TV presenter, model and Celebrity Masterchef runner-up Jodie Kidd, is the latest celebrity mum to team up with the Mushroom Bureau to front their ‘Just Add Mushrooms’ campaign, an integrated promotional campaign aimed at encouraging consumers to cook more with fresh mushrooms.
A keen cook and mother of one young boy, Jodie will be the fifth celebrity to step into the ‘Just Add Mushrooms’ kitchen in print and digital ads, following the campaign launch with Nadia Sawalha in October 2013 and more recent collaborations with property guru Sarah Beeny, Westlife star Nicky Byrne and popstar Michelle Heaton. The ads will be appearing across the UK and Ireland from today.
Jodie’s involvement is part of a three year promotion representing an investment of over £2.4m, with 50% of funding supplied by members of the Mushrooms Bureau and 50% coming from the EU. The fresh mushroom industry is worth over £384 million in the UK and the mushroom market is growing by 2.2% year on year*
Jodie is well known for her love of good food and proved herself to be a talented cook recently, narrowly missing out on the coveted title of Celebrity Masterchef champion. As part of the promotion, Jodie will share three simple and healthy mushroom meal ideas – including a super-quick mushroom and roast chicken risotto, a hearty mushroom and sausage casserole, and a vegetarian mushroom, sweet potato and kale pie.
As well as being low in fat and calories, mushrooms also have a whole host of health benefits, with roughly four mushrooms (80g) counting as one of your 5 a day fruit and vegetable portions. As a natural source of vitamin B₅, which helps reduce tiredness and fatigue, mushrooms are an easy way of adding flavour and nutrition to a wide range of meals.
Jodie said: “I’ve always been passionate about healthy eating but since becoming a mum, I’ve become increasingly aware of the importance of giving my son a nutrionally balanced diet. Mushrooms are the perfect ingredient for this, as they not only count towards your five a day, but can also add fantastic flavour to any dish.”
“My time on Celebrity Masterchef has made me a lot more experimental with my cooking, and the versatility of mushrooms means that they always feature in my favourite family meals.”
Stephen Allen of the Mushroom Bureau added: “Jodie’s love of cooking and her obvious skill in the kitchen made her a very exciting choice for the Just add Mushrooms campaign, as we knew she would bring something new to the table.
“The three delicious recipes she has created for us are a perfect example of how easy mushrooms are to cook with and how they can be added to almost any family dishes to give them extra flavour, texture and nutritional benefits.”
For Jodie’s recipes and lots more tasty mushroom meal ideas, visit www.justaddmushrooms.com. For more of Jodie’s top tips on healthy cooking for the family, visit the Facebook page at www.facebook.com/MoreToMushrooms.