04. EFFICIENT ENERGY USE
Part of the Hort Innovation project MU17008 - Understanding and managing the impacts of climate change on Australian mushroom production, this is the fourth in a series of six factsheets
03. GOVERNMENT ASSISTANCE OPPORTUNITIES
Part of the Hort Innovation project MU17008 - Understanding and managing the impacts of climate change on Australian mushroom production, this is the third in a series of six factsheets
02. ALTERNATIVE CASING MATERIALS
Part of the Hort Innovation project MU17008 - Understanding and managing the impacts of climate change on Australian mushroom production, this is the second in a series of six factsheets
01. ENERGY GENERATION FROM SPENT MUSHROOM COMPOST
Part of the Hort Innovation project MU17008 - Understanding and managing the impacts of climate change on Australian mushroom production, this is the first in a series of six factsheets
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.
MU20004 - A scoping study to review fungi based global innovations to inform product development opportunities
Running from 2021 to 2022, this short investment explored the use of mushrooms in plant-based food product innovation and informed the industry of new market opportunities and their potential viability in the Australian context.
This project yielded the following key outputs:
A mushroom product compendium of over 180 products across 13 categories
Three deep explorations (case studies) of novel mushroom-based food innovation activities
Key insights and considerations from each case study
Three novel food product concepts using Agaricus bisporus.
Project Outputs
MT21011 - Foodservice foundational market insights
Key delivery partner: KPMG
This investment is equipping the avocado, melon, mushroom, onion, papaya, sweetpotato and vegetable industries with market insights into the foodservice sector. These insights will be used to create targeted strategies for these industries to engage with food service providers more effectively and direct their efforts to expand in the most viable, profitable market segments.
The research team will base the targeted strategies on extensive market intelligence research supplemented with industry consultations to deliver insights on industry landscape, price points, demand drivers, competitive insights, including seasonality, and in-depth analysis of the trade performance of the market.
The key output of this project will be a detailed report that guides industry on how to engage with the foodservice sector, capitalise on identified opportunities and ultimately grow in prioritised segments of commercial and industrial sectors.
The report will also include macro-level market intelligence on the foodservice sector, sub-segment prioritisation within commercial and institutional segments, customer value propositions and a list of essential industry stakeholders for engagement.
What was it all about?
This investment has delivered market insights into the foodservice sector for the avocado, melon, mushroom, onion, papaya, sweetpotato and vegetable industries. These insights can be used by industry to create targeted strategies on how to engage with foodservice providers more effectively and how to direct their efforts to expand in the most viable, profitable market segments.
The key output of this project is the Category snapshot report that guides industry on how to engage with the foodservice sector, capitalise on identified opportunities and ultimately grow in prioritised segments of commercial and industrial sectors.
The report includes macro-level market intelligence on the foodservice sector, sub-segment prioritisation within commercial and institutional segments, customer value propositions and a list of essential industry stakeholders for engagement.
The research team based the targeted strategies on extensive market intelligence research supplemented with industry consultations to deliver insights into industry landscape, price points, demand drivers, competitive insights and in-depth analysis.
Project Outputs
Access the Category snapshot report that highlights category-specific macro trends, segmentation alignment, value chain nuances that need to be considered by category industries, and commercial decision opportunities.
Access the Foodservice market insights strategy, which provides guidance on foodservice industry activity and investment that will allow focus industries to capitalise on identified opportunities across foodservice.
Download other resources produced by the project, including:
Market profile report, which provides key insights for each of the foodservice channels.
Segmentation report, which provides practical information on each of the foodservice channel’s general requirements and attitudes.
Value chain maps to improve understanding of the value chain that horticultural produce moves through.
MU21002 - Desktop review of pathway risks for the mushroom industry - Agaricus mushrooms and growth substrate imports
Key research provider: Applied Horticultural Research
This investment is identifying exotic mushroom pests and diseases and investigating the potential ways that they could enter Australia. Managing pests and diseases is a key priority for the Australian mushroom industry, as the entry of new pests and diseases could pose a serious threat.
The project team will investigate all possible routes for these pests and diseases to enter Australia, such as through imported Agaricus or exotic mushroom varieties, or other means including substrates (e.g. logs) or inoculum.
The research team will collaborate with the project Development of a biosecurity plan for Australian mushrooms (MU18006) as well as other industry risk-related projects and key industry organisations.
The research team will collaborate with the project Development of a biosecurity plan for Australian mushrooms (MU18006) and other industry risk-related projects and key industry organisations.
MU21005 - Mushroom price elasticity of demand
Key research provider: Natural Capital Economics
This project is delivering the mushroom industry with valuable information on how changes in the price of mushrooms and substitute/complementary products can affect the industry’s market share and overall revenue.
By understanding how consumer purchasing patterns respond to changes in the price of similar products, the industry can determine the optimal value/volume mix that is sustainable and viable for the whole supply chain.
MT21010 - Economic contribution of Australian horticulture
Key research provider: Centre for International Economics
This short investment is using a suite of economic models to measure and understand how the horticulture industry contributes to the Australian economy. The project will estimate the direct and indirect impacts on the national economy, as well as regional areas.
