Market research has identified the link between mushrooms and improved health as a key driver to consumption over the next decade. This project tracks the many scientific papers and publications that deal with the nutritional and health promoting benefits of mushrooms, and collates them to provide a coherent and easy-to-understand summary of the benefits. During the project the industry has been able to establish strong international scientific links, with the collaboration with the US mushroom industry being very significant, as it has meant we have had inside knowledge of their mushroom research before the information is made available to the public.
The project enabled the creation of the Mushrooms for Life website and a series of fact sheets on the nutrition profile and the health benefits of mushrooms:
Mushrooms for vitality telling people of the high levels of B vitamins in mushrooms. Healthy babies and healthy hearts covering the benefits of the folate found in mushrooms. Essential minerals such as selenium, potassium, copper and phosphorus. Healthy intestines outlining the benefits of eating fibre-containing foods such as mushroom. Keeping trim as mushrooms are both very low in kilojoules, yet very high in appetite satiety. Glycaemic Index as mushrooms have an exceptionally low GI. Avoiding cancer since the latest research suggests that mushrooms can reduce the risk of both breast and prostate cancer. With an increased awareness of the health potential of mushrooms, mainly via Mushrooms for Life, the Mushroom Monitor (MU04001) has recorded the following since 2002: Annual purchase frequency up 3.8% Volume up 11.5% Average price paid is up 26% Price per kilo has risen 19.4% An unprecedented 64% of consumers now consider mushrooms to be very nutritious A 105% increase in health related stories regarding mushrooms in the last two years
The project has been the springboard for establishing the Mushroom and Health Research Unit at the University of Western Sydney. This unit will be analysing mushrooms for their vitamin and antioxidant content, as well as the effect of mushrooms on immune function and blood cholesterol. It is expected that the results will allow the industry to better promote the health benefits of mushrooms.
MU06023 - Mushrooms and Health Research Portfolio This project is designed to generate and disseminate information which demonstrates the nutritional and health-promoting benefits of fresh mushrooms with the objective of increasing product consumption. Outcomes will be achieved through the activities of the related initiatives of the Mushrooms and Health Reearch Group (M&HRG) and the Mushrooms for Life Team. The Mushrooms and Health Research Group at the University of Western Sydney will undertake a number of scientific studies to generate new data on the nutritional and nutriceutical values of mushrooms. Initial investigations will determine the content and biological activity of Vitamin B12 in Agaricus bisporus and also study the effects of mushrooms on human immune systems.
The Mushrooms for Life component of the project will assemble scientific data and publications (from the M&HRG Group and from worldwide sources) dealing with the nutritional and health-promoting benefits of mushrooms. Material will be prepared for publication on the muishroom industry website "Mushrooms for Life" from where it can be accessed by growers, wholesalers, retailers, general media, etc.
The expected outcomes are that information will be generated by this project which will be made available to industry and supply chain users to educate consumers about the health benefits of mushrooms.
MU06019 - Mushooms and Breast Cancer Research The US and Australian Mushroom Industry and the Beckman Research Institute of the City of Hope in California believe there is sufficient evidence that Agaricus mushrooms could have a significant impact on breast and prostate cancer. This new project aims to test this hypothesis in human trials commencing in July 2007 and concluding in 2010.
The expected outcomes are: The mushroom industry in Australia uses experiments and researchers for media stories and includes all this material on its mushrooms for life website. Consumers will have a greater awareness of mushrooms and health association as measured by the 2012 mushroom monitor. Marketing and Promotions Program Summary The mushroom industry’s 2006-11 strategic plan (see Strategic Overview in Appendix1) describes the need for the industry to capture existing (latent) demand for mushrooms and simultaneously begin a repositioning of the product designed to drive future demand at a faster rate in subsequent years.
The 2006 Mushroom Monitor showed positive moment for all the demand KPIs for the product. A key indicator for latent demand is the difference between the volume people say they buy, (476g - quantitative survey) and what they actually purchase (310g – docket at exit survey/ scan sales). In other words, we measure "where their heads are compared to where their behaviour is". Currently annual per capita consumption is 3.0kg/head. Latent demand suggests that this theoretically could be 4.5kg/head if we can overcome the impediments preventing consumers from eating as many as they think they do. Alternatively you can think of latent demand as a message from mushroom consumers that they "have given permission for the mushroom industry to show them how to reach their current consumption potential". Its important to note that the consumption potential has been increasing in each Mushroom Monitor as the industry’s promotional programs gain greater awareness with consumers. In other words, the more we tell people about mushrooms the more they want to eat them. The aim of the following investment program is to capture some of the existing demand for mushrooms. The repositioning strategy that follows endeavours to create new demand for our product.
Mushroom levy contributors can obtain a copy of the marketing plan by contacting the AMGA on 02 4577 6877; or email us at info@amga.asn.au.
Across Industry Industry Program The across industry program invests in projects that aim to provide wide benefit across the horticulture sector. Many of the projects funded would be difficult for individual industries to conduct on an individual basis. An annual investment plan is developed each year and projects are commissioned by Horticulture Australia (HAL) in line with the priority outcomes of the program which are currently:- Enhance the efficiency, transparency, responsiveness and integrity of the supply chain for the total industry to provide clear market signals. Maximise the health benefits of horticulture products in the eyes of consumers, infuencers and government. Position horticulture to compete in a globalised environment. Achieve long term viability and sustainability for Australian horticulture.
