Press Release

FOR IMMEDIATE RELEASE

The Mushroom Council Joins E & J Gallo Wineries for

“Entertaining Made Easy” In-Store Promotion

Dublin, CA – Beginning this February, the Mushroom Council will partner with Ernest and Julio Gallo, the world’s largest wine producer, to reach over 160,000 consumers through their “Entertaining Made Easy” point of sale promotion in supermarkets nationwide.

The promotion, which runs through February and March in over 6,500 retail outlets will feature floor displays with visuals of Ecco Domani and Gallo of Sonoma brands of wine paired with easy and elegant dishes. Value added leaflets will provide recipes and cents off coupons on fresh mushrooms, Ready Pac salads, DiGiorno cheese and regional pasta brands.

The Mushroom Council urges retailers to take advantage of this unique promotional opportunity pairing fresh mushrooms and other ingredients with two of Gallo’s most popular wine brands.

According to Angela Hall, Marketing Coordinator for the Council, fresh mushrooms are at an all time high in popularity and are a mainstay in the American diet. A recent Council study found that 37% of consumers surveyed are cooking with mushrooms more often than they did just five years ago. 17% of mushroom users get recipe ideas from supermarket recipe leaflets. Also, 13% of the survey participants said the availability of mushroom coupons would increase their purchase patterns. Ecco Domani, Gallo’s “Old World” wine brand was cited by the respected drink industry newsletter, IMPACT, as one of the year’s hottest brands, with 73% growth that year. Gallo of Sonoma brand wine, which has become synonymous with award winning taste and quality, was voted “Winery of the Year” and “Best Chardonnay Worldwide.”

Consumers should look for the “Entertaining Made Easy” mass displays in the wine section of their local supermarkets and take advantage of the savings provided by the Mushroom Council and Gallo Wineries.

Fore more information on this and other promotional opportunities, visit www.mushroomcouncil.com.

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