Australian MUSHR JOURNAL MS - Bitly
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
lian
AustraAu stralian
Edition 3 - 2018
Autumn 2016
MUSHRMUSHRMS MS
JOURNAL
JOURNAL
Australian
Mushrooms
Journal
ISSUE: edition 3 - 2018
Contents
4 AMGA CHAIRMAN’S REPORT
5 amga general manager update
6 marketing review
12 extending the australian
mushroom message to consumers
17 workshops aimed at developing
knowledge
22 pest and disease management -
legal and effective use of
fungicides
25 Up to date resources a key
component in the fight against
pest and disease MUSHROOM INDUSTRY JOURNAL is a levy funded publication, compiled on behalf of the Australian
mushroom industry.
editorial
28 WHITe pRINCe INveSTS IN Chris Rowley - Editor 0415 140 253
Judy Allan - Editorial Consultant - 02 6767 1057
continual improvement publication dates: Winter, Spring, Summer, Autumn
copy deadline: Six weeks prior to the cover date
33 The Importance of a Good Pre-Wet subscriptions
This project Communication program for the Australian Mushroom Industry 2016-19 (MU15001)
has been funded by Hort Innovation using the mushroom research and development levy and
35 Benchmarking - A key to Industry contributions from the Australian Government. Hort Innovation is the grower owned, not-for-
Profitability profit research and development corporation for Australian horticulture. The Journal is available
to levy payers and others involved in the Australian Industry. The Journal is distributed as an
electronic copy only. Requests to be included on the distribution list should be directed to the
36 Conference Agenda holds wide Editor.
interest Letters to the editor
Letters to the Editor from readers on subjects of interest to the mushroom industry are welcomed
and encouraged. All contributions should be emailed to the Editor - chrisrowley@optusnet.com.au
40 SpONSORS AND exHIbITORS editorial policy
The opinions expressed by contributors and advertisers are their own and do not necessarily
42 HORT INNOvATION ROUNDUp represent the views of Hort Innovation. No responsibility will be accepted for any statements
made or views expressed in this journal, or for any advertisements included.
Hort Innovation reserves the right to edit, rewrite, withhold or reject any or all material whether
44 RepeAL Of WHS it be editorial, advertising copy or advetorial. If editorial changes are made, the Editor will contact
the author before publication for approval.
Manuscripts, correspondence, change of address requests should be sent to the Editor for
consideration. All material is copyright to Hort Innovation. Articles in their entirety many not be
reproduced in any other publications without written permission of Hort Innovation.
amga contact Phone: 02 4577 6877. Mail: Locked Bag 3, Windsor NSW 2756
elcome back to
the industry Jo
urnal. If you th
u would be righ ink it has been
a while,
dustry Commun
st assured we
t! The good ne
ication project,
will be working
m
w s
an
is that the Journa
aged by Team
hard to get it
ditorial
l is now part of
Rowley on your
the
behalf.
blication timefra back on a typi
me. cal quarterly
der the new proj I like mushroom industry conferences,
ect, former Edit
ts. While I have or Ju dy Alle
and if you are involved in the industry,
n and have som
taken on the Ed you shouldI like ewha
them as well. t sw
For me,apped
nificant contribu it or rothey
le, Ju dy
tion to the Journa are a w ill
great co ntinue to make
opportunity to listen
ping me to get l, writing , pr a
things right. Th
and ov
learn and to be updated on what
id in g te ch ni ca
is
e years ofhappening, l
from the very people who ad vice and
be put to good working togeth
use. know. er on the Journa
So, in case you have not heard the news l
of the first thin (and I sincerely hope that is not the
gs to notice ab
The decision w ou t th is editthe
case) ionAustralian
as taken follow is thatMushroom
it haOctober
s
Growers
beenin emailed,
in g an industry su
Conference is on from 11-13
back on this ne
w approach. We rv ey by Hortthis The Pest ra and thDisease
er than mailed and
Management to
ar
Sydney. In putting together In no va
Journal,
ti on , so
o peruse the Jo e cu rr en tly in ve w
Research e w ou
Service ld w
projectel has
co been on
st igating some on m e
workshops inyour
I have touched base with many of the
urnal through yo
ur web brspeakers
owser and gathered together a bit-lofine rethead ers,delivering
road,
w hi ch
ou to explore. o an d wtopics
ill letcovered. w ou ld eninabJuly.
le
ver the next mon a “tease” on the you kn ow wheAdelaide
Please n wefurther
in June and Melbourne
with the look an th or so we will ha ve a w or ka ble option
d feel of the Aus take the time also look
to read at ththe
through
e de story, With workshops now being
tralian Mwhich si gn of th e Jo
forurNew
ushrprovides
ooms cam a good appetiser for the planned na l South Wales in mid
to bringin it into
ding content, th upcoming conference.paign. September and Queensland
ere is plenty ha
you up to date ppening in the in
Another great thing about the 2019, the Journal covers what you
on your levy inve du st ry at th e
conference is the opportunitymtoom notent, ancan expect to learn by attending these
ustralian Mushr stment. Th e bi d we There
have are doseparate
ne our articles
ooms campaign. g ne
only hear from wstheisspeakers
the star but to sit events. best to
W t of th e te le vi si on
e AMGA Indust e have andaltalk
so covered e ap
with industry participants. covering ad
the ve
issue rtof fungicides and the
is in g and theon
ry Relationship
M an ag er From my perspective,th this givespome inatmentavailability
of the ne of up-to-date resources
Pest and Disea . Th er w A dv
se Managemen feel forewhat
is alisso plenty on-farm
happening of on-f andarm in
pest and disease issues. isory Panel
st. t pr oj ec t an
howdthe theCommunication fo
There rmis at
alsoio n
a w
storyith an
on the
push for or Project can
ganic certifica update
work to keep you informed throughout tion for spent m compost
development of the new
facility at White Prince, us an hr oomon
update
hink we have m the year.
issed anything, the new benchmarking project, an
o hear from you. or you ha As always, we have packed the Journal
ve any feedback
with plenty of informationon thatthise articles, we update on Hort Innovation activities and
relevant to your business. As I have said w
information ou ld
and be
links more than
on many other
s Rowley before – to stay up to date, read on…
The new television campaign has
activities of interest.
