Industry Update ~  Issue 41 ~  August 2019
Industry Update is a monthly e-newsletter that forms part of the 
Industry  Communication project. I f you think we have missed anything, or you have any feedback on the articles,  we would be more than happy to hear from you.
Continued sharp focus to marketing program

The Australian Mushrooms marketing program continues to be reviewed and refined to provide a sharp focus to the promotion of mushrooms. The review process included a close examination of lessons learnt from previous campaigns and consumer research, the different media habits of metropolitan and regional consumers, consideration of which channels can deliver reach and presence for mushrooms, and overall timing of activity in these channels to maximise effectiveness.

The strategy for the first half of the 2019/20 financial year has now been confirmed, with the next wave of advertising due to commence in September. The approach targets a younger audience and takes into account consumer behaviour in terms of shopping and meal planning.

The advertising approach includes:

Regional Television
(Seven, Nine & Ten)
Southern and Northern NSW, VIC, QLD and TAS 1 September (four weeks)
13 October (two weeks)
Metropolitan Radio Sydney, Melbourne, Brisbane, Perth and Adelaide 1 September (four weeks)
20 October (four weeks)
Regional Radio Southern and Northern NSW, VIC, QLD, SA and TAS
1 September (four weeks)
20 October (four weeks)
The Squiz Podcast
Live reads (Mon-Thu) +eDM (Fridays)
National 8 September (four weeks)
20 October (four weeks)
Out of Home - Retail
1 September (ten weeks)
Out of Home - Street Furniture
Sydney, Melbourne and Brisbane
15 September (four weeks)
Out of Home - Bus
Perth and Adelaide
1 September (eight weeks)
Outdoor - large format ads
Regional QLD
Regional NSW, VIC & SA

1 September (four weeks) 
29 September (four weeks)

Digital - Catch Up TV, YouTube & other Display Banners National 1 September (13 weeks)
Digital Podcast / Spotify
National 1 September (nine weeks)

The advertising program will be supported by additional "below the line" activities including in-store promotions (10 weeks from mid September), social media, public relations and content (website) activity.

To listen to the new radio ads please click on the links below.
15 Second Ad
30 Second Ad

A complete report on the marketing program will be included in the upcoming edition of the Australian Mushrooms Journal due for release in September. 

What consumers want

The recent Hort Connections 2019 event hosted an expert panel discussion covering the topic of "What Consumers Want". The panels comprised:  Elisa King: Head of Marketing, Hort Innovation; Olivia Grey: Marketing Manager, Hort Innovation; Cori Hodge: Senior Consultant, FiftyFive5; Melanie Norris: Senior Analytics Manager, Nielsen and Jemma O'Hanlon: R&D Manager, Hort Innovation.

Video coverage of the panel discussion can be accessed by clicking on the links below - PART 1 / PART 2
The ultimate Australian Masterclass

The AMGA is well advanced with plans to deliver the ultimate Australian Masterclass - Bridging the Compost / Growing Divide - to the Australian industry in October. Presented by Judy Allan, Mike Hill and Geoff Martin, the two-day course will be held at four locations over the following dates:
  • 10-11 October - Windsor, New South Wales;
  • 15-16 October - Melbourne, Victoria;
  • 17-18 October - Adelaide, South Australia; and
  • 22-23 October - Location to be confirmed, Queensland.
Attendees will gain an insight into the fundamentals of the composting and growing process leading to sustainable production of quality mushrooms. The course bridges the divide between specialist compost makers and growers and provides an understanding of the daily issues and problems faced. Further details and a registration brochure will be distributed shortly by the AMGA.

For further details please contact the AMGA via email -

Hort Innovation AGM

Hort Innovation's AGM 2019 will be held on 22 November in Sydney. 
All Hort Innovation members that pay a statutory or voluntary levy have the right to vote at the AGM. In order to secure voting entitlements, members must first complete an Annual Levy Return form. The Annual Levy Return process is now open, and will close on Friday 27 September 2019.

Further information about the AGM and how to secure voting entitlements is available HERE.

Strategic Investment Advisory Panel

The SIAP met recently in Melbourne from 30-31 July 2019. A summary of the meeting will be made available on the Hort Innovation website shortly.