This project will provide the horticulture sector with the information needed to articulate how their activities contribute to regional, state and national economies, and will assist in decision-making as well as discussions with governments and other stakeholders.
The analysis will produce a number of case studies that will provide detailed information on the importance of the horticulture industry to Australia.
MU21003 - Mushroom industry communications program (MushroomLink)
Key delivery partner: Applied Horticultural Research
This investment is delivering effective and timely communications to ensure Australian mushroom growers and other industry stakeholders are kept up-to-date with the latest mushroom R&D and marketing investments, developments and outcomes, and other industry news and information.
The new program builds on the previous investment Mushroom industry communications program (MU18001) and is embracing new digital tools (including a fresh new-look magazine) and innovative techniques to more effectively communicate with the mushroom industry. This includes an increased emphasis on webinars, podcasts and social media, as well as online access to old and new resources, updates on overseas research and greater use of visual communication.
A number of regular communications channels are produced and maintained by the program, including but not limited to:
• A quarterly industry magazine
• A monthly e-newsletter
• Grower case studies
• The AGORA website
• A webinar and podcast series
• Social media
• Videos
• Media releases.
MT21004 - Consumer behavioural data program
Key research provider: Nielsen
This multi-industry investment is tasked with providing regular consumer behaviour data and insight reporting to a range of industries, through the Harvest to Home platform (www.harvesttohome.net.au).
The platform has a dedicated dashboard for each commodity, making data and reporting easily accessible for industry participants.
The information is intended to assist growers and supply chain partners in decision-making for their businesses and, for the wider industry, the data and insights will be available to support strategic activities.
Project outputs
MT21201 - Consumer usage, attitude and brand tracking (pilot program)
Key research provider: Fifty-Five Five
This pilot program is providing a category tracking service to allow various horticultural categories to better understand consumer usage and attitudes and the effectiveness of marketing campaigns. The initial phase of the program will run for three months to ensure that the continuous tracker runs effectively, after which a longer-term program will be put in place.
The insights gained from this program will seek to answer questions such as:
How do consumer trends and movements in behaviours, usage and attitudes to fresh produce change over time
How do these trends and evolving expectations of consumers inform future demand opportunities for both the whole-of-horticulture, as well as individual industries?
What perception metrics drive usage and purchase?
What are the barriers to brand/category salience and purchase and how do we overcome these to drive future growth?
The program will also examine the effectiveness of Hort Innovation marketing campaigns to determine how salient they are in market, what their impact is on consumer usage, attitudes and future purchase intent, and how effective they are at driving messaging comprehension and enjoyment.
MT21003 - Consumer demand spaces for horticulture
Key research provider: Kantar Insights
This investment is identifying and prioritising opportunities to engage consumers and build demand across the domestic market for fruits, nuts and vegetables. It will deliver a framework that can be used by industry to inform their decision-making around product development and marketing campaigns. The project team will compare the current ‘state of play’ against identified opportunities and prioritise based on potential impact.
The framework will be informed by research into:
Current market landscape and competitive dynamics
Consumer segmentation
Consumer occasion-based needs
‘White space’ opportunities where consumer needs are currently unmet.
MU21000 - Digitisation of mushroom industry archive
Key delivery partner: Australian Mushroom Growers Association
Running for six months, this short project digitised the Australian Mushroom Growers’ Association archive of industry research, marketing, and communication outputs. The digitisation provided the Australian mushroom industry with full access to these valuable materials. The archive included industry journals, research reports, books, posters, and recipes.
The materials cover numerous topics including market and consumer research, training and educational materials, pests and diseases and production and crop.
All materials were digitised and made available online through the Australian Mushroom Growers’ Association (AMGA) website at australianmushroomgrowers.com.au. The documents were categorised to allow easy access by Australian mushroom growers, suppliers, researchers, and other industry stakeholders.
The digitization of materials has allowed the Australian mushroom industry to access a wealth of resources that were previously unavailable. In the longer term, this will increase their awareness of results from previous R&D and marketing investments, increasing productivity and quality across the mushroom industry.
The newly digitised resources will be further promoted through the Mushroom Industry Communications Program (MU21003), the Australian Mushrooms Journal, as well as the industry website and e-newsletters.
Project outputs
MU20001 - Mushrooms and their potential health benefits of lowering blood cholesterol
Key research provider: CSIRO
This project is generating scientific evidence on mushrooms and their ability to lower blood cholesterol.
At present, high-level health claims, authorised by the Food Standards Australia New Zealand (FSANZ), show that the β-glucan from oats or barley has a direct impact on lowering cholesterol. The same β-glucan molecules in oats are also in mushrooms, however they differ in structure. The project is working to compare whether the β-glucan in mushrooms has the same blood lowering effects as the β-glucan in oats.
Findings from the research will inform whether a health claim on mushrooms and blood cholesterol lowering can be authorised by FSANZ.