If you have any feedback on the articles
commenced and Hort Innovation or would like to make some suggestions
Marketing Manager, Samantha Ferguson for future editions, please let me know.
reports on changes to the campaign,
and the research underpinning those Chris Rowley
changes. There is also a detailed report Editor
GA BoARD
2015-2016 Chris
covering marketing activities conducted
oMMITTEES
in the second quarter of the year. shro
om Grow
er s
Ultimately it is all about encouraging Mu A
n
ss
a
more people to eat more mushrooms.
ali
oc
r
iation
Aust
AMGA BoARD
Kevin Tolson
(Chairman & NSW The project hasNbeen funded by Hort Innovation using the mushroom
ic Femia
State Director) (S
research and development
A
Government. HortD
levy and contributions from the Australian
irector)
Innovation is the grower owned, not-for-profit research
and development corporation for Australian horticulture.
David Tolson
(Vice Chairman Troy MMushroom
Australian Growers Association under an agreement
arlanInnovation
d
& ordinary (Queenwith
sl Association
Horticulture Australia.
Director) Thisan d Statewelcomes
Directoadvertising
r) within the Journal. The
booking deadline is 6 weeks prior to the publication date.
Mick Surrid For further information, please contact Sally Heukers on
(Vice Chairman ge Phil599
0472 Rog ersor via email using the following LINK.
135
& Victorian (ordinary Direct
Director) or)
Geoff Martin Tim Adlinglon
(Treas
AMGA
Chairman’s
Report
participants. The site will provide areas of overlap and saw how they
updates on a range of information could help each other to deliver industry
including scholarship opportunities from outcomes.
the Frontier Fund. AMGA works cooperatively with the
Tim Adlington, Chairman, Australian
Mushroom Growers Association
Also, at a project level, there is plenty research providers to represent the
of activity directed at keeping you broader interests of the industry.
informed and spreading the mushroom Through a funded project (MU17000)
message. This activity includes Judy the AMGA provides consultation
Allan and Warwick Gill who are in around, and input into, industry
direct contact with many farms and projects including food safety and
provide continual updates on pest and QA Risk Management (MU16000),
disease management. In the area of Pest and Disease Management and
D
marketing and public relations, there Research Services (MU16003) and
ear levy payers and AMGA are many agencies including Bite, Ikon Communication program for the
members, and D2C who are coordinated through Australian Mushroom Industry
While plenty is happening at Hort Innovation and are responsible for 2016-2019 (MU15001). This project-
the moment, I am pleased delivering mushroom information to based approach is instrumental in
to say the good news is that markets consumers. representing the best interests of our
remain relatively stable at the time of This Journal, managed by Chris Rowley industry.
writing, with plenty of positives for our as part of the Communication project In May, the SIAP used independent
industry. acts as a central point of focus, reviewers to ensure accountability and a
The AMGA Strategic Plan is one of these gathering together the cross-section clear understanding of the progress and
positives, establishing a clear direction of work undertaken on your behalf. payback from the marketing investment.
for industry activities undertaken on The publication has a high level of The review and analysis of the results
your behalf. In this column I would like mushroom information and has become provide continual refinement, improving
to not only share what is currently a “Must Read” for everyone in the the use of levy dollars.
happening but also reflect on one of the industry. The marketing future looks bright on a
critical elements of the Strategic plan, In the area of research and couple of fronts. We are now investing
covering the issue of communication. development, our opportunities are in a foodservice outreach program to
Strategy four is straight to the progressing well, with the members tap into trends like “blending” and the
point: “The AMGA wants to flow out of the Marsh Lawson Centre and the increased use of mushrooms in burgers
information to our members”. Strategic Advisory panel working to and other dining out meals. A project to
Great achievement is pointless if develop some exciting projects through communicate the benefits of
members are unaware of the outcome to the tender process. The process of mushrooms to health providers in the
or how they can gain benefit from initiating proposals and progressing expectation that they extend the
it. Your levy dollars are hard at work them to projects is working smoothly, information to their clients will also
on many fronts, and when it comes to and Hort Innovation is showing great shortly be in place.
communications, this means finding your leadership on these committees. I am The energy of Samantha Ferguson (Hort
needs and delivering appropriately. personally pleased that research projects Innovation Marketing Manager) and
developed through the Marsh Lawson John Vatikiotis (Industry Relationship
The AMGA General Manager, Sally
Centre and presented to the SIAP for Manager) should be acknowledged as
Heukers speaks with and visits many
recommendation were largely accepted. every month we gain momentum.
of you on a regular basis to provide
information and listen to any feedback At our most recent Marsh Lawson Until next time.
on industry issues. In addition, a R&D meeting, the committee met with
new and improved digital platform project research providers. It seemed
is underway designed to maintain
strong and relevant links with industry
a watershed moment as the energy in
the room built as researchers identified Tim Adlington
4 Australian Mushrooms Journal
Update from
Sally Heukers
AMGA General Manager Report
AMGA has also secured a post- with RMCG to ensure the project
conference visit to Adelaide with two delivers the best outcome for our
farm visits. A very special rate industry. We encourage you to
is offered to AMGA members and participate, and with participation you
conference delegates. Register via the will be given a series of performance
AMGA conference website. benchmarks for use in your business.
Early bird rates to the conference The production benchmarks include
are open until Friday 24th August. if energy, water and labour inputs,
you have not attended an industry and identify potential areas for
conference for a while this is one for improvement. To get involved, read
you. You can view the program and more about the project in this Journal
register online via the AMGA industry or give me a call to discuss. Your
conference website here: feedback is important to us.
https://amgaconference.mushrooms. Coming up:
D
net.au AMGA has a busy few months coming
ear industry members, up with key events on the agenda
Food Safety Project -
Compliance Survey including the next Strategic Industry
The industry is gaining Advisory Panel (SIAP), the MLMRU R&D
momentum, with projects Food safety is crucial to ensure Steering Committee, development of
and activities that are consumer confidence with our industry new R&D project proposals, the final
and AMGA continues to drive activities associated with delivering the
building a solid foundation for future
investment in projects such as Food upcoming AMGA industry conference
growth. AMGA continues to work
Safety and QA Risk Management and preparation for the Association’s
closely with industry stakeholders and
(MU16000). One of the activities AGM.
representing the broader interests of
being undertaken is an industry survey
the industry. AMGA has established If you have any questions or feedback
to establish a ‘snap shot’ of
projects which continue to strengthen about the R&D program, marketing
compliance enabling better targeting
the industry and increase consumer program, the industry conference,
of resources to support you. Please
confidence and awareness. member’s services or anything else
take a few minutes of your time and
AMGA Industry Conference fill out the survey. If you would like please get in touch.