To stay up to date with SIAP activities, please use this  LINK  to view a full list of meeting summaries.  If you have any questions related to the operations of the SIAP please contact Hort Innovation Industry Relationship Manager, Bradley Mills - 0408 635 465 or  via email .  


New Mushroom Relationship Manager appointed

Hort Innovation have announced Brad Mills as the new Mushroom Industry Relationship Manager. He replaces John Vatikiotis who has left the company.

Brad has a lifetime involvement and passion for agriculture, and especially horticulture, initially growing up on a family citrus and table grape farm near Mildura.
Since starting with Hort Innovation (previously HAL), Brad has been a Relationship Manager with responsibilities for a broad range of industries including deciduous fruits (apples & pears, summerfruit, cherries and nashi), vegetables (potatoes, onions etc.)  and more recently berries (strawberries, raspberries & blackberries and blueberries), melons, olives etc. With changes in staff at Hort Innovation, Brad will also look after both Mushrooms and Turf in the interim until further notice.
Brad has a diversity of experience working in various agricultural, food, agribusiness and industrial manufacturing organisations relating to research, industry associations, export and new product development roles.   Brad has a Bachelor of Agricultural Science and a Master of Business Administration.

Contact: Bradley Mills - 0408 635 465 -
A snapshot of mushroom news

Mushrooms in the News is a quick snapshot of news relevant to mushrooms. It could be a great recipe, a healthy reference, some research findings or some mushroom industry coverage. When we find it we will post it to the site and include it in the Monthly Update. If you have any comments or find anything that has been missed, please email and let us know.

Mars Food plants seed with six Aussie start-ups A mushroom startup focused on producing plant-based meat products is one of six Australian food start-ups selected in the Mars Food Australia's inaugural Seeds of Change accelerator program.  Michael Fox from the Sunshine Coast in Queensland has developed slow-braised beef and pulled pork products using shredded shiitake mushroom stems as the base ingredient. The aim is to use mushroom by-product to deliver a product that is healthy, sustainable and superior in taste and texture to other vegetable protein products.

How the lowly mushroom is becoming a nutritional star If you ever want to know about the many and varied nutritional qualities of mushrooms, ask a researcher. This article, written by Professor Robert Beelman is an excellent summary, highlighting a wide range of reasons to add mushrooms to the diet, including the facts that mushrooms contain no cholesterol and gluten and are low in fat, sugars, sodium and calories. Research has also shown that mushrooms can be excellent sources of four essential dietary micronutrients - selenium vitamin D glutathione  and  ergothioneine - that are all known to be important to healthy ageing. Further research is now underway to determine the importance of these micronutrients in preventing Parkinson's disease and Alzheimer's disease.

King Oyster Mushroom farm an exotic hit When it comes to stories about mushrooms farms, there is no doubt that the media loves exotics. The Victorian rural publication Weekly Times recently covered the operations of exotic mushroom grower, John Ford. Mr Ford runs his farm inside four climate-controlled shipping containers growing 12 different varieties on his King Oyster Mushroom farm at Monbulk, in the Yarra Ranges. The farm supplies its product to Melbourne chefs and high-end produce shops in the city.

Vegan Mushroom Stroganoff Body and Soul is Australia's No 1 health and wellbeing brand, so it is only natural for mushrooms to be front and centre. This story covers a recipe for Vegan Mushroom Stroganoff written by Panaceas Pantry for Australian Mushrooms. Delicious, comfort food minus the hefty calories are what the author promises, and with mushrooms you can be sure it will be delivered. Everyday meals, much tastier and much healthier with mushrooms.

Mushroom chocolate is here and we're pretty sure it's good for you For people who like mushrooms and who have a sweet tooth as well, now is the time to rejoice as medicinal mushroom chocolates have arrived. Made by Byron Bay company, Loco Love, the organic and vegan chocolate bars come in two tempting flavours - Imagine, a caramel white chocolate block made with crunchy cookie pieces and lion's mane mushrooms, and Nirvana, a blend of 66% Peruvian cacao with dehydrated coconut blossom nectar, cordyceps and Chinese herb he shou wu. According to the story, Lion's mane is said to support brain and nervous system health, while cordyceps are believed to increase vitality, energy and libido.

Additional links of interest:

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