Mushroom

Mushroom industry levy fund

Horticulture Innovation Australia Limited (Hort Innovation) makes no representations and expressly disclaims all warranties (to the extent permitted by law) about the accuracy, completeness, or currency of information in the Mushroom levy fund industry Annual Report 2015/16. Reliance on any information provided by Hort Innovation is entirely at your own risk. Hort Innovation is not responsible for, and will not be liable for, any loss, damage, claim, expense, cost (including legal costs) or other liability arising in any way, including from any Hort Innovation or other person’s negligence or otherwise from your use or non-use of the Mushroom levy fund industry Annual Report 2015/16, or from reliance on information contained in the material or that Hort Innovation provides to you by any other means.

Copyright © Horticulture Innovation Australia Limited 2016.

The projects in this report have been funded by Horticulture Innovation Australia Limited using sources including the mushroom levy, Australian Government contributions and, in some instances, co-contributions from a variety of sources.

ContentExecutive summary 1 Strategic Investment Advisory Panel 2 Marketing report 3

R&D project list 2015/16 6 R&D report 7 Financial summary 12 Minor use permits 13

Annual Report 2015/16Annual Report 2015/16

Executive summary

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Executive summary

More than $1.4 million was invested in R&D projects aiming to improve grower returns. These delivered everything from industry-specific training to develop on-farm disease identification skills and to improve farm hygiene, to work to expand growers’ understanding of consumer behaviour, in turn allowing them to make more informed production decisions on-farm.

There were also projects designed to capture the nutritional data about mushrooms and convey the information to health professionals in the interests of market expansion.

More than $3 million was invested in the 2015/16 marketing program to make it the biggest in history. This included the introduction of the new Australian Mushrooms brand which promoted taste and health benefits while encouraging cooks to incorporate more mushrooms in their dishes. The campaign helped to drive demand across all key markets.

These and other vital R&D and marketing updates and outcomes were shared with growers and the wider industry through a series of communication platforms throughout the 2015/16 period.

During 2015/16, Horticulture Innovation Australia (Hort Innovation) was focused on investing the mushroom levy and Australian Government contributions into R&D and marketing projects to improve growers’ productivity and profitability and ensure the long-term sustainability of the industry.

Mushroom industry levy fund

Strategic Investment Advisory Panel

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Strategic Investment Advisory Panel

About industry SIAPsThe key function of Hort Innovation’s levy-industry SIAPs is to provide transparent and robust advice on potential investment opportunities, helping to guide the way industry levies and Australian Government contributions are put to use. Each SIAP has clearly defined objectives associated with the provision of this strategic investment advice, and is guided by the priorities set out in the Strategic Investment Plan for each levy industry.

During the 2015/16 financial period, 18 SIAPs were formed, with others appointed in the 2016/17 period.

Each industry SIAP is made up of panellists from that industry – most of whom are levy-paying growers – with appointments made based on skills criteria and considering geographic and sectoral diversity.

Each SIAP also has a chair, as listed on the industry grower pages of Hort Innovation’s website. The chair appointments selected by the Hort Innovation Board reflect a broad range of horticulture and agriculture experience, as well as solid foundations in former chairing roles.

SIAP meetingsSummary notes from each SIAP meeting will continue to be available on the mushroom grower page on Hort Innovation’s website, at www.horticulture.com.au/grower-focus/mushroom. Below is a brief overview of the industry’s meetings to date.

June 23, 2016

Held in the 2015/16 period in Sydney, New South Wales, this meeting included an induction session covering topics such as terms of reference, governance and expectations, as well as an overview of industry statistics and financials.

The panel was provided with an overview of the process for developing the industry’s Strategic Investment Plan (SIP), including the process for consulting with growers on the SIP. The panel also reviewed several R&D concepts, including a strategic co-investment initiative designed to create an alumni of horticulture industry leaders.

A marketing update included discussion of the marketing levy budget for 2017 and the development of a new strategy for 2017.

September 8, 2016

Held in the 2016/17 period in Sydney, New South Wales, this meeting included an update on the development of the SIP and the consultation process to involve growers.

A presentation on the marketing program included results for TV, digital and out-of-home media, as well as in-store promotions and special events such as Royal Shows in Sydney, Brisbane, Adelaide and Melbourne, Taste of Melbourne, and the Good Food Wine Show Melbourne.

