Industry Update ~  Issue 34 ~  January 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.
Chop Chop with Australian Mushrooms

Starting on 3 February and running through until 16 March Australian Mushrooms will be back on metropolitan radio in Sydney, Melbourne, Brisbane, Adelaide and Perth. The focus remains on taste and ease, with new radio ads recorded with Australian Mushrooms Ambassador, Miguel Maestre using the "chop chop" creative. This approach has performed well in recent consumer research, telling customers how making everyday dishes much tastier is easy with mushrooms.
 
The new ads can be heard by clicking on the links below.

Radio Ad - 15 sec 
Radio Ad - 30 sec
 
From 24 March and running through until 20 April the "chop chop" television campaign hits screens in major metropolitan centres, and with the addition of northern and southern New South Wales, regional Queensland and Tasmania.
 
The campaign will be further reinforced with messages carried through digital media, in-store sampling and out of home advertising.
 
Digital media channels including YouTube and Spotify are scheduled to carry advertising from 3 March through until 6 July. Billboard style advertising will also be used in shopping centres starting 3 March and concluding 11 May.
 
The message will also hit home to consumers as they shop with in-store sampling running in Coles, Woolworths and independent stores from 11 February and concluding on 11 March.
 
Out of home advertising, including street side bus shelters, is also scheduled to run from 3 March through until 11 May in Sydney, Melbourne, Brisbane, Adelaide, Perth, northern and southern New South Wales.

 
Foodservice activities moving ahead
 
Work in the foodservice area continues to develop with two new levy-funded projects now underway. The first is a multi-industry food service project undertaken by Food Industry Foresight and with costs shared between the Mushroom, Onion and Avocado industries. This project commenced in mid-January and will conclude in late May. Food Industry Foresight is also providing Australian Mushrooms with an off-the-shelf Australian Foodservice Report, which will be reviewed and considered as part of longer-term planning for this sector.
 
Following up the series of successful farm tours during 2018, Straight to the Source will manage the foodservice tour project during 2019. Planning is now well underway with dates confirmed for New South Wales (25 February), South Australia (13 March), Victoria (26 March) and Queensland (18 June).

Additional information on these activities will be provided in the next edition of the Australian Mushrooms Journal.
Your levy, your say, in your region

Now is your chance to help shape the future of how Hort Innovation works to invest Australian horticulture levies! Register to take part in one of Hort Innovation's 2019 Company Strategy Consultation Workshops, taking place around the country between January and April 2019. 

In 2019, the organisation is developing a new Strategic Plan to strengthen the way it works - to make sure your levy works best for you. Hort Innovation is excited about where this journey will lead, and believes it's important that this journey begins with the nation's growers. That's why a series of Strategy Consultation Workshops have been set up in regional and city areas around the country, open to any Australian horticulture business.
The workshops provide the opportunity to learn more about how Hort Innovation currently works to invest your levy funds, and to freely discuss your views and ideas on how the organisation can do this better in the future to meet the needs and priorities of the sector.
The outcomes of the consultation will be integrated into the development of the new Hort Innovation Strategic Plan, to be released mid-2019.

Visit the Hort Innovation website to learn more and register. For any questions, you can also call 02 8295 2300 or email communications@horticulture.com.au If you can't make a workshop in person, you can also share your thoughts and ideas through the online Portal. 

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 .  
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.

Dying patients to be given 'magic mushrooms' at Melbourne hospital Dying patients at St Vincent's hospital in Melbourne will be treated with magic mushrooms in a controversial trial aimed at reducing anxiety about death among terminally ill patients. The trial has been approved by the ethics committee and federal and state authorities, with 30 patients to be treated in April this year. Patients are given a single dose (which can last for six months or more) of synthetic psilocybin, the psychoactive ingredient in mushrooms, which can unlock a section of the brain, giving people an altered outlook on their situation as they approach death.

published in the Journal of Functional Foods suggests that the daily consumption of white button mushrooms could act as prebiotic by improving a gut microbial community. This could then improve the glucose regulation in the liver. Generally, people get glucose from the food they eat. Insulin transfers glucose out of the blood and into the cells. Diabetes occurs due to insufficient insulin production, or the insulin that is made is not effective, resulting in high levels of blood glucose.

Pennsylvania Dutch company Russian Pepper USA has created "Vegan Scrapple" made from shiitake mushrooms. Scrapple is a traditional Pennsylvania Dutch pork-based dish where pork scraps are mixed with trimmings and spices, and combined with cornmeal and wheat flour. Russian Pepper's nut-free vegan version uses shiitake mushrooms, white polenta, onions, and garlic to create a healthy alternative the brand believes is "even better than the real thing."

IKEA's Packaging Supplier Made Vegan Bacon Out of Mushrooms Technology company Ecovative has unveiled its latest creation- plant-based bacon made out of mushrooms . The company, which has previously used mycelium to make packaging for IKEA, has now altered the structure of the mycelium, added flavouring , and cooked it, resulting in a product that reportedly sizzles and tastes like  bacon . The company believes the mycelium could have the right structure to be used as  "scaffolding"  for other vegan meat textures, allowing it to be restructured to be more dense, like steak, or more crispy, like bacon.

Canada's indoor vertical mushroom farm takes off The Gruger Family Fungi in Nisku has unveiled Canada's first vertical mushroom farm. The company grows ten different kinds of mushroom, some edible and others medicinal, with the operation specialising in tree-loving mushrooms.

Sown in China, grown on high seas, 'Product of USA' mushrooms are killing American farms United States speciality mushroom growers are being clobbered by imports from both Canada and China, with mushrooms originating in China allowed to be labelled "Product of the USA" due to a regulatory quirk. Over the course of nine months last year Chinese log manufacturers swept in, deeply undercut prices, and wiped out 85 percent of shiitake log sales for some growers. The logs, inoculated with Chinese spawn are imported into the US and because the mushrooms are harvested in the United States, they meet the USDA's country-of-origin labelling requirement.

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