This is one not to be missed. It will be to know more, need assistance or I look forward to seeing you at the
an opportunity to learn from several haven’t seen the survey please give me AMGA conference!
world-leading experts, hear about a call. Please contact me on 0472 599 135 or
innovative research and technology, Member Service - Quality email me at sally.heukers@amga.au.
visit leading farms, and network
with peers, local and international
Assurance Testing
A gentle reminder that AMGA continues
Regards, �������
businesses, delegates and industry
to provide access to on-farm QA
leaders.
The conference will provide a chance
to get many of your industry
testing. Test kits can be ordered by
Beryl via email (admin@amga.asn.au). Sally Heukers
questions answered with experienced Benchmarking Project
delegates and subject matter experts The Mushroom Industry Data Collection
covering a wide range of topics. Project (MU16006) is another
There will also be many opportunities example of a data project investigating
to relax with colleagues at any of the ways to improve business operations
numerous social breaks and dinners and build confidence in the industry.
throughout the event. The AMGA has played a pivotal role to
establish this project and is working
Australian Mushrooms Journal 5
Marketing review highlights
positive opportunities
In any business, the key to
S
ince 2015, two independent reviews into the marketing program
for Australian Mushrooms have been undertaken. The most recent
long-term success is
review, undertaken earlier this year with input from a range of
continual improvement. The stakeholders, was conducted to review the effectiveness of the
same approach is used in program and to identify opportunities for improvement.
marketing Australian The review found that stakeholders were happy with the campaign and
Mushrooms, with the felt it has been effectively delivered in a professional manner. From a
creative viewpoint, the review found the campaign had performed well,
marketing team and lead and highlighted opportunities to further reach the core target market of
agencies all striving to disengaged cooks, who want to know how to include more mushrooms in
examine current activities their everyday meals.
with a view to the future. The seasonal timing was acknowledged as being a valued approach (with
activity shouldering the summer months and heavier through the middle of
the year), and will continue over the next three-year campaign.
Further information:
The review also highlighted foodservice as a growing area of demand, and
Hort Innovation Marketing Manager – further attention will focus on ways to tap into this growth and encourage
Samantha Ferguson the wider use of mushrooms in meals prepared outside of the home.
Samantha.Ferguson@horticulture.com.au An analysis of Nielsen Homescan and consumer research data indicated
02 8295 2328 that the campaign activities had successfully impacted consumers over the
2015-18 period.
The Nielsen Homescan data shows that over the past three years
Australian households are shopping more frequently for mushrooms,
buying more mushrooms per trip (up 3.38%) and overall buying more
mushrooms each year (up 7.16%).
6 Australian Mushrooms Journal
The review was all about
understanding how the campaign
is working for Australian
Mushrooms, and identifying
opportunities to continue talking
to our core target market.
Over the next three years,
the campaign will place more
emphasis on disengaged cooks,
and provide them with even more
opportunities to engage with
mushrooms.
What was also evident from the
consumer research is that there has
been a real lift in consumption among
those people who are already using
mushrooms. In terms of the campaign,
the diverse range of communication
activities has successfully increased
awareness of Australian Mushrooms,
with television and radio advertising
contributing most to the reach of the
campaign.
The core campaign messages that
centre around the “Much Healthier,
Much Tastier” positioning continue to
come through clearly in advertising,
inspiring positive action - with the
television commercial particularly
effective at increasing mushroom usage
in existing meals.
The Australian Mushrooms Ambassador,
Miguel Maestre is recognised, liked and
trusted by a large proportion of the
Australian population, and most
importantly has a positive effect on
mushroom consumption for those that
associate him with Australian
mushrooms.
The images shown on Pages 6-7
highlight the refreshed approach for
Australian Mushrooms. Click on the
images to view the televison ads.
Australian Mushrooms Journal 7
Above: You can’t have the Grand Finale of Masterchef without mushrooms! With over 1 million viewers
it was the perfect ad placement to reach the core target market.
Updating the campaign be rolled out across all the Australian reactions of ordinary Australians as
Mushrooms communication channels, they watch the nightly news, argue
approach with consumers scheduled to see the over politics, cheer on their favourite
The 2018-2021 strategy builds on new campaign from early August. sporting teams and digest
the consumer research, independent Between now and the end of 2018, documentaries. It’s the program that
marketing review and overall campaign Australian Mushrooms advertising will unites and excites us all, and places
results. Knowing that the current take place through the following Australian Mushrooms at the top of
approach is resonating more with channels: television, static and digital mind of grocery buyers across the
confident cooks and heavy mushroom billboards (roadside and shopping country. Gogglebox Australia will be
users, there is now an even greater centre), paid social media, digital and aired on Foxtel’s Lifestyle Main
emphasis on targeting the less programmatic (including Spotify). channel, and is projected to reach
confident, disengaged, medium 228,000 people per episode. Our
Television sponsorship will last for four weeks,
mushrooms users. The campaign
creative has been refreshed (see Pages A total of three different creatives will starting early September.
