Industry Update ~  Issue 33 ~  December 2018
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.

We would like to extend our best wishes for a great Christmas and a happy and healthy 2019. Happy mushrooming everyone.
Summer food loving starts with mushrooms

Summer food loving is in the air and mushrooms are on the radar with social media, public relations activities, and more happening over the Christmas period, and plenty more planned to drive home the mushroom messaging in 2019.
 
Australian Mushrooms are front and centre in the MyFoodbook Summer Entertaining recipe collection, which launched in November. With hundreds of thousands of consumers engaging with Australian Mushrooms recipes in the pre-December period and with thousands of downloads over the past few weeks mushrooms are expected to be a regular ingredient at many Australian BBQs over the summer period.
 
Over Christmas and throughout January, the always-on approach to social media and public relations - including Australian Mushrooms Ambassador, Miguel Maestre - will also engage with tens of thousands of followers on Australian Mushrooms social media channels and provide new recipe inspiration through coverage in the wider media.
 
Commencing in early February and running through to mid-March Australian Mushrooms will be back on metropolitan radio in Sydney, Melbourne, Brisbane, Adelaide and Perth with a focus on ease. Featuring the new "Chop Chop and Its Done" approach, consumers will hear how making everyday dishes much healthier and much tastier, is easier than they think with mushrooms.
 
In late March it is "chop chop" for the television campaign, hitting screens in major metropolitan centres, and with the addition of northern and southern New South Wales, regional Queensland and Tasmania.
 
The message will also hit home to consumers as they shop with in-store sampling running in Coles, Woolworths and independent stores over February and March and with out of home advertising commencing in early March and running through to mid-May (Sydney, Melbourne, Brisbane, Adelaide, Perth, northern and southern New South Wales).
 
Digital media, including YouTube and the music service Spotify, will carry the mushroom message in 2019, with activities scheduled to start in early March and continue through until mid-July.

Additional information on the 2019 activities will be provided in the next edition of the Australian Mushrooms Journal.
Strategic Investment Advisory Panel

The most recent SIAP was held on 7-8 November. A summary of the meeting is available from the  Hort Innovation website .

The meeting covered a wide range of topics including updates on the marketing program and a range of current projects. 

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, John Vatikiotis - 0429 022 637 or  via email .  

Do you require HARPS Certification? ACT NOW....
 
If you are a Tier 1 or Tier 2 grower you may need certification to the Harmonised Australian Retailer Produce Scheme (HARPS) plus an approved food safety base scheme by 1 January to supply the major grocery retailers. If you are unsure where your business fits, please use the HARPS Decision Graphic
 
For more information, or if you are unsure how the requirements apply to your business, please visit the HARPS website or call the HARPS Helpline on 1300 852 219. 
 
For mushroom industry specific enquiries and for guidance on base scheme compliance, contact Clare Hamilton-Bate on 0407 930 586.


Educating health professionals about mushrooms

ARE MUSHROOMS GOOD FOR YOU?

A project designed to educate health professionals about mushrooms is due to begin in early 2019. More information will be released when it becomes available. View the video above for an insight into the project.
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.

How to live longer - the best vegetable to boost the immune system and avoid early deathWouldn't it be great if Australian health authorities directly promoted mushrooms to consumers, encouraging them to eat more as part of a healthy diet? Well, that is what this article shows is happening in the United Kingdom, with the National Health Service suggesting eating a portion of mushrooms every day could boost immunity and help avoid an untimely demise.

Mushroom Market to Reach US$ 69 Bn by 2024 - A  recently published report by Transparency Market Research suggests the global mushroom market will reach revenue of US$69 billion by 2024, on the back of increasing demand. The report suggests intense competition, with participants expanding distribution networks and improving product quality as key strategies for gaining increased revenue. In terms of market share, the report indicates a specific number of companies hold prime positions in the global mushroom market including The Mushroom Company, Costa Group, Okechamp S.A., Drinkwater's Mushroom Ltd., and Monterey Mushrooms Inc. The report states that arise in awareness about the health benefits of mushrooms is helping to drive the global mushroom market.

McDonald's Unveils New Signature Crafted Mushroom & Swiss Sandwiches Fast food giant McDonald's is on the mushroom trend, making a new lineup of  Mushroom & Swiss Sandwiches available for a limited time. The lineup includes Mushroom & Swiss Burger; Double Mushroom & Swiss Burger; Mushroom & Swiss Buttermilk Crispy Chicken Sandwich; and Mushroom & Swiss Artisan Grilled Chicken.
 
Gourmet's Finest promotes Mushroom Crumbles In the United States "blending with mushrooms" has become a trend with some companies releasing diced mushroom product at a retail level. Another new product tapping into the trend is "Mushroom Crumbles" released recently by Gourmet's Finest. The company states the product is a time and waste-saving idea for use in burgers, omelettes, savoury pies, stuffing and more. Mushroom Crumbles turn mushrooms that are misshapen or too small into a premium item. The company is developing a retail pack that will allow consumers to shake the diced mushrooms out of the container.

Scientists identify helpful bacterium in mushrooms -   Researchers at the Chang Gung University have identified a bacterium extracted from medicinal mushrooms that might help prevent diet-induced obesity and inflammation-related diseases. Using mice on high-fat diets for their experiments, researchers found the mushroom-based probiotic effectively curbed weight gain by 20 to 30%. The team has applied for a patent for the probiotic and plans to begin human testing.

White button mushrooms are at the forefront of the latest breakthrough in crop breeding: gene editing. This article states that mushrooms were the first gene edited crop to gain approval from the US government in 2015, allowing them to be grown and sold without having to go through the United States Department of Agriculture regulatory process. Using the gene editing process researchers can modify a gene in a specific place in a genome, producing a mushroom with a longer shelf life. The article states that although researchers have been able to use gene editing on the mushrooms, as yet no gene edited mushrooms are available in the marketplace.

Monaghan Mushrooms acquires 100% of Walkro Irish company Monaghan Mushrooms has agreed to acquire all shares of Walkro - one of the largest producers of substrate for the mushroom industry. The company was founded in Belgium in 1991 and produces 8,500 tons of substrate per week at its production facilities in Maasmechelen (Belgium), Blitterswijck (the Netherlands) and Wallhausen (Germany). In the new structure, Walkro will remain focused on producing high-quality mushroom substrate for independent growers around the world.

Trendy avocados removed from UK menus amid environmental concerns While avocados may be seen by many as a trendy food for millennial's and hipsters, some café's in Britain are now ditching them on ethical grounds, claiming that the water-intensive fruit is harming farmers and the land. While the announcement has received mixed reviews, some have now called for restaurants to go further and ban other products such as meat, match and almonds. The story highlights the need for agricultural products to be aware of moved by consumers to embrace ethically and sustainably grown food.

Copyright © Horticulture Innovation Australia Limited 2018