US fungi to fight for space on the plate

PRWeek is loath to navel-gaze, but our New York-based sister title came up with a pearler of a headline last week.

'Edelman to tout mushrooms' was the eye-catching beauty that subeditors at PRWeek US placed atop a story with the following intro: 'Dublin, CA: Edelman has won a $3m account to make the public a little less afraid of mushrooms.' Cowering, we read on: 'The Mushroom Council, the marketing arm of the US mushroom industry, picked Edelman... to educate a public that is often wary how to buy, handle, and cook mushrooms.'

'Mushrooms are out of sight, out of mind,' wails Bart Minor, president of the organisation and, to judge by the following, part mushroom himself.

'We are not like apples, tomatoes or beef. We're not a centre-of-the-plate item. We're an add-on.'

You couldn't make it up. Best wishes to Edelman's US offices as they attempt to redress this fungal injustice.

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