6-7) to make it more ’disruptive‘, appear in the television advertising,
which commenced in the week starting Details: Gogglebox airs on Wednesdays,
specifically targeting this group of so this will begin on 5 September.
consumers, with a strong ’ease‘ message 5 August. The ads will screen over a
that brings mushrooms and ’simple total of five weeks in two-week blocks,
cooking‘ to the forefront. The look and with one week off between the two
feel has also been evolved to give the periods. The ads will appear on free to
air and subscription metropolitan Masterchef opportunity
ads a fun and bright feel. Colourful
textured backgrounds and the television throughout Australia and on
regional television in North and South Excitingly, Australian Mushrooms
introduction of messages like 'Chop secured ad placement in the 2018
Chop and its done' are used to help New South Wales. Some of the
programs in which the ads will appear MasterChef Grand Finale on Wed
Australian Mushrooms stand out from 21 July 2018. With over one
the crowd while signalling ease, speed include The Block, Talking About Your
Generation, Family Food Fight, The million viewers, over half of which
and 'an anyone can do it' mentality. The are the main grocery buyers in
ads are designed to really showcase Bachelor, Survivor Australia, and Russell
Coight’s All Aussie Adventures. their household, this was the
how easy it is to add mushrooms to perfect place to remind our core
every meal (and that they are Australian Mushrooms will also be a target market that adding
delicious). proud broadcast sponsor for the next mushrooms to everyday meals is
Naturally enough the new creative will series of Gogglebox Australia on Foxtel! easy, healthy and tasty!
Season 8 will continue to share the
8 Australian Mushrooms Journal
Above: Australian Mushrooms are the broadcast sponsor for Googlebox Season 8.
Billboards
Static and digital billboards will be used
in metropolitan and regional areas in
New South Wales, Victoria, Queensland,
South Australia and Western Australia.
These will be live for between one and
four weeks duration, in shopping centres
and on high traffic road/motorway
billboards, commencing from mid-August.
Social media
Paid social media advertising will also be
undertaken as part of the campaign
activities, commencing in August and
running through until mid-December.
This advertising will be similar to the
television advertising and consist of
6-second and 15-second video clips,
carefully targeted to reach the core
audience. The targeted approach will
allow the ads to appear directly in the
newsfeed of selected consumers, with
direct links to relevant recipes on the
Australian Mushrooms website.
Digital media Above: Static and digital billboards will be updated with the new creative.
Digital media advertising will be
undertaken on a range of top websites Events Mushroom Ambassador
and through YouTube and Spotify. The With the 2018-2021 strategy, the Miguel Maestre is set to continue as
websites include major catch up sites number of events attended will be the Australian Mushrooms Ambassador,
(plus7, 9Now, 10Play, SBS on Demand) refined to take into account the target providing support for the new program
plus the big news and entertainment audience of less confident cooks. As a approach and initiatives. During his
sites (news.com, SMH.com, result, Australian Mushrooms will time in the role, Miguel has proved a
dailytelegraph, 9honey, MSN.com and all attend the 2019 Royal Easter Show in very popular figure with consumers,
their subsidiaries). These ads will run Sydney and the Brisbane Ekka. Other attracting a rock star following at
from mid-August until mid-December. event opportunities will also be events. His popular following and his
investigated. ability to delivery inspirational recipe
and meal ideas offer an ideal
Australian Mushrooms Journal 9
opportunity to spread the mushroom tours as a means of building The study will allow opportunities to be
messaging. Work is now planned to relationships can help bring forward identified and allow future work in this
build on the relationship as a means of potential opportunities to get more area to be specifically targeted to
encouraging consumers to add more mushrooms on more menus, which is address these opportunities.
mushrooms to more meals. a win-win situation for growers and The second research component within
foodservice operators. the foodservice area is for a two-year
subscription to a syndicated marketing
Other communication Building on the success of this approach,
a tender process for the next farm visits report of the wider Australian
channels foodservice industry. This report
which will happen in the first half of
In addition to the activities outlined will provide a range of information
2019.
above that will feature the updated about the various components of the
approach, updates will be made to Over the longer term, the intention is to
foodservice sector including café’s, pubs,
existing resources to ensure build a comprehensive strategic plan
hotels, and restaurants and identify
consistency across the campaign. As a directed at maximising the use of
food trends across the sector.
result, the Australian Mushrooms mushrooms in the foodservice sector.
In combination, these two components
website will be updated and videos Part of this process is undertaking
will allow a greater understanding
added to YouTube. The refreshed research to understand the foodservice
of product usage, barriers, volumes and
messaging will also appear across the channel better, to establish a benchmark
value and identify potential
Australian Mushrooms social media of how mushrooms are used and where
opportunities for Australian Mushrooms.
channels (Facebook and Instagram) they appear on the menu. A custom
This information will then be used to
and through the electronic direct mail research study has now been scoped to
help shape a carefully targeted industry
newsletter distributed on a regular establish this benchmark. To reduce the
strategy, with the objective of
basis. cost of the study, Australian Mushrooms
increasing overall consumption for
will work in a funding partnership with
mushrooms in the foodservice setting.
the avocado and onion industries.
Foodservice
Within the new program, greater
emphasis will be placed on foodservice,
with a range of activities planned for
the coming period to build on
opportunities in this sector.
The first year of the Foodservice Farm
Tour program delivered positive
feedback and increased the
understanding of the requirements of
participants. Targeted at foodservice
professionals, the tours provide
attendees with the opportunity to learn
more about the mushroom industry at
a hands-on, farm level. Pleasingly all
respondents would recommend this
type of tour to other chefs in the
network and agreed that the tour had
improved their knowledge of Australian
Mushrooms. From an Australian
Mushrooms perspective, the tours are
also valuable in not only building Foodservice is often at the forefront of food trends, and this focus provides an
opportunity to be a part of emerging trends. The inclusion of mushrooms in
relationships but also a deeper more dining out meals helps to inspire consumers, many of whom then feel
understanding of the requirements of confident to replicate the experience when cooking at home. The increased focus
the foodservice sector. The use of the on foodservice represents an exciting opportunity for Australian Mushrooms.
10 Australian Mushrooms JournalExtending the Australian
Mushrooms message
to consumers
these impressions were watched to
completion, which is well above the
industry benchmark of 70%.
As outlined in a previous report,
Australian Mushrooms has used the
new six-second ’bumper ad‘ format
on the YouTube network as another
means of driving home the campaign
message. These ads have been viewed
over 2.5 million times across key
target audiences with a similarly high
completion rate of over 90%.
