and a consistent reason to promote them, no matter what the weather is doing outside. And what do mushrooms go best with? A summer barbeque. June is the perfect time to boost summer sales to prepare for grilling season.

The New “It’s Not Magic. It’s Mushrooms.” Campaign

The campaign message is simple and confident: mushrooms don't need a hard sell. They make food better on their own terms,adding depth, richness, and nutrition without any fuss.

The campaign speaks to two things shoppers care about: flavor and function. On the flavor side, mushrooms bring an umami richness that elevates everything from weeknight pasta to weekend grilling. On the nutrition side, fresh mushrooms provide several nutrients and bioactive compounds that may play a role in supporting brain health, including ergothioneine (ERGO).

With fresh creative, expanded media investment, and a focus on Millennial and Gen Z consumers, the campaign is built to move light and medium buyers up the purchase ladder, turning occasional shoppers into loyal fans.

Banner for National Mushroom Month

Turn Mushroom Demand into Bigger Baskets

Shoppers are buying bigger and more often. Make sure mushrooms are in every cart.

• Portabella sales surge in summer
  Grilling drives summer demand: make portabellas a destination item as weekly sales climb from Memorial Day through Labor Day.****
  
  
• More trips, more opportunity
  Grocery trips are up (+2.9% YTD), creating more chances to add mushrooms to the basket.**
  
  
• Health is driving produce growth
  49% of shoppers are eating more produce for health. Mushrooms fit plant-forward, low-carb, and MIND diets.***
  
  
• High-value shoppers love mushrooms
  Mushroom shoppers prioritize freshness, taste, and nutrition over price.
  
  
• Digital discovery is fueling demand
  37% of shoppers have discovered new ways to prepare produce online, driving repeat purchases and long-term growth.***

How to Win In-Store

• Go bigger: Stock portabellas and 24oz packs (now 25% of sales*) to meet growing demand.
• Drive impulse: Eye-catching displays are the #1 trigger for unplanned produce purchases - use secondary displays to capture impulse dollars.***
• Cross-merchandise: Place mushrooms near meat, eggs, and grilling staples to grow basket size.
• Showcase variety to spark interest: Feature different mushroom types or growing methods to encourage trial.

Feature Promotions

Run weekly ad features on mushrooms throughout June. Bundle varieties — button, cremini, portobello, shiitake — to introduce shoppers to the full range and encourage them to trade up and experiment.

Campaign Signage & Digital Assets

Use the branded assets across your app, loyalty program, end caps, and social channels. A cohesive campaign message across every touchpoint reinforces the idea and drives action.Ready-to-use merchandising and marketing assets are available through the Mushroom Council.

For full retailer resources, visit: mushroomcouncil.org/retailers/grow-mushroom-sales

What Shoppers Can Expect

National Mushroom Month is the best time of year to explore mushrooms beyond the basics. Throughout June, shoppers can look for:

• Special pricing on popular mushroom varieties at participating retailers all month long, which makes it a great time to stock up and experiment.
• Summer recipe ideas, from grilled portobello burgers to mushroom-loaded pasta salads, available in-store and on retailer apps.
• New varieties to try. Look for oyster, shiitake, and maitake mushrooms making their way to expanded produce displays.
• Educational content on storage, preparation, and cooking, so even first-time buyers can feel confident.

Mushrooms are among the most nutritionally dense items in the produce aisle, as they are rich in B vitamins, selenium, and the only produce source of vitamin D. They’re low in calories, high in umami flavor, and cook in minutes. This summer, they deserve a permanent spot in the weekly cart.

Get Prepped and Ready for the Summer Surge

June is almost here. Click here for campaign assets, merchandising resources, and everything you need to make this your biggest mushroom month yet. Visit mushroomcouncil.com for more information.

*Circana, Integrated Fresh, MULO+, 2020- 13 w.e. 3/22/2026
**Circana, Integrated Fresh Household Panel
***FMI The Food Industry Association, The Power of Produce 2026
****Circana, Integrated Fresh, Total US and regions, 52 w.e. 5/18/2025