Marketing Efforts March to May
March has proven to be the month of successes for the ongoing FY24 mushroom marketing campaign. Aiming to inspire people to consume more mushrooms daily, the campaign continues to generate positive results and attract new customers.
March has proven to be the month of successes for the ongoing FY24 mushroom marketing campaign. Aiming to inspire people to consume more mushrooms daily, the campaign continues to generate positive results and attract new customers.
Latest from the Marketing SIAP
The Australian Mushrooms media plan is in full flight with retail out-of-home, shopper and social media programs underway. The call-to-action campaign created in late 2023 is currently inspiring shoppers to ‘Reinvent the Meal’ across breakfast, lunch and dinner occasions.
The Australian Mushrooms media plan is in full flight with retail out-of-home, shopper and social media programs underway. The call-to-action campaign created in late 2023 is currently inspiring shoppers to ‘Reinvent the Meal’ across breakfast, lunch and dinner occasions.
Shortening the Cycle
One of the highlights of the recent ISMS Conference in Las Vegas was the opportunity to meet senior researcher Dr Nancy Pyck, and hear about some of the work they have been conducting at the amazing INAGRO Facility in Belgium. I had a chance to talk to Nancy after her presentation, and discuss the work further.
One of the highlights of the recent ISMS Conference in Las Vegas was the opportunity to meet senior researcher Dr Nancy Pyck, and hear about some of the work they have been conducting at the amazing INAGRO Facility in Belgium. I had a chance to talk to Nancy after her presentation, and discuss the work further.
Managing the Mushroom Biome
As fungi go, Agaricus mushrooms are surprisingly social. Unlike some other species, Agaricus bisporus not only grows better in the presence of other microorganisms, but may actually require them to grow, mature, and form harvestable mushrooms.
As fungi go, Agaricus mushrooms are surprisingly social. Unlike some other species, Agaricus bisporus not only grows better in the presence of other microorganisms, but may actually require them to grow, mature, and form harvestable mushrooms.
Key Steps in an Effective Mushroom Farm IPDM Program
Integrated Pest and Disease Management (IPDM) is a comprehensive, multifaceted, and systematic approach to managing pests and diseases. Rather than treat diseases when they express on-farm with synthetic chemical pesticides, or apply synthetic pesticides routinely to prevent diseases occurring, an effective IPDM program eliminates the root cause of pest and pathogen infestations. IPDM can suppress or remove pest and pathogen populations in a stepwise, sustainable, safe, cost-effective and environmentally sound manner.
Integrated Pest and Disease Management (IPDM) is a comprehensive, multifaceted, and systematic approach to managing pests and diseases. Rather than treat diseases when they express on-farm with synthetic chemical pesticides, or apply synthetic pesticides routinely to prevent diseases occurring, an effective IPDM program eliminates the root cause of pest and pathogen infestations. IPDM can suppress or remove pest and pathogen populations in a stepwise, sustainable, safe, cost-effective and environmentally sound manner.
MmmmMushrooms – Australian Mushrooms New Campaign Launch
Hort Innovation and agency Thinkerbell are excited to showcase the new campaign for Australian Mushrooms ‘MmmmMushrooms’. In this webinar, they will explore the current media landscape, how they plan within it and what the media recommendation looks like. They will then talk you through the marketing strategy, creative idea and give you a preview of how the campaign will come to life in market.
MushroomLink Bulletin September 2024
In this edition:
AMGA CONFERENCE: Meet the scholarship winners
NEW RESOURCES: Free posters and induction videos now available
TODAY’S WEBINAR: Don’t miss out on the SAFE MUSHROOM standard - register now
MARKETING: New campaign launch, register for the upcoming webinar now
MAGAZINE: 2025 publication schedule and content deadlines
Geoff Price and the American mushroom industry - part one
Geoff Price Giorgi Mushroom Company.
Geoff Price may be the son of our own mushroom-growing legend Graham Price, but he has definitely forged his own way in the industry. A mushroom grower since he was eight years old, perhaps it is not surprising he’s now not only technical director of Giorgi Mushroom Company in Pennsylvania, but also chair of the American Mushroom Institute. Interview by Dr Jenny Ekman
In part one Jenny and Geoff talk about growing up in the Hawkesbury, the differences and similarities between the Australian and American mushroom industries and the unique mushroom economy in the United States.
This podcast is part of the Hort Innovation funded project MU21003: Mushroom industry communications programme. It was funded through the Mushroom levy fund and contributions from the Australian Government.
Additional resource
MushroomLink Bulletin August 2024
In this edition:
FOOD SAFETY MONTH: September is food safety month
WEBINARS: Register now for the September webinars
FEATURE ARTICLE: Shortening the crop cycle
PEST AND DISEASE: Mushroom farm IPDM
RESOURCE: Mushroom Supply Chain literature review
EVENT: AMGA Conference
HORT INNOVATION UPDATES: New membership opportunity
Postharvest management of mushrooms: a review
The Australian mushroom industry invests more than $3 million in marketing annually. However, no marketing campaign will be successful if quality is not what the consumer expects. Moreover, consistently presenting high quality mushrooms to consumers at retail is a proven way to increase purchases.
