Moves to mount a generic promotional campaign for mushrooms are still afoot.
The Grocer revealed last year that Irish, UK and Dutch growers were negotiating a bid to win European Union funding for a E6m consumer-facing drive in Britain in 2006 and 2007. It is understood that in spite of scepticism from some growers, the project is still on track.
To win an EU grant, 50% of the costs of the campaign would need to be put up by growers in at least three member states.
A Warwick HRI report published in February claimed that English mushroom production had fallen by a quarter in the past four years.