Editor's Note: As required by the USDA, every five years the Mushroom Council commissions an independent study to determine the value of its promotions back to mushroom growers for both price and overall demand for both the retail and foodservice markets.Beyond providing a broad Return on Investment (ROI) measurement, ASU's study instead looks deep into the value of promotions for both retail and foodservice promotions in:? print media (physical newspapers and magazines)? online media (online news sites, digital ads, social media activities)? broadcast media (radio and TV)? syndicated media (the same article running in multiple outlets)By doing so, these specific channel measurements help the Mushroom Council modify how it prioritizes specific promotions and activities to provide improved return for its growers. The following is the Executive Summary of the 2020 Mushroom Council Econometric Study. The full study can be found at www.mushroomcouncil.org
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