The scientific literature reviewed in this report informed the Mushroom Supply Chain Best Practice Guide, developed as part of the MU22011
MushroomLink Bulletin July 2024
In this edition:
NEW MAGAZINE: Winter magazine available now
WEBINARS: Catch up on the two mushroom supply chain webinars
SAVE THE DATE: Food safety month
RESOURCE: Mushroom Supply Chain Best Practice Guide
EVENT: AMGA Conference
MushroomLink Bulletin June 2024
In this edition:
Food safety month coming soon
Podcast: Dr Eoin O’Connor
Resource: Mushroom supply chain best practice guide coming soon
Webinar: Mushroom supply chain
Webinar: Hort Innovation Consumer Outlook Webinar
AMGA Conference Stronger Together, registrations now open
MushroomLink Magazine Issue 09
We hope you enjoy this issue, with its usual mix of R&D news, the latest in technology from around the world, and pest and disease updates.
You can subscribe to an e-copy of MushroomLink magazine here or view previous issues here
Click here to download the magazine
Articles
Levy funded project updates
A new Research, Development and Extension Coordinator to support the Australian mushroom industry
Protecting the Australian mushroom industry with Safe mushroom
Mushroom supply chain best practice guide
Marketing
Growing & Tech
Pest & Diseases
Special Feature - AMGA Conference Preview
Australian Mushroom Supply Chain Best Practice Guide
Consistent mushroom quality at retail is essential to keep consumers not just satisfied, but buying more mushrooms. The quality of the mushrooms that reach the retail display depends on many factors, including effective pre-harvest management, well managed harvesting and packing operations, fast cooling and accurate temperature control.
Drawing on the latest international research, as well as data collected in 2024 from Australian mushroom supply chains, this guide aims to summarise best practice for all those involved in growing, packing, transporting and retailing mushrooms. It includes guidelines on how the key factors affecting mushroom quality can be managed as well as actions needed to supply consistent, high-quality mushrooms the end-consumer.
This guide is suitable for all supply chain participants, from grower to retail. “If we can manage the supply chain properly, we reduce rejections at distribution centres, improve retail quality, minimise waste, and ensure food safety. That’s got to be another step towards a better mushroom industry for all” – Dr Jenny Ekman, Project Leader, MU22011.
From Farm to Frying pan: Best practice in mushroom supply chains
The best marketing in the world won’t sell mushrooms that are soft and bruised. Cold temperatures, careful handling and short timeframes are key to getting good quality mushrooms onto retail shelves.
However, questions remain. For example, why do mushrooms bruise so easily? What can we do to reduce bruising? How cold do mushrooms really need to be and what’s the most efficient way to keep them that way?
Join Dr Jenny Ekman and her team for the answers to these questions and more as they present the new Postharvest Best Practice guide for mushrooms.
Developed through the MU22011 Mushroom supply chain best management project, printed copies will be available to all industry members. Click here and fill in the request form to receive a copy of the guide. More than one copy can be requested.
Missed part one? You can watch the webinar recording here and learn about the results from the MU22011 project, including how far some mushrooms travel, temperature changes during transport, and how displays can impact shelf life.
Results from the mushroom supply chain best management project
Join the MushroomLink team as we speak with Dr Jenny Ekman from the MU22011 Mushroom supply chain best management project. In this two part webinar Jenny will discuss the results from this levy funded project.
Part 2 of the series will be presented on Wednesday 3 July where the postharvest best practice guide will be presented. Click here to find out more.
Eoin O'Connor and cutting edge mushroom disease research
In this podcast recorded at the 2024 ISMS congress, Dr Jenny Ekman chats to Eoin O'Connor, post-doctoral scholar at Penn State University, about his studies in Ireland, where he was inspired and mentored by Dr. David Fitzpatrick and Dr Helen Grogan, the latter of whom opened his world to mushroom science, and particularly virus X, and his current research in the Hockett lab.
MushroomLink Bulletin May 2024
In this edition:
Research feature article: Lignin removal
Webinars: Upcoming supply chain webinars
Resource: Mushroom supply chain best practice guide coming soon
MushroomLink at Hort Connections
AMGA conference advert
Nuffield scholarships closing soon
MushroomLink Bulletin April 2024
In this edition:
Feature article: Mushrooms in health care settings
Publication: Supporting mushrooms as a food-based solution to vitamin D deficiency in dietary guidelines
Marketing: New strategy to inform FY2025
NEW Podcast: Dr Mark Loftus from Sylvan Bioscience
Training: Mini series - mushroom farm hygiene
Webinars: Save the date for the mushroom supply chain webinars
AMGA Conference 2024
Dr Mark Loftus (Sylvan Spawn Company)
In this podcast Dr Jenny Ekman chats to Dr Mark Loftus from Sylvan Spawn company.
Mark’s career commenced in Manchester, UK, where he obtained a PhD and then completed a two-year post doc in human genetics.
So how did Mark go from human to mushroom geneticist? What is mushroom genetics anyway, and how can understanding mushroom genetics help strengthen the industry?
In this fascinating discussion, Mark explains the very hard work behind identifying mushroom markers, isolating genetically distinct strains (no kissing cousins here!) and the characteristics they are looking for in white and brown mushrooms.