At this time next year we will have the XIth International Scientific Congress on the Cultivation of Edible Fungi on
our doorstep. Thanks to the efforts of the Congress Executive Committee Chairman, Marsh Lawson, the Scientific
Committee Convenor, Dr Tan Nair; the General Sessions Committee Convenor, John W Baker and the Social
Committee Convenor, John D Baker and the members of these committees as well as the professional handling by
Ken Scheller and Ngarita Bishop at the Congress Secretariat, preparations are well under control. There are more
early enrolments at this stage, than we expected and all suggests the result we have aimed for – the best practical
Congress ever held.
In conclusion, I wish to thank our Secretary/Promotions Executive, John Miller, for his tireless efforts on behalf of
the Association and his assistance to me personally; the extension and research workers for their contribution to
the industry; and members of the Board of Directors for their time, thoughts and advice for which not only myself,
but all members of the AMGA are grateful.”
Reminiscences of a Fun’gi 145
My Secretary-Promotion Executive’s Report – 1979-80 covered the following:-
Membership
The membership of AMGA Ltd as at 30th June 1980 consists of 89 Ordinary Grower members who represent 85
farms throughout Australia. There are 8 Life Honorary Members and 8 Honorary Members. We have 7 Associate
Members who represent firms supplying goods or services to the mushroom industry.
Imports
Imports of fresh mushrooms from New Zealand have shown an estimated increase of 25% over the previous 12
months and are approaching the danger levels of 1977-78 when we last had an IAC inquiry in Canberra.
In my position on the Executive Council of the Australian Horticultural Growers Council (AHGC), I had the
opportunity of expressing our fears of increased NZ imports of mushrooms when the AHGC met with the
Department Head of Department of Primary Industry (DPI) in Canberra recently. The DPI have agreed to continue
monitoring the import figures after I informed them that the IAC Commissioner in his publicly published 1977
Report Conclusions, said “that if NZ imports continue to increase at 40% that Australian producers may find it
necessary to seek assistance against NZ imports. There is a threat that NZ imports may in future cause material
injury to the Australian industry”.
The current Trade talks between Australia and NZ governments to create greater trade links between the two
countries will need to be watched closely.
The only bright light in information I have gained from NZ is that their phasing in of equal pay for men and women
is in its final 3rd year and will at least bring wage costs for pickers more in line with Australia. Which probably
explains why the average price for mushrooms exported to Australia has jumped from $1.66 kg in 1977-78 to $1.96
kg (ex NZ on FOB basis) with the last monthly figure being $2.09 kg.
Imported canned mushrooms have indicated a rise of about 351,000 kg above the 1978-79 figures; however, this is
still 1,000,000 kg below the record year of 1977-78.
Australian fresh mushroom sales have jumped up at least 1/2 million kg this year obviously filling a need and
winning back sales previously lost to imported canned, due to insufficient supplies of local mushrooms of suitable
graded size and quality being available in previous years.
It has done my heart good and I have been proud to note the general overall improvement in quality grading and
presentation of local mushrooms in shops this year.
Together with the very successful promotion program, (which is useless if the product looks unattractive) most
growers would agree that the extra effort was well worthwhile and was reflected in the increased demand and
excellent prices.
Promotion
Magazines. Our national promotion activities were increased by our movement into the catering area and
excellent support has been given to us by that well known catering magazine “Institutions”, that is circulated
nationally to chefs and catering managers in restaurants, clubs, hotels, hospitals etc. The colour photography is
superb and we have supplied colour negatives of mushroom food shots for use in the magazine. We intend to
spend more money in this magazine this year.
Reminiscences of a Fun’gi 146
Full colour page was bought in “Slimmer” magazine and “Women’s World” feature on “Weight Watchers” and
approved recipe leaflets were distributed via their office in each state.
Public Relations were maintained with cookery editors and food writers of major women’s magazines and
newspapers, as well as home management and staff of gas and electricity authorities, home economics technical
colleges (training the cooks of the future) and catering colleges.
