Think Pink with Mushrooms

How do you make a mushroom blush? By giving it a fantastic cause to support, that’s how.

In October 2010, the Mushrooms Go PINK campaign launched under the partnership of Canadian mushroom growers and the Breast Cancer Society of Canada (BCSC). For every pound of fresh mushrooms sold in special pink packaging, farmers made a contribution to the society, which supports research into the prevention, early detection and treatment of breast cancer.

Organizers set a goal of $25,000. The total far exceeded expectations, with over $61,000 raised.

Following that success, the campaign is rolling back into various grocery shore chains this fall, just in time for National Breast Cancer Awareness Month in October. From Sept. 19 to Nov. 11, look for fresh Canadian mushrooms in pink trays with a pink ribbon on the label.

You can also contribute to the cause by joining the “Mushrooms Go Pink” Facebook group. For every person who “likes” the group, Mushrooms Canada will donate 10 cents, to a maximum of $5,000, to the BCSC.

The Mushrooms Canada website has a number of delicious and easy recipes you can create at home with your mushroom bounty. Try the Portabella Florentine Caps, the Mushroom, Tomato and Basil Ragout or the Fragrant Thai Curry Dinner (check out a demo video for the last one here). For truly feel-good food this fall, why not think mushrooms and think PINK?

Quick facts:

- Breast cancer is the most common cancer among Canadian women.

- An estimated 23,200 women were diagnosed with breast cancer in 2010, according to the Canadian Cancer Society, and 5,300 will die of it.

- In 2008-09, the BCSC gave a total of $1.2 million toward the fight against breast cancer.


— Eva Lam


Photo 1: Every pound of mushrooms sold in PINK packaging means a contribution to the Breast Cancer Society of Canada.
Photo Courtesy: Mushrooms Canada » mushroomsgopink.ca

Photo 2: Mushroom, Tomato and Basil Ragout
Photo Courtesy: Mushrooms Canada » mushrooms.ca

Photo 3: Portabella Florentine Caps
Photo Courtesy: Mushrooms Canada » mushrooms.ca

Photo 4: Fragrant Thai Curry Dinner
Photo Courtesy: Mushrooms Canada » mushrooms.ca