Spotify
A change to Spotify (the digital music
streaming service providing access to
millions of songs, podcasts and videos
from artists all over the world) has
Above: Australian Mushrooms Ambassador, Miguel Maestre attracted plenty of opened up further opportunity for
interest at the Good Food & Wine Show in Sydney. Australian Mushrooms. A change to
W
their ad-supported free product, dubbed
hile the 2018-21 the year with live advertising and ’Active Media‘ allows listeners to choose
marketing strategy will promotional activity as possible – this is whether they see, hear or skip ads.
see some tweaks to both then underpinned with an always on From a listener viewpoint, the benefit
approach to social media and targeted is in viewing/hearing only those ads
the focus and the delivery, it is PR activity.
important to remember that the that are of interest, while advertisers
Australian Mushrooms approach has benefit by only paying for a fully
Digital Video completed listen or view. Australian
always relied on strong, consistent
The great thing about digital media Mushrooms is now looking at adopting
messaging to encourage high
is the opportunity it provides for smart creative to adapt to the new
consumption. As outlined in the
extending a campaign message, through structure and take advantage of the
previous story, an independent review
a variety of channels. In the second improved user experience to encourage
has found the campaign has been
quarter of 2018 digital video picked up music lovers to become mushroom
effectively delivered, helping to drive
where the television campaign (which lovers.
increased consumption of Australian
concluded in March) left off, featuring
Mushrooms.
advertisements on the major catch-up TV
This story takes a look back over the apps, including plus7, 9Now, Tenplay and
marketing activities delivered in the SBS on Demand. This approach provided
second quarter of 2018 (April-June direct access into popular television
2018). Through the rest of 2018, many shows such as My Kitchen Rules,
of these activities will continue, with Bachelor in Paradise and Married at First
the refreshed creative. As outlined in Sight. In addition to these popular TV
previous reports, while the components shows, the Australian Mushrooms ad was
are covered separately, it should be also shown to consumers viewing videos
noted that the individual elements and in the food, health and nutrition
channels form a coordinated approach environment online.
with activities in one area being
The digital media approach has worked
supported by those in another. Multiple
well achieving some 8.35 million
channels are used throughout the year,
impressions across the campaign.
with the aim of covering as much of
Pleasingly almost 90% of
Australian Mushrooms Journal 11Events
The distinctive Australian Mushrooms
caravan has been on the go again,
attending the Good Food and Wine
Shows in Melbourne (1-3 June) and
Sydney (22-24 June), achieving a total
reach of 61,158 show goers. Experience
has refined the process at these types
of events with the visual impact of the
stand attracting customers, who are
then entertained with cooking
demonstrations and samples.
Brand Ambassador Miguel Maestre
attracted widespread attention with his
two cooking demonstrations at the
Sydney Good Food and Wine Show,
cooking his delicious new recipe
“Mushroomroni ’N‘ Cheese”, and taking
photos with his fans.
To reinforce the mushroom message a
combined total of 20,700 samples and
24,700 brochures were handed out to
attendees at the event.
In-store
Starting in April, Australian Mushrooms
increased its in-store presence, with a
syndicated merchandising campaign in
100 Independent stores across Australia.
The stores were visited to deploy point
of sale materials and educate staff
on handling, sorting and other best
practices for mushrooms merchandising.
The Australian Mushrooms Winter 2018
in-store sampling campaign kicked off in
mid-June. The campaign, which Above: Customers of all ages have enjoyed the in-store sampling of
concluded in early August, was Australian Mushrooms.
conducted across 370 sampling sessions
in Coles, Woolworths and Independent
stores in New South Wales, Victoria,
Queensland, South Australia and
Western Australia. An average of 78
samples and 70 brochures were
distributed per session, resulting in sales
of 23 prepacks and 7.7kg per session.
Public Relations
With recipe inspiration acting as a
primary means to attract consumers,
Australian Mushroom recipes continued
to flood mainstream media. This
approach gained significant coverage
including BW Magazine (lift-out in
Saturday’s Daily Telegraph, popular
food website Best Recipes and
syndications through regional
newspaper networks.
Above and right: New
mushroom recipes have gained
solid media coverage.
12 Australian Mushrooms JournalNew recipes
To boost the current recipe collection
and add further interest, a new series of
recipes by Australian Mushrooms
Ambassador, Miguel Maestre was
commissioned. Australian Mushrooms pR
agency, bite Communication innovatively
launched the new recipes, undertaking a
publishing house tour on 6 August, to
share the materials and cooking
demonstrations with key publications.
The tour with Miguel will develop
stronger and strengthen existing
relationships with key media, ensuring
mushrooms are top of mind and
cementing Miguel as the face of
Australian Mushrooms. Another benefit
is that the tour was time friendly for
media representatives, allowing them to
access mushroom information (and
Miguel’s delicious cooking) without
having to leave their office. Above: One of the new series of recipes is Miguel's fun-guy chicken pie. The
As part of the new recipe creation, new recipes have put a mushroom spin on classic Aussie dishes. Another series of
images and videos have been produced recipes will be commissioned in early 2019 for the Winter campaign.
to be seeded with media and shared via
the Australian Mushrooms social media
channels. The recipes have put Below: One pot wonders were the focus of the recent Mushroom Lovers Club
a mushroom spin on classic Aussie newsletter.
dishes, with Miguel’s ‘mushroomroni ‘n’
cheese muffins’, a ‘garlic mushroom
chicken kiev’ and ‘Miguel’s funguy
chicken pie’. To further extend the reach
of the campaign and the concept of
adding mushrooms to favourite everyday
meals, three micro-influencers have also
been engaged. These influencers will
share dishes that they have made-over
with mushrooms and then shared on
their social media channels, reaching
thousands more consumers with the
mushroom message. They will focus on
ease, taste and health – aligning with
our campaign key messaging but in their
own individual, authentic and engaging
way.
Additional PR activities
For winter, the Australian Mushrooms
website was updated with a new theme
and focus, featuring Miguel and his
popular Funguy chicken pie recipe. This
recipe is among the most popular on the
site and taps into ‘pie’ as a key trending
search term for consumers.
The Mushroom Lovers Club direct mail
has continued, reaching a database of
27,000 subscribers. Content has included
sharing Miguel’s secret for getting kids
cooking in the kitchen, some must-try
mushroom pie recipes, and Miguel’s tips
for healthier and tastier meatballs.