Reminiscences of a Fun’gi 147
Cooking Demonstrations
These were arranged with national food and appliance marketers and contacts were established in each state of
Australia for our state directors to co-operatively advertise with at low cost, by supplying mushroom stock and
AMGA special recipes for demonstrators, such as:
(a) Rice Marketing Board
(b) Microwave Ovens of Sharp, Sanyo, Toshiba, Philips, Rank Arena, National
(c) Kitchen appliances of Sunbeam, General Electric, Westinghouse and Monier
(d) “Bar-B-Q Galore” Company. We had big outdoor promotions in Melbourne (Vic), Mermaid Beach and
Brisbane (Qld), Newcastle, Wollongong and Silverwater (NSW), Perth (WA), Canberra (ACT). This
encouraged a greater use of mushrooms for the leisure area.
(e) Bernard King and “Kings Kitchen” shown daily on Channel 0 network TV in every state. He is one of our
great promoters!
(f) International Catering Fair – Sydney. Rice Board, Kraft Foods, Fish Marketing Authority, Del Cerro Pecan
Nuts and Dairy Board. Chefs, catering managers and executives of hotel, clubs and restaurants and
institutions, attended this. Mushroom dishes. Ten companies had stands and demonstrators giving
tastings of mushroom dishes.
TV Film of mushroom industry was produced over 3 days filming by the ABC Channel 2 in co-operation with AMGA
staff and growers. It was shown nationally to about 3 million viewers and did a tremendous job in showing the
public the technological advance our industry has made over the years and the high capital investment involved in
producing mushrooms all year round.
Poster photography and TV film of cooked mushroom dishes and prepared together with Betty Dunleavy and Kevin
West of Retter West Advertising, our appointed agency.
Musical “Jingle” has been produced and taped ready for use by a state that wishes to use it on radio or TV. The
theme is “Mushrooms – The Taste Sensation Vegetable for All Seasons”. New posters and recipe leaflets are being
considered to compliment the theme.
Merchandising Service erecting posters and distributing recipe leaflets into shops by the COD group staff was
continued in Queensland, NSW and Victoria at a reasonable cost.
Victorian Branch broke new ground by being the first state to present the TV promotion film.
The growers in that state chipped in heavily with approximately $25,679 in addition to the normal 30c spawn
contribution to launch a most effective campaign. By all reports it had the desired effect of increasing demand and
prices received compared with previous years.
It is good to see Terry Piggott, Victorian Department of Agriculture, Vegetable Research Station now actively
assisting the Victorian mushroom growers and taking a great interest in their needs.
NSW Branch decided to implement its TV promotion for “Fresh Market” and a substantial bank was quickly
established by the total voluntary contribution of $25,676, which was made up of $21,736 by growers and $3,940
by market agents and distributors to put the TV program into operation. This backed up the voluntary additional
special extra 30c kg spawn contribution money being paid by most NSW growers, which finished up exceeding
$32,000 for 12 months ended June 1980. A great effort!
Mrs Zena Peters was employed for a trial 12 months period to add weight to our merchandising services to shops
and do cooking demonstrations when required. Zena created a greater awareness of the mushroom industry and
its interest in the person who generates sales. The shopkeeper! She has now satisfactorily completed this
exercise.
Reminiscences of a Fun’gi 148
Research and Extension
John D Baker, District Horticulturist, has worked tirelessly in his efforts to service the needs of those NSW growers
who have requested his assistance. He has been a great disseminator of the latest information gained both
overseas and locally, by the valuable work being carried out in our Department of Agriculture Research Centre at
B&CRI Rydalmere by Dr Tan Nair and Dr Alan Clift.
John has organised a number of successful practical discussions and “farm walks” together with Research Officers
on J.W. Baker’s, R Tolson’s and G Price’s farms and B&CRI during the year. I am sure growers have been
enlightened by the discussion during these sessions. Interstate members have been kept well informed of the
latest information, as John is also our “Newsletter” Co-ordinator. Remember it is up to you to contact him if you
have a problem you want to discuss with him.
We are all most grateful to have John, Tan and Alan to assist the mushroom industry.
Our mushroom industry and its future rely heavily on the practical results produced by these dedicated people in
the short and long term. The government is to be commended for its positive support in financing their continued
work on mushroom research.
