Linking growers to the food industry
- By Paulette Baumgartl
PROJECT MU20003 : Educating the food industry about Australian mushrooms
The Australian food Industry loves mushrooms. With their characteristic umami and meaty taste profile, mushrooms are a unique nutrient rich plant-based food. Yet, all too often mushroom- dishes are hidden amid the vegetarian and plant-based options.
While common on menus around Australia, mushrooms are rarely the main act, seldom featured and celebrated.
To elevate mushrooms in the minds of industry insiders, highlighting their benefits through impactful education and engagement could bring them out of the shadows and into the culinary and nutritional limelight.
Barriers to cooking with mushrooms, and how these barriers may be overcome, is the central aim of the Educating the Food Industry on Mushrooms project. This research and education program led by Leah Bramich (General Manager at Australian Mushroom Grower’s Association) in collaboration with CEO of Nutrition Research Australia Dr Flavia Fayet-Moore and industry insider Chef Adam Moore, has entered its second phase with some clear results.
In Phase 2, key stakeholders identified during Phase 1 were interviewed. Questions were devised to understand existing barriers, and extract further insights into how an education project could be designed and delivered for maximum effectiveness.
Specific questions in these one-on-one interviews delved into opportunities to expand/feature mushrooms in catering and to include mushrooms in hospitality training curriculums. The researchers also explored which health and nutrition messages would resonate with food service professionals, and what are the most effective and efficient ways to reach organisations and industry professionals.
Interview subjects included a director of nutrition and food services at a leading hospital, an instrumental player in innovation within foodservice delivery at hospitals, an executive chef at a leading hotel chain, and a prominent food industry educator.
The findings emphasised that while mushrooms were a much-loved ingredient, there was little knowledge among industry practitioners on the nutritional, culinary, and health benefits. However, when properly informed of these benefits, interest increased dramatically.
With the global surge in plant-based diets, there is capacity for mushrooms to be incorporated more across multiple food industries. This is particularly relevant for hospitals and other institutions, where demand for plant-forward meals is high, and lower sodium and saturated fat options are deciding factors when creating menus.
There was further evidence that greater awareness and knowledge could propel mushrooms as a culinary force in the commercial sector, although taste and texture, more than nutritional value, were the more important factors.
So, filling a knowledge gap helps reduce barriers, but how can this best be applied?
Findings from this study point to practical and simple engagement at the workplace. The train the trainer method was an approach identified as being useful in this context; train the executive chefs and sales teams who can deliver informal educational sessions on mushrooms with the staff at their workplace. On site education and engagement is likely to get more traction than classroom learning or webinars, and furthermore supports executive chefs in their roles as teachers.
Communication materials were also identified as an approach that could inspire creativity and connect and engage food industry staff. Chefs reported that they would love to see posters in their work environment that could educate and inspire with preparation techniques and recipes.
Tapping into the provenance story of mushroom was also identified as another great opportunity to drive a greater desire for mushrooms on menus. As diners become more discerning and environmentally aware, provenance is having a greater impact on choice than ever before. The provenance narrative of this mushroom from that place provides another avenue to promote mushrooms as a showcase ingredient.
This research project provides a unique opportunity to mutually benefit growers, the food industry, and their shared stakeholders, bringing together resources that will have a legacy and help growers work with the food industry.
MU20003 Educating the Food Industry is led by the Australian Mushroom Growers Association together with Nutrition Research Australia and chef Adam Moore. The project aims to develop ways to educate food industry professionals, uncovering ways that the mighty Aussie mushroom can solve some of the nation’s biggest nutrition problems.