Australian Mushrooms Journal 13Social Media
Social media is one of the “always Social Media by Numbers
on” components of the marketing When it comes to social media, it is all about providing fans or followers
program, providing the opportunity to with the type of information that they want to receive and share with
communicate regularly with fans and others. Put simply, it is about content that interests and engages with
followers. Over the last quarter, the social people, and that is the approach adopted for the Australian Mushrooms
media program has continued to inspire Facebook and Instagram pages. The figures below provide a snapshot of
with delicious recipes created by Miguel, how these pages have performed from April to June 2018.
supported by recipes curated from
influencers. Facebook results Instagram results
This engaging content saw impressions rise (April – June 2018) (April – June 2018)
an impressive 59% over the quarter, • Fans: 141,416, 1,200 new fans, • Followers: 14,145 total fans ,
compared to the first three months of 9% page growth 3,591 new fans, 34% page growth
2018. The engagement rate also increased • Total impressions: 13,192,838 • People reached: 309,542
to 5%, demonstrating that the content is • Average engagement rate: 5% • Average engagement rate: 11%
resonating with fans. Miguel’s role with • Number of comments, likes
Australian Mushrooms was leveraged via a and shares: 22,206 comments, • Number of comments and likes:
Facebook Live video covering his cooking 107,742 likes and 16,610 1,043 comments and 34,343 likes
demonstration at the Sydney Good Food shares (146,558 total actions) (35,386 total actions)
and Wine Show. The ever-popular Miguel
impressed fans by cooking up one of his
newly created recipes – his ‘mushroomroni Left:
‘n’ cheese' pasta. Organically, the video Top post - Facebook
reached almost 10,000 people with 85 • Likes: 5,762
comments.
• Comments: 2,108
Social media is more than just a channel to
share the Australian Mushroom message, • Shares: 1,238
it’s also a great way for fans to • Reach: 373,117
communicate directly with us – it’s an • Engagement: 8%
excellent tool for building that two-way
dialogue and gauging how consumers feel
and think. It is always impressive to see
the photos from fans sharing their cooking
using the Australian Mushroom recipes, it’s
a real community – that’s true engagement
and brand love!
Below:
MyFoodBook.com.au Top post - Instagram
MyFoodbook is a recipe and cookbook • Likes: 2,373
destination where users can create
• Comments: 107
personalised digital cookbooks using
recipes from Australia’s leading cooking & • Reach: 65,767
food brands, combined with their own • Engagement: 25%
ideas and recipes… all for free. The
Australian Mushrooms’ subscription to the
MyFoodBook platform includes a landing
page, links to the Australian Mushrooms
website, profiles on social media,
mushroom recipe showcases, editorial
features and inclusion in 20+ eNewsletters
to 80,000 subscribers as well as features in
digital and printed seasonal cookbooks.
More than 33,500 Australian Mushroom
recipes were saved to user profiles, over
750,000 video engagements and more than
36,000 digital cookbook downloads
including mushroom recipes and education.
In total just over 1 million direct consumer
actions/engagements with Australian
Mushrooms branded content were achieved.
14 Australian Mushrooms JournalDES-O-GERM™ SP
Your complete sanitiser for mushroom farming.
A BROAD SPECTRUM BACTERICIDE, FUNGICIDE, VIRUCIDE AND ALGAECIDE
Totally environmentally friendly, non-toxic to humans and animals,
biodegradable, non-corrosive, PDQXIDFWXUHGWRHACCP & ISO 1400
VWDQGDUGV.
DES-O-GERM™ SP can be used for:
V General sanitation.
V Air conditioning units.
V Foot baths.
V6SUD\LQJGRZQRIZDOOVÀRRUV PDFKLQHU\
V Washing of hands, crates, picking equipment.
CULTIVATING EXCELLENCE
SYLVAN AUSTRALIA PTY LTD 11
t: 02 4572 0555 | f: 02 4572 0055 | www.sylvaninc.comMush Comb for all your:
Mushroom Equipment
Composting Machinery
Mushroom Exotic Projects
Casing Separators
The Netherlands
T +31 77 398 39 29
info@mushroommachinery.com
www.mushroommachinery.comWorkshops aimed at
developing knowledge
Part of the grower engagement mechanism budgeted for in project MU16003:
Pest and Disease Management and Research Services is two workshops per
year. The workshops are aimed at providing updates on new developments and
increasing the capacity of the mushroom industry to minimise the impact of
existing and new diseases.
The first series of foundational
workshops was delivered in Adelaide in
June and Melbourne in July.
The promotional flyer identified how the
relevance was viewed. It said:
“If your farm is currently disease free, During the workshops the emphasis was Project Team recognise that every
then this workshop will benefit you that the biology of the causal organisms staff member plays a vital role in
by getting your staff up to speed with is foundational to the control measures maintaining a disease-free mushroom
disease symptom recognition and vector of mushroom diseases. The disease farm. It is also recognised that every
management.” organisms causing dry bubble and staff member plays a vital role in
“If disease is a constant presence on cobweb were used as case studies to ensuring the farm successfully works
your farm, then this workshop will demonstrate this. through times of high diseases
benefit you by updating your staff with The content and delivery mechanisms of pressure and the concept of
current disease management practices the workshops have proven to be developing the scope of knowledge
and preparing them for new diseases.” robust and relevant to the diversity of was endorsed by farms because they
the personnel who have attended thus invested in their staff attending.
Topics covered included:
• New and emerging diseases. far. The diversity of roles represented Feedback forms were completed by 59
• Symptom recognition and by participants has included production of the 64 people participating in the
description. staff, HR staff, harvesters, supervisors, two sessions delivered in Adelaide in
• Identifying and managing disease growers, maintenance staff, quality June and the four sessions delivered in
vectors. control personnel, box collectors, Melbourne in July. The sessions were
• Sampling techniques for different packroom staff and management. The ranked highly by participants.
situations.
