SAN FRANCISCO—Edelman has been named agency of record for The Mushroom Council following a competitive selection process. Edelman’s San Francisco and Chicago offices will jointly work on the account.
The Mushroom Council is the latest client added to Edelman’s global food and nutrition practice, which serves clients including Nestle, Kraft, Heinz, Barilla, the Almond Board of California and Dairy Management Inc. Edelman partnered with sales promotion agency Seismicom for the pitch.
“The Council selected Edelman because it has all three capabilities we were looking for: retail, foodservice and consumer,” said Bart Minor, president and CEO of the Mushroom Council.
Edelman’s approach focused on strategies that reflected the Council’s business goal to increase sales and the value of fresh mushrooms to domestic growers and importers. The Council also wanted teams to focus on strategies for both making mushrooms an essential top-of-mind grocery item and to have consumers see mushrooms as a food that contributes to a healthy diet.