A presentation on the industry’s risk management program highlighted the need for farms that are not directly selling to retailers to use one of four certifications in the future (the changeover period is 2018). Fresh Care is one of these certifications and it includes an annual on-site audit.

Name Organisation Location

Matthew Fensom White Prince Mushrooms NSW

George Haggar Costa Group VIC

Trevor Jordon Costa Group VIC

Neal Marland Marland Mushrooms NSW

Elisa Siliato Costa Group VIC

Mick Surridge Scato Plus VIC

Kevin Tolson Regal Mushrooms NSW

Rob Tolson Elf Farm Supplies NSW

Steven Willemse SJW Mushrooms QLD

Mushroom SIAP panellists

Hort Innovation has established Strategic Investment Advisory Panels (SIAPs) to provide advice to help ensure R&D and marketing investment decisions are balanced and prioritised by the current needs of each horticulture levy industry.

Annual Report 2015/16

3Television advertisingThis platform was used to promote the taste and health benefits of mushrooms, build brand awareness and drive demand, with three bursts of activity over six weeks through May and June, across all key markets. The advertisement featured during top-performing programs such as MasterChef and House Rules. The campaign reached 36 per cent of all grocery buyers aged 25 to 54 in Sydney, and 46 per cent of that same target audience in Melbourne.

Out of home advertising Supporting the television advertising activity, this campaign featured in shopping centres across the country. Shopalites (advertising panels) were strategically placed near supermarkets, with the recipe-focused mushroom messaging reaching more than 11 million people.

Marketing reportHort Innovation’s 2015/16 marketing program for the mushroom industry was the biggest in history and introduced the new Australian Mushrooms brand, alongside a campaign designed to get even the least confident cooks adding more mushrooms to their dishes. More than $3 million was invested in the program, which was launched in April 2016.

Marketing report

Digital media Over nine weeks, this aspect of the campaign delivered 12.5 million impressions (displays) of high-quality video and display advertising, social media and sponsorship content. It saw mushroom-related content on top-performing websites including Nine.com.au and Taste.com (where the campaign delivered results 178 per cent above expectation). A partnership with media site BuzzFeed also saw innovative mushroom articles delivering almost 60,000 clicks.

Mushroom industry levy fund

Social media Regular posts featured on Facebook (www.facebook.com/

AustralianMushrooms) and Instagram (@australianmushrooms) to support the TV campaign, and reached more than 18 million people. During the campaign period, the Facebook audience grew by 36,600 people to a fan base of over 76,000 – enabling it to deliver a total reach of 11.8 million people. With Instagram, there was an over 50 per cent growth in followers.

In-store activities and events In-store activity was conducted in partnership with Australian Onions. Demonstrations were held in 470 stores across the country, with 54 per cent of shoppers who tasted the mushroom and onion sample (a bolognese) going on to purchase mushrooms. In terms of events, Australian Mushrooms participated in a number of Royal Shows and foodie-focussed events during the campaign, providing access to 480,000 people and seeing the distribution of 37,000 samples.

Marketing report

Food-service industry activityA #mushiesonsourdough promotion was conceived to create social media buzz about mushrooms-on-sourdough dishes in cafés. The campaign engaged the food service industry across Sydney, the Central Coast, Melbourne, Brisbane, and the Gold Coast. Targeting 240 cafés over a period of eight weeks, the campaign saw a raft of unique dishes created and posted on Instagram by the cafés. There were eight weekly winners, each receiving a Kasumi knife and the ultimate winner receiving a $1500 Chefs Hat voucher to spend on their café or restaurant kitchen. Over 150 unique photos were posted. One month after the competition finished, nine out of 10 entrants still had mushrooms on sourdough on the menu.

Public relations To support the 2015/16 mushroom marketing campaign, media outlets, health professionals and food bloggers were sent media packs and Australian Mushrooms hampers to help get the mushroom message out to their audiences.

