THE IRISH FOOD board plans to spend millions on a mushrooms promotion drive, with a chunk of the budget set aside for advertisements with influencers.

Last year, Bord Bia issued a tender for a €2 million marketing campaign, which will be mainly funded by the European Union. The contract for the project has recently been awarded to London-based marketing firm Kindred Agency.

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Source image: Leon Farrell/Photocall Ireland