• Identifying disease reservoirs Forward Planning
with specific reference to
Cobweb and bubble. The project budget for MU 16003 covers the cost of preparation and delivery
• Spot treatment techniques. travel/accommodation of the presenters, but not venue costs. We are
planning to deliver a workshop in New South Wales in mid September and in
• Where to get help.
Queensland in early 2019, and are seeking expressions of interest to both
host a workshop and/or to participate in a workshop.
The venue requirements are a suitable room to fit a minimum of 10 and a
Further information: maximum of 15 participants, be equipped with appropriate AV equipment and,
Project leader – Warwick Gill be willing to have people from other farms attend if they apply. Because the
Warwick.gill@utas.edu.au duration of the workshop is four hours (9 am to 1 pm), the Project Team
0417 766 588 also requests the hosting farm to provide a light lunch for all participants.
Should a meeting venue need to be hired then, depending on the venue, there
Pest and Disease Service – could be a minimal charge to participants to cover the venue cost.
Judy Allan Organising these workshops is a process and we simply take it step by step
judyallan@bigpond.com until the final details are in place.
02 6767 1057 Contact Warwick Gill or Judy Allan for more information.
Australian Mushrooms Journal 17One of the workshops in Adelaide was hosted by Nic Femia of SA Mushrooms. While there is no obligation
for a workshop host to do a farm walk these participants enjoyed the chance to see some crops and meet
international consultants Eric De Groot and Bart Driessen who were in Adelaide at the time.
Training Aid Bag Bubble and Cover cobweb
rSpot treatment methods ‘Bag Bubble’ and’ Cover Cobweb’ were practically explored utilising artificial mushrooms that
with imagination represented diseased areas. This exercise and relatively cheap set of props was promoted to farms as a
useful hands-on method to initially train people about how to treat disease spots. It can also be used to compare how
different ‘more experienced’ people approach the task and calibrate everyone to the same farm standard operating
procedure.
18 Australian Mushrooms JournalThe farm roles represented by participants at Parwan Mushrooms included production staff, HR
staff, harvesters, supervisors, growers, maintenance staff, quality control personnel, box
collectors, packroom staff and management. Having participants from multiple farms added to
the discussion at the final session at the Parwan Mushroom Farm.
Australian Mushrooms Journal 19CSA Tri Clean & Fog combine a unique While being non corrosive, non
blend of three active ingredients to staining, non odorous & pH neutral,
provide broad spectrum disease cover Tri Clean & Tri Fog also has a relatively
during growing room clean outs. low hazard rating when compared to
many other common sanitising
Tri Clean and Tri Fog combats a wide
products.
range of typical pathogens commonly
associated with mushroom Tri Clean & Tri Fog are available to
production such as Cladobotryum growers in all regions either direct
spp. Lecanicillium spp. Verticillium from CSA (manufacturers) or through
spp. & Trichoderma spp. our national distributor network.
Non corrosive, non staining, non
odourous & pH neutral.
CSA Products are Australian
Although Tri Clean & Tri Fog has a made & owned with
relatively low hazard rating when
compared to many other common locations in Brisbane QLD &
sanitising products please always refer Newcastle NSW
to the SDS and read the safety
precautions on product labels before
use.of
e
m
na
he
rt
de
un
g
tin
e ra
op
ly
us
io
ev
Pr
your blend
for life
Topterra Holland is a member of the Legro Group, a family business in growing
media now headed by the fourth generation. Our goal in the coming years is to
continue producing the best possible product and services for the mushroom
and horticultural industries. This goal requires a different organisation than
we had in the past. A strong company structure linked to a clear brand,
recognised both nationally and internationally. This is why Topterra Holland
as a company name has changed into Legro Mushroom Casing Solutions.
Proudly we will retain Topterra as our mushroom casing product name.
Sjef Swinkels
Legro Mushroom Casing Solutions
Tel. + 31 (0) 88 1717600
www.legrogroup.comPest and Disease Management
Legal and Effective Use
of Fungicides
By Judy Allan What are the legally registered Fungicides?
A screenshot from a search of the PUBCRIS section of the registration body APVMA
Managing fungal diseases in the (www.apvma.gov.au) for fungicides registered on mushrooms reveals the following:
mushroom crop is not simple – the
use of fungicides does not guarantee
disease control. Fungicides are only
one of the tools available; the
disease needs to be managed
holistically with a hygiene program
that has strict attention to small
details at EVERY step.
The mushroom industry only has
legal access to a small number of
fungicide active ingredients, so it is
essential they are used as effectively
as possible. Registered fungicide
products need to be used at the Fungicides containing the active ingredient carbendazim are not REGISTERED for
correct rate in the registered use use on the mushroom crop, BUT they are ALLOWED via PERMIT 14949. This
pattern to avoid any toxicity to the permit is held by the AMGA on behalf of the industry and is current until
February 2019.
crop or unacceptable residues being
detected. They also need to be used The AMGA also holds PERMIT 12645 on behalf of the industry for products
containing prochloraz (as the manganese chloride complex ) for the split
effectively to help control the
application use pattern against Cobweb (current until 31 March 2022).
disease present and not waste
In addition, the AMGA holds PERMIT 12965 for a spawn treatment against green
money unnecessarily. mould using products with imazalil as their active ingredient (current until 31 July
2022).
A screenshot of the list of permits for mushrooms listed on the APVMA website is
inserted below:
22 Australian Mushrooms JournalWhat are the rates and use patterns? • The drum containing the
Registered rates and use patterns can be found on the product label, and there is a fungicide solution should be
legal requirement to read the label and follow the instructions. agitated so that the fungicide
Below is what the label for one of the prochloraz products, namely Octave ® stays in solution and doesn’t
specifies for mushrooms. settle out.
• Personal Protective Equipment
(PPE) should be used as specified
on the product safety data sheet.
If you are currently using a carbendazim
product, please take the time to click
on this link for the Carbendazim
permit to compare how you use the
fungicide on your farm against the
critical use comments. for farms using a
carbendazim product, please note that
The wording for the permit for the split application is below: carbendazim is regularly detected during
routine QA testing but so far we have
not seen a test result that exceeds the
MRL (maximum residue limit), and that
is exactly how we want to continue!
