Attempts to launch a generic promotional campaign for mushrooms in the UK have been put on hold.
Industry insiders believe it will be at least another six months before the E6m initiative, which would be funded by the EU and growers in the UK, Ireland and the Netherlands, is discussed again.
The push for the campaign, which was revealed in The Grocer in October 2004, has been led by the Irish, who are keen to inject excitement into the category. But Dutch growers have been reluctant to commit to the plan, which requires the backing of three member states to win E3m worth of EU funding.