One way we classify consumers who buy mushrooms, noted Highline Mushrooms' Jane Rhyno at this year's CPMA conference: is to split them into heavy users and light users. The latter only buy mushrooms once in a while and don't know how to incorporate mushrooms into many dishes. But the good news is that it's possible to turn light users into heavy users, and Highline's new line of mushroom blends was launched with the aim of doing just that.
"One of the biggest differences between the two kinds of users is education," said Rhyno. "That's not as much about handling as it is about how to prepare them. Because mushrooms are primarily ingredients for cooking, we want to educate the consumers as much as we can about cooking with mushrooms."
The revamped mushroom blends line includes three mixes that inspire ideas in the kitchen. The Pasta Perfect blend has shiitake, oyster and mini bella mushrooms; the Steakhouse blend has thick-cut white, brown and portobello mushrooms; and the Sizzling Stir-fry has mushrooms that go well with Asian cuisine.
"This line plays up the convenience of using mushrooms and gives consumers ideas of what to do with them," said Rhyno. "So we're quite excited about these new products."
Highline was recently acquired by Fyffes, a global supplier and distributor of fresh produce. While Highline will continue to operate in Ontario with the same people and in the same manner, the acquisition has given the Leamington-based company increased support for future endeavors.
"Highline has been in business for 55 years, but Fyffes has been in business for 125 years," noted Highline's President, Glenn Martin. "So we do have some things in mind for the future." He added that the two companies are also a good fit because of how Highline adds another element to Fyffes' already substantial offerings.
"Mushrooms are good business because they're year-round and sales have been growing every year," said Martin. "So this is, strategically, a good move for them."