On a number of occasions, farms
have advised that they are using ‘x’
fungicide, but still have ‘y’ disease’; the
inference being that the disease has
developed resistance. It is true that
resistance can develop, and it is also
true that fungicides degrade over time.
Some farms choose to mix the fungicide
IN the casing, but under severe disease
pressure, it can be necessary to water
ONTO the casing so that the fungicide
In essence, the total rate for both use patterns is the same (3 grams per square is targeted to the spores that land on
metre), but the split application permit allows the 3 grams to be applied in 2 the casing.
applications using 1.5 grams per square metre each time. In my experience when working more
It is important to note that when watering on a fungicide it is essential to achieve closely with these farms with persistent
even coverage. As a guide use 1 litre of water per square metre of growing surface disease problems, it is not simply a case
on the last water of the day. Work in the UK has identified that this precise of just looking at fungicide selection
quantity of water provides a more even application than higher and lower rates. and use. Addressing the other disease
Prochloraz products are the only products that can be legally watered on during the management procedures, particularly
flushes. It is recommended that when watering the fungicide onto the beds between spot treatment and picker training
flushes, you wait for most of the pins for the flush to form before you water the and management eventually leads to
fungicide on. disease control.
If the distribution of water being applied is not precise, the distribution of the For further information on fungicide
fungicide applied will not be precise, so general watering technique is important as use in the mushroom industry, please
well. Aspects of watering technique that need to be addressed include: contact Judy Allan.
• Minimizing the quantity of water that goes onto the floor.
• Having the watering tree adjusted so that each level receives the same Further information:
amount of water. Project Leader – Warwick Gill
• The water used to apply the fungicide should be fresh water (i.e. Warwick.gill@utas.edu.au
without hypochlorite or stabilised chlorine dioxide added). 0417 766 588
Pest and Disease Service –
Judy Allan
judyallan@bigpond.com
02 6767 1057
Australian Mushrooms Journal 2324 Australian Mushrooms Journal
Up to date resources a key
component in the fight
against pest and disease
Mushroom yield and quality In the first six months of the project, a reports providing additional information
considerable amount of work has been that may be of interest to some growers
are the first casualties of undertaken to engage with growers at a and farm principles.
pest and disease. However, farm level to provide technical expertise. Growers also have access to a detailed
the risk can be reduced This expertise is then reinforced with online resource library – AGORA
access to relevant and up-to-date - accessed through the Australian
through access to resources resources on mushroom pests and Mushrooms website.
highlighting correct disease and their management.
At a farm level, two pest and disease Stay up-to-date
management. This approach To make the most of this project, there
workshops have been presented in
is a key component of the South Australia and four in victoria. The are a few simple steps that you can
project pest and Disease workshops provide a detailed insight follow:
into correct disease treatment as well • Read the project related materials
Management and Research as outlining how disease is spread featured in every edition of the
Services, managed by around the farm and the correct way Journal.
to sample and monitor farm hygiene. • Check your emails to ensure you
Warwick Gill and Judy Allan. receive the Growers Alert and Fact
feedback fr om the workshops (see Page
17 for further details) has been Sheet materials.
extremely positive, and further events • Visit the AGORA website to read
will assist in building industry capacity about a particular pest or disease
to minimise the impact of new and or treatment option.
emerging diseases. • Pick up the telephone and talk to
In addition to the workshops, the project the project leaders, who would be
has also implemented two separate happy to discuss the issue on a
formats of direct communication. The confidential basis and provide
first is a Growers Alert, delivered via advice on the next steps.
email to respond quickly to industry If you feel you are not receiving any
issues. The second is a Fact Sheet, of the materials outlined in this story
designed to provide targeted and and would like to check you are on the
detailed information on specific topics email list or registered to use AGORA,
giving farm personnel information please feel free to contact either Judy
that can be used in a practical way Allan or Warwick Gill using the details
on-farm. The first Fact Sheet was below.
released recently and covers the topic of
Syzygites megalocarpus or Troll doll.
The Fact Sheet details the appearance
of the pathogen on the bed and the
Further information:
symptomology which develops on
mushrooms. If you want to know Project Leader – Warwick Gill
more, a copy of the Fact Sheet can be Warwick.gill@utas.edu.au
downloaded HERE. 0417 766 588
Backing up this information are regular Pest and Disease Service –
articles published in the Australian Judy Allan
Mushrooms Journal. While these articles judyallan@bigpond.com
are written in an easy to understand 02 6767 1057
style, links are also provided to technical
Australian Mushrooms Journal 25Detailed fact Sheets will be
made available throughout
the life of the project to keep
industry up to date with the
latest information.
26 Australian Mushrooms JournalAustralian Mushrooms Journal 12
White Prince invests
in continual improvement
An overhead view of
construction as the new
compost tunnels take shape.
o ver the last fifty years, the
Australian mushroom industry has
undergone serious rationalisation,
with the number of commercial
independently owned and operated
farms running in the most efficient
manner possible. The farms operating
under the White Prince banner, include
growers dropping from 73 in 2011 to Regal, Elf and Premier Mushrooms –
just 44 in 2015. and are all supplied with compost
Lower grower numbers do not, however, through a state-of-the-art facility
point to an industry in decline. Far from developed by Elf Farm Supplies, owned
it. Those that remain in place are part and operated by Rob and Norah Tolson.
of an industry producing mushrooms And it is this new indoor facility which
with a wholesale value in excess of is turning heads, with the increased
$420 million and with plans in place to capacity and the improved odour
expand and benefit from increased scale management system placing it as a
of production. world leader, in terms of technology
and productivity.
Run by members of the Tolson family,
the combined entity of White Prince is Construction of the new facilities
the biggest privately-owned mushroom commenced in September 2016 and are
producer in Australia and has come now in the final stages of completion.
through decades of evolution and By September 2018 the facility is
growth, building mushroom production expected to produce 1,600t of Phase 1
around the themes of innovation and Compost per week with the capacity to
efficiency. go over 3,000t per week.
The expanded output is timely, with
A multi-generational family-owned
plans well underway for the upgrading
company, White Prince has invested
of production facilities to take
strongly in keeping its network of
advantage of the increase of available
compost.
28 Australian Mushrooms JournalYou can also read
