The Mushroom Council wants to extend The Blend trend by knowing more about why cooks choose to blend mushrooms with meat.

To that end, the Redwood Shores, Calif.-based council is running an “I’m a Blenditarian Because...” campaign through 2018, asking consumers and culinary ambassadors to share why and how they blend.

Each month this year, the council will spotlight a chef or nutritionist with original videos, recipes and social posts, according to a news release. Content will be posted on Blenditarian.com and on social and other digital channels.

January’s ambassador is Katie Cavuto, a dietitian, chef and wellness advocate from her blog, Nourish.Breathe.Thrive.

The council is also inviting consumers to get in on the action with the Blenditarian Challenge, a monthly sweepstakes asking for healthy takes on recipes incorporating the blend, posted using #BlenditarianChallenge. January’s recipe theme was Healthy Classics, including tacos, burgers and meatloaf.

Five winners will be randomly selected each month to receive a $250 gift card, with one lucky individual selected at the end of the year to receive a $2,500 gift card and a $2,500 donation in his/her name to a food bank, according to the release.

“With outlets such as Today listing The Blend as top 2018 food trend, we now want to turn to home cooks and culinary influencers to tell us why The Blend is a healthy, flavorful and earth-friendly cooking practice,” said Bart Minor, president and CEO of the Mushroom Council, in the release.

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