Foaming
This month, our resident Doctor Agaricus was asked about foaming, a disease spotted in Europe.
Foaming is as an abiotic disorder that mainly affects the Heirloom variety marketet by Amcel. We asked Tim Harker from Amycel UK and Ireland to help explain what it is, and if it could be a problem in Australia.
This month, our resident Doctor Agaricus was asked about foaming, a disease spotted in Europe.
Foaming is as an abiotic disorder that mainly affects the Heirloom variety marketet by Amcel. We asked Tim Harker from Amycel UK and Ireland to help explain what it is, and if it could be a problem in Australia.
Australian Mushrooms FY25 Marketing Strategy
Monique Emmi, Marketing Manager at Hort Innovation, presented the key facts that informed the FY25 marketing strategy and the pillars that are the focus of the up-coming marketing plan.
Other resources
Educating on the benefits of mushrooms in health care settings
Collaborating with research partner FOODiQ (formally NRAUS) and chef Adam Moore, the AMGA has engaged two leading examples of the institutional food sector to educate food and health care professionals about the unique nutritional benefits of Australian-grown Agaricus bisporus mushrooms.
Collaborating with research partner FOODiQ (formally NRAUS) and chef Adam Moore, the AMGA has engaged two leading examples of the institutional food sector to educate food and health care professionals about the unique nutritional benefits of Australian-grown Agaricus bisporus mushrooms.
New Three Pillar Strategy to Guide Marketing in FY2025
With the current landscape of consumer behaviour heavily impacted by the cost of living crisis, brands must adapt their marketing strategies to stay competitive. Aligned with the 2022-2026 Mushroom Fund Strategic Investment Plan (SIP), the Hort Innovation marketing team has devised a new three-pillar strategy. The key components of the strategy are win the mind, win at point of purchase and win the future.
With the current landscape of consumer behaviour heavily impacted by the cost of living crisis, brands must adapt their marketing strategies to stay competitive. Aligned with the 2022-2026 Mushroom Fund Strategic Investment Plan (SIP), the Hort Innovation marketing team has devised a new three-pillar strategy. The key components of the strategy are win the mind, win at point of purchase and win the future.
Marketing Update: October to December 2023
With an increased media spend in the final quarter of 2023, the reach of the Australian Mushrooms campaign packed a punch.
The campaign’s overall objective is to inspire people to consume more mushrooms daily by adding Mighty Mushies to everyday meals. The multi-media approach aims to reach consumers at various touchpoints including radio, out of home environments, for example shopping centre screens in close proximity to supermarkets, social media channels, and while they are shopping online.
With an increased media spend in the final quarter of 2023, the reach of the Australian Mushrooms campaign packed a punch.
The campaign’s overall objective is to inspire people to consume more mushrooms daily by adding Mighty Mushies to everyday meals. The multi-media approach aims to reach consumers at various touchpoints including radio, out of home environments, for example shopping centre screens in close proximity to supermarkets, social media channels, and while they are shopping online.
Marketing Update: Looking ahead
Plans for April-October.
Click here to read the full plans for April-October.
MUSHRoom for a mushboom in healthcare
MUSHRoom is a new initiative led by Dr Emma Beckett and the team from FOODiQ Global in collaboration with the Australian Mushroom Growers Association. The MUSHRoom (Mushroom Science and Health) online platform, a one-stop-shop for research and resources on the nutrition and health benefits of mushrooms, aims to transform the perception of mushrooms among healthcare professionals through a dedicated portal that will become a treasure trove of credible information.
MUSHRoom is a new initiative led by Dr Emma Beckett and the team from FOODiQ Global in collaboration with the Australian Mushroom Growers Association. The MUSHRoom (Mushroom Science and Health) online platform, a one-stop-shop for research and resources on the nutrition and health benefits of mushrooms, aims to transform the perception of mushrooms among healthcare professionals through a dedicated portal that will become a treasure trove of credible information.
Exclusion is a Vital Component of a Mushroom Farm’s IPDM
When we think of exclusion principles on a mushroom farm, we immediately think of grow room doors and seals. And for good reason, as grow room doors and seals are the major physical barrier used to keep flies and dust away from the mushroom crops. But doors and seals are not the only exclusion principles that are applied on mushroom farms. In this article we will look at further methods of exclusion appropriate for mushroom farms, how to apply them and why they are applied.