MU20003 - Educating the food industry about Australian Mushrooms
Key research provider: Australian Mushroom Growers’ Association
This investment is delivering evidence-based information about Australian mushrooms to health and food service professionals in Australia. By improving the awareness, knowledge and attitude of health professionals to the nutrition and health benefits of mushrooms, they will be encouraged to recommend mushroom to their clients, or include mushroom in their menus, and ultimately help to drive purchase and consumption.
The project team will undertake a range of activities, including:
Engaging with key decision-makers from top tier commercial and institutional catering organisations to discuss the inclusion of mushrooms in
Providing educational material to culinary schools, mushroom growers, food service professionals and dietitians. These educational resources will improve understanding of mushrooms, as well encourage confidence and proficiency at using them.
Developing case studies that showcase the health benefits of mushrooms
Updating culinary school curriculums to include the nutrition, health and culinary uses of mushrooms
Participating in food industry professional conferences to further promote mushrooms
Conducting farm tours to connect health professionals to mushroom growers.
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Over the last four months, the research team have focused on food industry research which will be used to form the strategic plan for the project. The significant outputs of this period included the partial completion of phase 2 of the Food Industry Insights Report, with nine one-on-one food industry Key Opinion Leader (KOL) interviews completed, the commencement of a food industry market research poll (survey), and the completion of the project communications plan.
Although partially completed, the one-on-one KOL interviews and market research polls have delivered significant quantitative and qualitative insights into the sector, which will be used to inform the strategic plan for the project in the next phase - case study interventions with high quantum of influence organisations. Insights gathered from the KOL interviews to date have been collated and summarized under five key territories: health centricity, knowledge, nutrition issue/challenges, usage (barriers and drivers), and communication (what and how). Initial findings were shared with the Project Reference Group (PRG) group in May.
With economic challenges in the food industry and labour shortages as a result of the COVID-19 pandemic, securing one-on-one KOL interviews have been more difficult than expected and has caused delays to the completion of phase 2 of the Food Industry Insights report and project milestone. Nine KOL interviews have been achieved within this reporting period with the remaining interviews scheduled for June. Subsequently, the Food Industry Insights webinar will be presented to the mushroom industry in July/August.
Despite this challenge, the project team have succeeded to develop a solid database of food industry health professionals and identify significant opportunities for case study interventions within the institutional catering sector, to build the foundations that will underpin the strategic plan for the project.
MU20006 - Mushroom industry crisis and reputation risk management
Key research provider: Australian Mushroom Grower’s Association
This investment is maintaining a crisis and reputation risk management plan for the Australian mushroom industry. In the event of an issue or crisis, having a clear plan in place ensures the industry is prepared with the information and processes needed to respond effectively, responsibly and in a coordinated, unified way. A plan, and the relevant training this project will deliver, also ensures that stakeholders involved in crisis response for the industry understand the process and are equipped and ready to be involved.
It builds on the work completed under Australian mushrooms crisis and risk management (MU18007).
MU20000 - Extension and Adoption for Food Safety, Quality and Risk Management
Key research provider: Australian Mushroom Growers’ Association
This investment is delivering targeted information on food safety, quality and risk management to the mushroom industry through a range of proactive channels. By providing access to extensive information and support, this project will assist all mushroom supply chain businesses and their staff to adopt best practice in their businesses.
An online knowledge hub will be established that hosts practical information on food safety and quality areas such as State and Federal legislation, compliance systems, retailer requirements, and research findings on mushroom food safety. This information will be further disseminated through communications activities such as articles in the mushroom industry journal and e-newsletter, presentations at regional workshops, on-farming training, and webinars.
The project team will provide technical industry support through activities such as representation on the AMSAFE committee, coordination of the verification testing program, advice on all aspects of food safety system compliance, identification of research required to underpin critical limits, and on-call crisis support.
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Despite some project activities being limited by recent COVID restrictions, The project team reports significant progress in a number of areas:
Further refinement of the knowledge and information hub
Development of a basic food safety training program for mushroom farms
Scripting of a video demonstrating the sampling process for testing
Re-booting of the AMGA testing program.
One important achievement has been the development of a simple food safety Code of Practice for non-certified mushroom farms, together with supporting forms and documents. The result is a code that does not impose a heavy burden, but rather encourages good business practice and raises food safety awareness.
MT18011 - Ex-post impact assessment
Key research provider: AgEconPlus
Hort Innovation has engaged independent consultants to evaluate the impact of our R&D investments, providing insights into the type and magnitude of impacts that are being generated across the company’s strategic levy programs. This is a key piece of investment evaluation work, and an annual process for the company under the project Ex-post impact assessment (MT18011).
The final summary and aggregate results for the 2017/18, 2018/19 and 2019/20 impact assessment evaluations were finalised in 2021, providing an overall summary of the three year data, along with a selection of other summary results demonstrating the performance of Hort Innovation’s RD&E investments.
Project outputs
Full impact assessment report: Mushroom Production Waste Streams, Novel Approaches to Management and Value Creation (MU17005)