Industrial Relations
I have been appointed to the Mushroom Growing Industry Conciliation Committee by the Industrial Registrar and
to appear in the Industrial Court in matters relating to Australian Workers’ Union (AWU) matters when necessary
for mushroom industry work value or log of claims cases.
Each State in Australia had a Director appointed to the Board of Directors in 1980
The first year (1980/1981) of the new arrangement was reviewed by the
Chairman, Rob Tolson and he states in his annual Report to members at the XIth
ISCCEF in Sydney begins.
“This year I have felt was a little quieter for me with the states working as separate
entities, doing their own state promotion guided by John Miller. The National
Board attending to AHGC, national promotion and the general well being of the
Australian industry. At last, with the effort of the other states and Norm Johnson
in particular, having NSW general meetings or parochial meetings, as Hank Young
would say, it is working.
Research has also blossomed in the eyes of many growers, with most growers
openly telling you how much worse off they would be without B&CRI Rydalmere and the advice coming from
there. A very big thank you to Dr Alan Clift, Dr Tan Nair and staff. The growing facilities with all its frustrations in
being are now bearing fruit.
Best wishes go to J.D.; Baker on his two appointments during the year, first to the Minister’s Department, then to
the Riverina Area as Regional Director. A welcome to Ron Gordon, his successor, as the District Advisory Officer.
“When is the next on farm discussion?”
Imports still remain a problem, one that has grown largely unnoticed during the year. Brine imports up and the
New Zealand trade situation still up in the air. A situation that must be watched closely in the coming year,
Reminiscences of a Fun’gi 149
because as you all know, we can compete with New Zealand if on equal terms, but not too well with their very high
export incentives.
Quality of most mushrooms hitting the market has improved during the last couple of years in my opinion, but we
could still do with less at the bottom end of the quality scale. The growers who take heed, will own their farms of
the future, there is no doubt.
John Miller’s successes in the promotion area have been most outstanding with a very successful canners’
promotion, a big Woolworths National Co-operative advertising deal for the first time and many pages of
promotional material in the media. Well done, John. As growers, we must be aware how costs in this field have
gone mad with media people realising we have had a pretty good free run and are now more than ever looking for
funding.
As I write this, the 1981 International Congress is only a fortnight away. Everything looks good for a most
successful event.
A few problems seem apparent to me as Chairman of the host country. Attendance figures did not look like
making the target indicated on the first circular. Overseas growers are still registering; this makes it very difficult
for the host country. Why does it have to be so?
When is the next Congress? Where? Who will run it? Who will pay? I hope the International Executive has some
answers. Maybe the International body could run one. Where?
Lastly, but by no means least, I wish to express thanks to the Association’s staff, board of directors and state
directors for their untiring help during the year to keep this Association one of the most successful in the industry.
A special thanks to Dr Nair and Dr Clift for their Congress efforts and Ray Clark, our untiring treasurer.
My Secretary/Promotion Executive’s Report for 1980/81 covered the following
issues:-
Membership
The membership of AMGA Ltd as at 30th June 1981 consists of 75 Ordinary Grower Members who represent 69
farms throughout Australia. There are 8 Life Honorary and 9 Honorary Members. We have 7 Associate Members
who represent firms supplying goods or services to the mushroom industry.
Imports
Imports of mushrooms from New Zealand have shown an increase of 15% extra fresh mushrooms to 364,000 kg
(cost FOB $2.01 kg); 300% extra frozen mushrooms to 23,000 kg (cost FOB $3.24 kg). The discussions between the
Australian and NZ governments concerning Closer Economic Relations (CER) with trade are still continuing. The old
NAFTA agreement expires in June 1982 something will have to be done by then. The exchange rates and export
incentives are a great hurdle.
We have travelled to Canberra and met with our government ministers and advisors a number of times this year to
drive home to them the seriousness of an increase in imports.
Canned Imports from Asia are again rising rapidly and are indicating an increase of 25% to 5 1/2 million kg at a FOB
cost of $1.38 kg ex Asian ports.
