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Au tumn 2016 Edition 2 - 2019 JOURNAL Australian Journal EDITION 2 - 2019 Contents 1 EDITORIAL 2 AMGA CHAIRMAN’S REPORT 3 UPDATE FROM INTERIM AMGA GENERAL MANAGER 4 AUSTRALIAN MUSHROOMS MARKETING WRAP-UP 10 AVERAGE DOLLAR SPEND FOR MUSHROOMS RISES MARGINALLY 12 HEALTHCARE PROJECT: AN UPDATE 14 INDUSTRY WELL PREPARED ON ISSUES MANAGEMENT 18 THE DIGITAL MICROSCOPE: A NEW OPTION FOR FLY IDENTIFICATION MUSHROOM INDUSTRY JOURNAL is a levy funded publication, compiled on behalf of the Australian 26 SMOKY MOULD: A THREAT TO SPAWN mushroom industry. RUN EDITORIAL Chris Rowley, Editor - 04 1514 0253 34 PROGRESS MADE ON PRODUCTION Judy Allan, Editorial Consultant - (02) 6767 1057 WASTE STREAMS PUBLICATION DATES: Winter, Spring, Summer, Autumn 38 MUSHROOM DAYS 2019 COPY DEADLINE: Six weeks prior to the cover date SUBSCRIPTIONS 42 FAIR FARMS INITIATIVE LAUNCHED 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 contributions from the Australian Government. Hort Innovation is the grower owned, not-for-profit 44 FRESHCARE CONTINUING TO UNDERPIN research and development corporation for Australian horticulture. The Journal is available to levy COMPLIANCE AND MARKET ACCESS 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 Editor. 46 A LIFE WELL LIVED: GEORGE JOHNSON LETTERS TO THE EDITOR / VALE: PHIL MARTIN 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 ([email protected]). 47 USING AGORA EDITORIAL POLICY The opinions expressed by contributors and advertisers are their own and do not necessarily represent 48 HORT INNOVATION UPDATE 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 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. EDITORIAL Welcome to the second Journal for this year, with yet another great mix of stories for your reading pleasure. This Journal marks the start of the new Communication Project, and Team Rowley is very keen to keep things rolling along. And to make sure we keep improving we will be contacting many of you with a quick survey, covering off how we communicate through this Journal, the Industry Update e-newsletter, videos and the AGORA pest to identify and monitor flies in and disease website. The review is all about mushroom crops, while the second what you need, and how you view this covers how smoky mould could be communication, so your input is both valued a threat to spawn run. As usual, and appreciated. The survey will be online these stories are a great read and you will be notified in the newsletter, and a valuable resource for farm and Judy Allan will also follow up some of management. you with a phone call, so please provide her with your thoughts, if you get the call. And while we are talking about farm management, let me gently In addition to our regular features like the remind you that the AGORA Pest marketing update, this Journal has several and Disease website has moved follow up stories to let you know how some to a new location. If you have any of the recent projects are progressing. The issues accessing the site, please feel stories include an update on the project free to email or call me, and I will examining novel approaches to mushroom get you up and running in no time waste streams; the next steps being at all. undertaken to educate health professionals, and some important activity in the areas of issues management. These are all valuable As usual, if you have any feedback investments for industry, and I would on the articles or would like to encourage you to take the time to update make some suggestions for future yourself on what is happening. editions, please let me know. There are always stories coming from the Pest and Disease project, and this month there are two more to add to the collection Chris of valuable information. The first of these Chris Rowley stories cover using a digital microscope Editor The project has been funded by Horticulture Innovation Australia using the mushroom industry levy and funds from the Australian government. AustralianAuA sttraraliann MushroomsMushrh ooms JournalJournalna | 20120190199( ((2)2) 1 AMGA Chairman’s Report SIAP UPDATE As the data shows, the markets have remained lower this year longer than SIAP held a two-day meeting in Sydney typically expected. Is it better than Tim Adlington, Chairman, Australian from 28-19 March. The meeting was expected production or extended Mushroom Growers Association broken into three distinct stages to summer patterns? What we do know cover a range of relevant industry is that a slower economy may have Our last AMGA Board meeting held issues. The first stage worked through affected the buying mentality. It could in May was conducted as a face to a review and approval of projects be that pricing has taken mushrooms off face meeting in Melbourne. With the and spending, while the second the menu or made it a luxury purchase. departure of our General Manager, stage comprised a progress review of Staples in more abundant supply seem there was plenty to work through previously approved projects, which to be getting picked up more frequently. and discuss, and I am thankful for the included marketing analysts reviewing The decline of the health message may selfless manner in which our Board “results by the numbers”. also be a factor when the price has risen. members put aside time from their The second day concluded with the business activities to actively engage innovation project by Xinova looking While some of these changes may and take part in progressing decisions at novel approaches to waste streams. initially appear disappointing, our that benefit our whole industry. Project representatives attended, marketing people are hard at work to reviewed their findings and facilitated CRISIS MANAGEMENT get us to 4 kg per capita and are looking a brainstorming process to find where at these issues from every standpoint. Since the last report, the AMGA SIAP members believed the most A focused TV campaign has recently Crisis Management Team (CMT) has significant value might be found in concluded and will look for the long- reconvened on April 30 for annual the areas surrounding the use of term impact of the message to gradually training and preparation in readiness waste streams and the by-products increase mushroom consumption for the for any industry crisis that may erupt. of mushroom production. It was an consumer. Our industry benefits enormously energising process, and I am looking from its proactive approach through forward to seeing how this project INDUSTRY OUTREACH the longstanding AMSAFE issues progresses. Dr Geoff Martin, the interim AMGA management framework and through General Manager, has been very busy the funded levy project that provides MARKETING and will reach out to all members to additional support through Porter The marketing number presentations gather thoughts on relevant industry Novelli. indicated a slight decline in mushroom issues and act as a conduit for At the workshop, Porter Novelli consumption over the past 52 weeks, communication to our AMGA Directors. representatives Patrick McClelland and a decline in the recall of the health We value this GM role highly and hope and Ashton Debono put the CMT message. Increased price points have to get solid feedback, to guide the through its paces. Preparedness resulted in a consumption decline as development of the next strategic plan, for any potential crisis is a key to well. To better manage the summer so please have a read of the first report success when an emergency arises consumption decline, an agreement that Geoff has written with a new (like first aid training) and is a was reached to reallocate spending perspective. core component in the strategy of to improve reach, while pulling in protecting the Australian Mushrooms (tightening) the shoulder months to Brand. I am pleased to advise that capture more summertime marketing. The proposed changes to this marketing Joseph Zdrojewski, Costa National QA Tim Adlington Manager Mushroom Category has approach will be further considered and been added to the Crisis Management confirmed at the SIAP meeting in July. team. 2 Australian Mushrooms Journal | 2019 (2) Update from DR GEOFF MARTIN Interim AMGA General Manager be sent to farms, and I encourage you This is a ‘not to be missed’ opportunity to leave them out on your lunchroom to gain real in-depth understanding of table so other staff can enjoy the the processes underlying mushroom RECRUITMENT UNDERWAY content too, and gain insights into our production, with content of real value industry. to both ‘old hands’ and newer industry I am confident this will be my first and entrants. The course is heavily last General Manager’s report for the AMGA MEMBERSHIP subsidised by AMGA as a membership Journal because the AMGA recruitment service - the cost, exclusive of At the October AGM, members agreed committee is currently interviewing accommodation and travel, is $200 for to adopt changes to the Association’s some well-qualified candidates for members and $500 for non-members.