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Marketing report

Marketing initiatives promoted both the taste and health benefits of Australian mushrooms

Annual Report 2015/16

Mushroom industry levy fund

R&D project list 2015/16

R&D project list 2015/16

PROJECTS CONTRACTED

MU15700 2016 National mushroom conference

MU15000 Mushroom consumer research

MU15001 Communication program for the Australian mushroom industry 2016-2019

MT15032 Monitoring and evaluation framework for the industry Strategic Investment Plan

PROJECTS IN PROGRESS

MU12007 Development of a pilot mushroom farm disease monitoring scheme

MU13014 Implementing industry risk management systems and capability

MU14000 Communication and education of mushroom nutrition research to health professionals – phase 2

FINAL REPORTS ISSUED

MU10021 Improving consistency of mushroom compost through control of biotic and a biotic parameters

MU12001 Mushroom industry knowledge training project

MU12005 Analytics for mushrooms

MU12006 Opportunities for mushrooms in food service

MU12014 Mushroom industry communication plan

VC PROJECTS CARRIED OVER FROM HORTICULTURE AUSTRALIA LIMITED

MU11003 Facilitation of information transfer to mushroom industry through the AMGA Journal

MU12003 Mushrooms, vitamin D and cognition – human studies

MU12009 Identification and characterisation of white button mushroom strains with high antiaromatase activity

MU12011 AMGA research scholarship

MU12015 Mushrooms and Health Global Initiative

MU12700 Mushroom industry annual conference

MU13018 International mushroom industry collaboration

MT14055 Driving collaboration in Australian horticultural research

During the 2015/16 financial year, all Australian levy paying horticulture industries also contributed to across-industry projects addressing issues

that affect horticulture as a whole.

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Annual Report 2015/16

7Mushroom industry communication plan (MU12014) and Communication program for the Australian mushroom industry 2016-2019 (MU15001)Industry communications projects keep Australian mushroom growers and other industry stakeholders informed about R&D and marketing investments and outcomes along with other industry news, events and updates. The goal is to keep the industry strong, up-to-date, and in a position to make timely and effective decisions.

The project Mushroom industry communication plan (MU12014) was delivered by the Australian Mushroom Growers Association and specialist consultants. It sought to better reach growers and other stakeholders by using a range of new electronic and online tools, such as e-newsletters and websites. It had a particular focus on websites and work included evaluating the existing sites – www.mushrooms.net.au, www.mushroomlevy.com.au (since merged into www.mushrooms.net.au) and www.emushroom.org – for content, update frequency, site structure and design.

The project also worked cooperatively with other communication projects responsible for the management of e-newsletters, websites, video channels and webinars, ensuring information about industry activities and research outcomes was tailored to growers’ needs.

Following on from project MU12014, Communication program for the Australian mushroom industry 2016-2019 (MU15001) began in March 2016.

This new program continues to produce and maintain a number of regular communication channels, including but not limited to:

» The new quarterly Australian Mushrooms Journal, delivered electronically

» The monthly Industry Update e-newsletter

» Industry websites www.mushrooms.net.au and www.emushrooms.org (with website restructuring undertaken by project MU12014).

YouTube video content that highlights R&D investments will also be part of the program.

R&D report R&D report

R&D reportTake a closer look at some of Hort Innovation’s key projects for the mushroom industry below. To keep up to date with the latest information on new and ongoing R&D for the industry, visit www.horticulture.com.au/grower-focus/mushroom, and keep an eye out for Hort Innovation’s quarterly Hortlink publication, also available from the website.

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Appendix 1 - Industry websites.

Industry websites - www.mushrooms.net.au / *www.mushroomlevy.com.au

*This website operated separately during ongoing discussions on the industry levy. The information contained on this site has now

been moved to www.mushrooms.net.au and the previous site closed down.

Mushroom industry levy fund

R&D report

Communication and education of mushroom nutrition research to health professionals – phase 2 (MU14000)This project, which began late in 2014, collects information about the health and nutrition benefits of mushrooms to inform a range of health professionals and, as such, promote mushroom consumption.

The health professionals this project addresses include dietitians, medical doctors, nurses, dentists and naturopaths, as well as home economists and health media. Communication channels include:

» The ‘health and nutrition’ section of www.australianmushrooms.com.au, where resources such as fact sheets are kept up to date with new research

» The project’s Talking Research e-newsletter

» A printed and electronic versions of succinct brochure Just Three a Day For a Healthier Life

» Presentations, farm tours and cooking demonstrations given to health professionals, nutrition students and health media, held around the country.

The project also responds to requests for help from dietitians, bloggers, journalists and researchers regarding the role of mushrooms in health.