Reminiscences of a Fun’gi 150
There has been, in the last eleven months, $8,198,870 FOB value of mushrooms imported into Australia. It is
interesting to note that the Australian government has collected $1,100,980.00 in import duties! NZ is duty free.
There is a dried mushroom market of 90.000 kg (dried weight or over 1 million kg fresh weight equivalent) with an
FOB value of $14.28 kg that some enterprising Australians should look at supplying.
Australian production has continued to increase, with more output going to the fresh market, as canned sales are
eaten into by imports and contracts cut.
MUSHROOM GROWING: AREA, PRODUCTION AND QUANTITY OF SPAWN USED
Year ended No of growers Total area of Total production of mushrooms Total Qty of
31/3 beds (trays, during year spawn used
68 shelves etc used during year (kg)
1980 63 during year For Processing For Fresh
1981 counted each (kg) Market 164,901
time cropped 214,695
2,371,015 (kg)
373,926m2 2,145,353 3,167,434
427,4980 3,899,762
A promotion campaign was put into effect to try and hold the canned “butter sauce” market. NSW growers
promised a possible extra $10,000 (additional to the $32,000 last year) by way of a NSW Promotion Spawn
Contribution of 30c kg. We received $5,000 extra.
Edgells had heavy stocks in warehouse and had to cut some contracts, however, the joint promotion with AMGA
helped to clear stocks and stop the situation getting worse.
Victorian growers put $51,000 additional funds into promotion this year of fresh mushrooms in their state.
As from 1st July 1981, NSW growers will have the option to pay their extra 30c kg on spawn used, direct to their
spawnmaker or the AMGA office. The financial support of all growers is urgently required to maintain sales and
prices!
It is our intention to promote jointly with the canners again this year. The income from the first three months will
be used as a guide to grower support and if insufficient funds are available we will have to inform Edgells and AMG
Co-operative Sales Managers, that we will not be able to advertise this year jointly with them.
If cannery sales fall further, there will be enormous pressures on the fresh market to clear stock at a reasonable
return to growers.
With the Australian population now consisting of 50% of people who were either born overseas, or their parents
were, and have different taste in food, it is obvious that canned or convenience food must be prepared to cater to
this market and its needs that vary from traditional Australian dishes.
Remember. Your competition for sales is not only with the mushroom grower on another farm and importers.
There are other crops fighting for a share of the dollar on the dinner plate! Zucchini, button squash, avocado are
becoming stronger every year. We are fighting for poster and shelf space in supermarkets and fruit and vegetable
markets.
Reminiscences of a Fun’gi 151
Our product and promotion must be better than everyone else.
Promotion
Public Relations and Media:
There has been continuous contact throughout the year with editors and food writers of women’s magazines and
newspapers, home economists and home science technical colleges, gas and electricity authorities, co-operative
cooking demonstrations with other food and appliance manufacturers. “Woman’s Day” May issue – 6 pages,
Mushroom Cooking, over $25,000 value alone.
Published press space of approximately 260 pages nationally with a market cost value of $555,000 has been
achieved in 12 months, plus the TV air time with Bernard King’s “King’s Kitchen” nationally, Maryl Leigh
(Nutritionist, Queensland) and Jan Rackham (Home Economist, Victoria).
Mushroom Industry Awards have been arranged as prizes to home economics students and catering students at
colleges.
Cooking demonstrations at major capital city Royal Shows/Exhibitions in Brisbane, Sydney and Melbourne.
Thousands of recipe leaflets were given out at these events.
In-store Merchandising and Erection of Point of Sale Material
Agreement has been reached with the COD promotional organization to continue this work in Brisbane at $500 per
year, Sydney $2,500 (which is an increase of $1,500 on 1980 costs) and Melbourne $2,500 (an increase of $500 on
1980 costs). This is still a very good and reasonable deal, even with the increases, compared to the cost of putting
our own men and vehicles on the road to do the job.
Radio taped jingle and TV cassettes were recorded and made available to each state for promotional purposes
when required.
Woolworths National Promotions Manager agrees to join promotion in their stores in all states. Special recipe
leaflets prepared.