When we think of exclusion principles on a mushroom farm, we immediately think of grow room doors and seals. And for good reason, as grow room doors and seals are the major physical barrier used to keep flies and dust away from the mushroom crops. But doors and seals are not the only exclusion principles that are applied on mushroom farms. In this article we will look at further methods of exclusion appropriate for mushroom farms, how to apply them and why they are applied.
Optimise your Sanitiser and Disinfectant
With mounting consumer opposition to pesticide residues in food products and the increasing awareness of their environmental impact, industry access to traditional disease control chemicals is declining world-wide. Achieving effective on-farm disease management is therefore becoming increasingly reliant on whole-farm preventative hygiene
With mounting consumer opposition to pesticide residues in food products and the increasing awareness of their environmental impact, industry access to traditional disease control chemicals is declining world-wide. Achieving effective on-farm disease management is therefore becoming increasingly reliant on whole-farm preventative hygiene.
Lignin Removal
Once upon a time, Agaricus mushrooms were just another fungi, albeit widely distributed. They grew from Alaska to the Congo, and from coastal grasslands to mountain forests. This adaptivity was due in part to their natural diet, which was based on partially degraded leaf litter and other organic materials in soil. Farmed Agaricus feeds primarily on wheat straw, degrading the tough celluloses, hemicelluloses (xylan) and lignin that together form plant cell walls. One key purpose of composting is to strip away straw’s waxy cuticle and start to break down the linkages between carbohydrates and lignin, making these materials easier for the mycelium to digest – as would have occurred in the natural environment.
Once upon a time, Agaricus mushrooms were just another fungi, albeit widely distributed. They grew from Alaska to the Congo, and from coastal grasslands to mountain forests. This adaptivity was due in part to their natural diet, which was based on partially degraded leaf litter and other organic materials in soil. Farmed Agaricus feeds primarily on wheat straw, degrading the tough celluloses, hemicelluloses (xylan) and lignin that together form plant cell walls. One key purpose of composting is to strip away straw’s waxy cuticle and start to break down the linkages between carbohydrates and lignin, making these materials easier for the mycelium to digest – as would have occurred in the natural environment.
Cold mushrooms are quality mushrooms
Temperature is certainly the key factor determining the storage life of fresh mushrooms. It affects weight loss, colour change, firmness, stipe elongation, cap opening, bacterial growth and overall freshness. While there are many things growers can do to improve quality at harvest (see MushroomLink Summer p11, Best practice in mushroom supply chains for more on this), it is the temperatures that mushrooms experience afterwards that are key to determining the quality consumers experience.
Postharvest temperature management
Temperature is certainly the key factor determining the storage life of fresh mushrooms. It affects weight loss, colour change, firmness, stipe elongation, cap opening, bacterial growth and overall freshness. While there are many things growers can do to improve quality at harvest (see MushroomLink Summer p11, Best practice in mushroom supply chains for more on this), it is the temperatures that mushrooms experience afterwards that are key to determining the quality consumers experience.
In Issue 08 of MushroomLink magazine, Dr Jenny Ekman discusses:
Principles of cooling
Thermal conductivity
Cooling methods
Energy efficiency
Keeping mushrooms cold
Manage the risk of warming
Understanding and Managing Mushroom Viruses in Australia
The levy-funded project MU22003, an investment to support the study of viruses in Australia and their impact on quality and yield, has taken a significant leap forward with the recent appointment of a PhD student.
The levy-funded project MU22003, an investment to support the study of viruses in Australia and their impact on quality and yield, has taken a significant leap forward with the recent appointment of a PhD student.
Protecting the Australian Mushroom Industry with Safe Mushroom
The Australian mushroom industry has long been committed to both ‘promote and protect’. This means that investment in mushroom promotion and marketing is underpinned by sound science and effective risk management. The industry includes both small and large grower operations. Some supply retailers and require GSFI level food safety certification. Other, smaller growers, do not. In a food safety crisis, BOTH pose equal reputational risk. It is therefore important that the industry is protected by helping non-certified growers achieve best practice, and helping to build good food safety culture for all staff within certified farms.
The Australian mushroom industry has long been committed to both ‘promote and protect’. This means that investment in mushroom promotion and marketing is underpinned by sound science and effective risk management. The industry includes both small and large grower operations. Some supply retailers and require GSFI level food safety certification. Other, smaller growers, do not. In a food safety crisis, BOTH pose equal reputational risk. It is therefore important that the industry is protected by helping non-certified growers achieve best practice, and helping to build good food safety culture for all staff within certified farms.
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