Relevant events to help promote the inclusion of mushrooms in the diet are also supported, such as the Dietitians Association of Australia’s Healthy Weight Week, while a presence at relevant industry conferences is also maintained.

2016 National Mushroom Conference (MU15700) This project supported the industry’s 2016 national conference, a key opportunity for growers and other industry stakeholders to access new information and to network with peers and experts. This year the conference theme was ‘Ensuring a Sustainable Future for the Mushroom Industry’.

The event was held in the 2016/17 financial period in Mildura, Victoria, from October 13 to 15. It included a Farm Walk Day at Merbein Mushrooms and presentations on key topics including the future of pesticide use, food safety, quality assurance, pest and disease management, organics and marketing.

Monitoring and evaluation framework for the industry Strategic Investment Plan (MT15032)Among other things, this project helps support the monitoring and evaluation of individual industry Strategic Investment Plans (SIPs). SIPs are the roadmaps that help ensure levy investment decisions align with individual industry priorities. They are used to guide decision-making in levy spending, and represent a balanced view of stakeholders in each industry.

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Annual Report 2015/16

R&D report

Mushroom industry knowledge training project (MU12001)This project was designed to help the mushroom industry address challenges in finding and retaining sufficient committed and capable staff to meet labour requirements.

As the industry expands, it is expected that labour and skills shortages will become more limiting. On top of that, there is no existing regular/ongoing mushroom-specific training available in the Australian industry above entry level.

The training delivered through this project helped provide skills, confidence and support to participants to help them perform effectively in their work at farm level. These courses helped provide industry with a growing pool of suitably trained people to support continued growth. Workshops were run in New South Wales, Victoria and Queensland.

A number of training modules were delivered spanning a range of topics including:

» Disease recognition and spot treatment techniques

» Farm hygiene awareness training for staff involved in production of mushroom compost

» Safe and effective pesticide use.

Growing and composting courses were also delivered using experienced trainers from The Netherlands in both New South Wales and South Australia.

Because some growers and their staff found leaving the farm to attend training difficult, three training webinars were made available online. These covered the topics of bubble disease, safe and effective pesticide use with emphasis on fungicide use, and management of cobweb disease. To view these webinars, go to www.emushroom.org.

Training content improved participants’ problem solving and risk management skills through a better understanding of production basics. It also reduced risk of pesticide misuse and improved communication with pest and disease management services.

Analytics for mushrooms (MU12005)This project delivered data sets and insights which were used by the mushroom industry to assist in strategic and operational planning, to help mushroom growers make business decisions and to evaluate the outputs and outcomes of levy investments.

Over three years, a range of purchaser, consumer, channel and behavioural data related to the Australian mushroom industry was collected, analysed, interpreted and reported.

In total, seven discrete research projects tracked changes in market activity and buyer behaviour. These generated deep insights into purchaser, consumer and market dynamics to benefit industry strategic and business planning.

These projects included:

» ‘Loose Mushrooms or Lose Shoppers’, a study of retailers and purchase behaviour including the changing dynamics of loose versus pre-pack mushrooms

» ‘Mushrooms – High, Medium, Low Consumer Analysis’, an exploration of mushroom purchasing behaviour, dynamics and opportunities across household segments

» ‘2014 Mushroom Monitor’, a detailed mushroom purchaser study looking at buying behaviour, usage in and out of home, knowledge and affinity, and barriers and opportunities

» ‘Australian Fresh Mushroom Market Profile’, a review of mushroom industry category dynamics, supply chain, retail activity and purchaser behaviour

» ‘The State of Mushroom Sales’, a study of channel, retailer and purchase behaviour

» ‘Mushroom Monitor Qualitative Research’, which involved consumer focus groups in Sydney and Melbourne.

The individual reports are available to download at www.mushrooms.net.au.

Mushroom industry levy fund

Opportunities for mushrooms in food service (MU12006)This project delivered comprehensive market analysis and to identify opportunities to boost demand for mushrooms in the Australian food service industry.

Currently, 23 per cent of the national mushroom crop is sold though food services, compared to 40 per cent for vegetables. The data gathered by this three-year project is important to individual growers, as well as the broader industry, for use in developing strategic and operational planning aimed at increasing consumption of fresh mushrooms in food service.