Costs of radio rise by 20%; TV prime time by 50% and posters 50%. These costs are continually rising and are
reducing the available funds. We have to spend on promotion at a time when we need them most.
The market place operates on a supply and demand situation, which affects your selling price.
By promoting constantly through various media, supported by your presentation of a consistent supply of well
presented and graded to type, quality mushrooms, we will create that demand. Improved cash returns should
then be your just reward.
The increase in Spawn Contribution Fund fees in 1980 to 35c kg should have increased that income from $70,000
to $83,000 if every grower would have paid his full share. Instead we received $76,000 (a budget shortfall of
$7,000). It is necessary for the national AMGA to borrow $12,000 to meets its commitments.
If growers expect maximum promotional, research, political and industrial benefits from their industry, then they
must support it financially to the utmost, or accept reduced or nil activities in some of these areas.
No funds are available for national promotion at this point of time.
Reminiscences of a Fun’gi 152
National Mushroom Month – September 1981
This event will launch our promotion nationally for Spring/Summer 1981. Full support of media, food and
appliance companies is being arranged with our own PR efforts.
Paid advertising will only be possible in the states with their own cash reserves available.
The first NSW Branch Report of 1980/81 was presented by the new State Director, Norm Johnson as follows:-
“We have now had a full year working independently from the national body, like
other states, on promotion, cultural and general industry problems. There has
been some difficulty on deciding which were NSW and which were national items
– but working together with the National Chairman, Rob Tolson, Secretary, John
Miller, the Treasurer, Ray Clark and with the co-operation of the committee, we
feel this has been achieved with success.
The NSW Promotion Fund of 30c kg for fresh and canned is going well with more Norm Johnson
growers contributing this year. The 1c kg for mushrooms sent to the fresh market
and 2c on door sales, is of great assistance to the committee with its advertising
program for fresh mushrooms. This money is to be paid direct to the Treasurer
each month and cheques made payable to “NSW Branch AMGA Fresh Market
Promotion A/C”.
The market agents’ 1c kg or 5c per carton is not doing so well, with some agents paying on all sales, some on part
sales and some not at all. But, with the total contribution still being many thousands of dollars, it is greatly
appreciated.
After the growers’ visit to Flemington Markets to view their mushrooms on the day of sale, as requested by the
Mushroom Advisory Officer and some agents, a return visit was organised for agents and their key buyers to see
some of the difficulties in growing the crop. But this day was very poorly attended.
The change in format for the General Meetings in future to start mid-afternoon at Rydalmere, your Committee
feels will be more interesting, giving you a chance to see the mushroom growing rooms and what experimental
work is being carried out.
With working team at Rydalmere consisting of Dr Tan Nair and Jeff Bradley on Biological Research and Growing, Dr
Alan Clift and Roger Toffolon on Entomology and Dr Peter Fahey and Walter Antonnuci working on Bacterial
Blotch, we feel there is much work being done by them together with District Advisory Officer, Ron Gordon at
Windsor, which would be beneficial to the growers in learning to control their pests and diseases. This should
result in higher yields and better quality mushrooms, which should help with the increasing competition in the
market place from New Zealand and interstate mushrooms.
We, as your NSW Committee, hope you will give us your full support in attending these meetings.
A Christmas Party has been organised this year at the Baulkham Hills Bowling Club on Tuesday 1st December 1981.
Please come along and bring your lady and friends to make this a successful night.”
There were many new issues cropping up all the time
Reminiscences of a Fun’gi 153
And it became necessary to inform members quickly, so I presented an Interim
Report April/May 1982 under the following headings:-
1. Meetings with Government in Canberra 27th/28th April 1982
A meeting of the Executive of Australian Horticultural Growers’ Council (AHGC) was held in Canberra on Tuesday
27th April prior to meeting with the Government rural Committee in Parliament House at midday and later in the
afternoon with Department of Primary Industries (DPI) heads of the Horticultural Division, Mr George Mackay and
Mr Dick Coutts.
The items of concern and discussion were:
(a) Closer Economic Relations (CER) with NZ AHGC firmly restated its policy views on this subject.
