According to Freshinfo, the Mushroom Bureau in the UK has signed up leading nutritionist Jane Clarke to front a new PR consumer campaign “Mushrooms – the Magic Ingredient” to promote the health, taste and versatility of the product.

The campaign aims to capitalise on recent research from Penn State University in the US, which revealed that white button mushrooms are one of the richest sources of the powerful antioxidant ergothioneine and therefore more than worthy of the sought-after superfood status.

Clarke has compiled a report, Mushrooms – The New Superfood, which outlines the key scientific findings from around the world into the health and nutritional benefits of mushrooms, with a particular focus on several studies which have highlighted the anti-cancer potential of certain compounds in mushrooms.

The report was launched beginning of July at a Mushroom Lovers’ Luncheon, appropriately held at The Magic Circle in London a few weeks ago.

Robert Beelman, professor of food science at PennState’s College of Agricultural Sciences, who has played a leading role in highlighting the health benefits of mushrooms, was at the event.

You can download the Clarke report here.