A project team made up of mushroom industry experts, food service industry specialists and market researchers developed a ‘Market Mapping and Mushroom Food Service Opportunity Blueprint’. This explained market dynamics, sector configurations, supply chain characteristics and demand and supply side issues.

Collaborative research projects were then undertaken with three partner companies prioritised in the Blueprint to investigate opportunities for, and obstacles to, having mushrooms included on each partner’s permanent menu.

The partners were Subway (1100 restaurants in Australia), Nando’s (more than 270), and McCormick Foods, which provides an extensive range of herbs, spices, meal bases and instant sauces sold in supermarkets.

R&D report

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McCormick Foods was one of three partners in the project Opportunities for mushrooms in food service (MU12006)

The third phase of the project saw key findings outlined in the Mushroom Industry Food Service Strategic Directions Report, which detailed recommendations for ongoing strategies to increase mushroom consumption.

Annual Report 2015/16

R&D report

Mushrooms and Health Global Initiative (MU12015)The Mushrooms and Health Global Initiative has been collecting, evaluating and communicating scientific findings on mushrooms’ health and nutrient benefits for around 10 years, to assist in positioning mushrooms as an essential, easy and tasty way to better health.

A key focus of the Initiative has been to translate scientific research and data into easy to understand information to share with health influencers and the media who can then assist in communicating the health benefits of mushrooms to consumers. It has used a range of communication channels to share knowledge of these health benefits so as to change purchasing patterns from ‘nice to have’ to ‘must have’ and to ultimately boost demand for mushrooms and benefit growers.

Primary functions of the Initiative have included:

» Using the 2014 Mushrooms and Health Report as a scientific basis for global communications linking mushrooms and health

» Distribution of quarterly Bulletins to communicate key research findings

» The Mushroom and Health Global Initiative website that serves as repository of the project’s work and resources, at http://www.mushroomsandhealth.com/

» The collation of work from international researchers and the sharing of public-relations efforts among interested individuals, mushroom organisations, researchers, academic institutions and media.

Since the Initiative began, the website has become one of the first ports of call for the media, news bureaus, researchers, health professionals and the industry in search of credible information on mushrooms’ health and nutrient benefits.

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Mushrooms, vitamin D and cognition – human studies (MU12003)Mushrooms are a convenient source of vitamin D and contain a range of other bioactive micronutrients. This project aimed to increase the understanding of the role of vitamin D in human cognition and mood, and to better understand the potential health benefits of mushrooms, with a view to encouraging increased consumption.

The project’s work included examining the efficacy of the vitamin D2, specifically found in mushrooms, in promoting the cognitive function of healthy people.

Results showed there are positive relationships between vitamin D and selected brain function in older groups (65-90 years). It supported claims there is a link between vitamin D and healthy brain function and led to a more detailed study looking at the efficacy of vitamin D mushroom supplementation on cognition and mood.

This project also looked at the effects on a particular protein that is found in the brains of dementia patients.

While the results showed no notable effects of vitamin D supplementation for improving mood, there was evidence of some benefits of vitamin D2-enhanced mushrooms in improving the cognitive function of particular groups. While these benefits were not linked to vitamin D directly, results did suggest eating more mushrooms generally could improve cognition in people suffering cognitive decline and other age-related conditions.

Other elements of the study indicated there may be a correlation between vitamin D and a protein involved in the immune system, although further clinical studies are required to substantiate these observations.

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The Bulletin - Interpreting Scientifically-based Communications

The Bulletin provides a strong communications platform to help assure frequent and consistent dissemination of new ideas so mushrooms stay top of mind and includes summarized abstracts of recent research on topics such as:

Edible mushrooms and antioxidants

Sunlight and D2 production – Dose-response

Trametes Versicolor and bone in animals

Mushroom “Blend burgers” in school meals

Mushroom polysaccharides as prebiotics

Mushroom control material to harmonize inter-laboratory analysis

Vitamins indicate quality in frozen Agaricus bisporus mushrooms.

Mushroom effect on measures of oxidative stress in adults at risk for type 2 diabetes.

The Bulletin also includes practical examples of how those in public relations/marketing interpret and customize research results for their local markets. Thirty-five issues of this quarterly newsletter have been electronically distributed beginning in 2008. This facilitates ongoing mushroom publicity around the globe, critical to increase worldwide demand. Greater sharing of information and communication is further facilitated by listing countries’ social media websites and blogs. The collective media attention generated by individual country activity then spills into all markets globally via media outlets and the internet thus leveraging the messages and reach of the Initiative. Beginning with the August 2014 issue, a customized cover memo sent to the e-distribution list directed readers to the inside content to encourage greater open rate and use of the information inside. The cover memo of the final issue of the Bulletin (August 2016) is in Appendix A. Past issues of the Bulletin are archived on the Initiative’s website: http://www.mushroomsandhealth.com/mhgi-bulletin/ ).

Mushrooms and Health Global Initiative Website – Repository of Outputs

The project’s website (www.mushroomsandhealth.com)remains the repository for the various outputs (Bulletin, Mushrooms and Health Report), and serves as a reference of abstracts and ideas for communication. Alerts on key scientific published papers that generate significant research are posted on the Research News section of the Mushrooms and Health website.

The website www.mushroomsandhealth.com is a repository for the resources created as part of Mushrooms and Health Global Initiative (MU12015)

Full details of all completed research can be found in project final reports, which are available to order at www.horticulture.com.au/about/resources-publications-final-reports (final reports are free to Australian horticulture levy payers, registered Hort Innovation members and industry representative bodies).

Mushroom industry levy fund

Financial summary

Financial summaryFinancial operating statement 2015/16

MARKETING ($) R&D ($) TOTAL ($)

2015/16 July – June

2015/16 July – June

2015/16 July – June

Opening balance 193,079 364,627 557,706

Levies from growers (net of collection costs) 3,614,563 1,204,854 4,819,417

Commonwealth funds - 732,152 732,152

Other income 32,868 14,831 47,699

Total income 3,647,431 1,951,837 5,599,268

Project funding 3,168,308 1,257,517 4,425,825

Consultation with and advice from growers 8,774 38,327 47,101

Service delivery 411,880 168,460 580,340

Total expenditure 3,589,268 1,461,728 5,050,996

Levy contribution to across industry activity - 32,724 32,724

Closing balance 251,242 854,736 1,105,978

Levy collection costs 9,080 3,027 12,107

Additional expenditure through VC - 160,712 160,712

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Annual Report 2015/16

Minor use permits

Minor use permits

Annual Report 2015/16

Permit ID Permit description (pesticide/crop/pest) Date issued Expiry date Permit holder

PER12172 v3 Pyrethrins + Piperonyl Butoxide (Pestigas Pyrethrins Insecticide & Pyzap Insecticide) / Mushrooms / Mushroom flies

1-Jul-10 30-Sep-20 AMGA*

PER12645 Prochloraz (Octave WP Fungicide) / Mushrooms / Cobweb Disease 1-Apr-12 31-Mar-17 AMGA

PER12782 Bioresmethrin + Piperonyl Butoxide (David Grays Thermal Fogging & ULV Insecticide) / Mushroom compost manufacturing and operation halls / Mushroom flies & mosquitoes (NSW Only)

7-Aug-13 30-Sep-17 ELF Farm Supplies NSW

PER12847 Abamectin / Cultivated mushrooms / Red pepper mites, Mushroom pygmy mites & soil borne nematodes of the family Rhabditidae

15-Apr-14 30-Jun-17 AMGA

PER12965 Imazalil (Imazagard) / Cultivated mushrooms (agaricus bisporus ONLY) / Green Mould

31-Jul-12 31-Jul-17 AMGA

PER14350 Bacillus Thuringiensis Subsp. Israelensis Serotype H14 (Vectobac WG Biological Larvicide) / Mushrooms / Sciarids

27-Aug-13 31-May-19 AMGA

PER14949 Carbendazim (Howzat SC Fungicide) / Mushrooms / Dry bubble, Wet bubble & Green Mould

16-Mar-16 28-Feb-19 AMGA

Below is a list of all current minor use permits for the mushroom industry, as of November 28, 2016.

All efforts have been made to provide the most current, complete and accurate information on these permits, however it’s recommended that you confirm all details on the Australian Pesticides and Veterinary Medicines Authority (APVMA) website, portal.apvma.gov.au/permits. Details of the conditions of use associated with these permits can also be found on the APVMA site. * Australian Mushroom Growers Association

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