(b) departmental heads had returned from New Zealand after discussions with their counterparts in the last
few weeks.
(C) varying interests have now reached agreement in both countries and it only left horticulture to be
resolved.
The general opinions expressed during the various meetings confirms the view that:
• CER will be introduced on 1st January 1983
• Dumping will be closely watched and a cash security will be paid by importers prior to shipment. If
dumping complaint is proven, then the importer loses his cash security.
• The Department of Business and Consumer Affairs (or its replacement possibly Attorney General’s
Department) are to organise a committee and contact point for a fast-track approach to anti-dumping.
• Import licensing restrictions to be phased out.
• Export and performance based incentives to have a terminal date of 1st January 1983 if not before.
• A draft package of the agreement details and dates are to be made available to industries who could be
affected, so that they may comment before final agreement is made on CER.
• Quick reference facilities will be available for TAA or IAC enquiries.
There will be no more suspension loans granted for the production of fresh mushrooms. The last grant for the
mushroom industry was $82,000, which was granted in 1980.
Taxation related benefits would be reduced to 1.4% on any fresh produce export sales. However, it is 1`0.5% on
canned mushrooms.
We were also informed at the two meetings that the Deputy Prime Minister, Mr Doug Anthony, had just returned
from New Zealand and would be reporting to Cabinet in a week on the progress of his discussions with the New
Zealand Government. There was no indication of his feelings to anyone at that time.
An opportunity arose to meet with the Deputy Prime Minister at 11.00pm that evening, in Parliament House, and
the AHGC President, Hugh Cope and I, together with Bruce Lloyd MHR (Parliamentary Secretary to the Minister for
Primary Industry) and Alan Cadman MHR (Parliamentary Secretary to the Prime Minister) held discussions with Mr
Anthony on a range of horticultural industry problems.
As the matter of CER has not as yet been reported to Cabinet, suffice it to say that Mr Anthony convinced me that
the Australian Government is attempting to protect our interests. However, New Zealand is in a bad way
economically and there will have to be a little give and take on both sides of the Tasman.
Reminiscences of a Fun’gi 154
New Zealand needs CER more than Australia does, so it will be prepared to give away a lot more now than it would
have twelve months ago, to obtain a final settlement of the CER agreement.
(b) Plant Variety Rights (PVR) legislation is having a difficult time getting through the House. There appears
to be more letters of objection to the Bill, being received by politicians than support for it.
(c) Tariffs. We again expressed strongly the view that across-the-board reductions in tariffs would seriously
damage the economic viability of Australian horticultural producers.
(d) Meeting with the Labor Party Opposition Spokesman on Primary Industry. A meeting was held with Mr
John Kerin, MP to keep him informed on the matters of concern to horticultural producers in general and
mushroom growers in particular.
2. Australian United Fresh Conference (AUF)
Attended the AUF Conference in Sydney Hilton Hotel from 23rd/25th May. There were over 200 full delegates from
production, packaging, wholesaling and retailing from all over Australia.
The subjects covered most of these areas and visits were made to Flemington Markets and Woolworths’ new
“hypermarket” at Chullora.
It was stated by Woolworths’ General Manager, Mr Stallard, that fresh fruit and vegetables were sold:
- 25% through independents
- 25% through greengrocers and
- 50% through supermarkets
Woolworths anticipate that fresh foods will be their greatest growth area. In 1981 their sales were $2.6 billion,
and will increase to $3.9 billion by 1985. Today, they hold approximately 9% of the Australian food market. Sales
of fresh fruit and vegetables will double by 1985. They will then sell 200 million dollars worth of produce a year.
All of their staff in this area is being specially trained to handle fresh produce.
Mr Arch Matheson, Woolworths’ Commonwealth Controller of Produce, was elected President of AUF for the next
two years. Mr Len Cochrane, Victoria, was elected as Chairman of the Production Division Executive, and I was
elected as a producer representative on his Executive Committee.
3. Australian Council of Good Nutrition (ACGN)
A meeting was held in Melbourne on Thursday 27th May, consisting of representatives of dairying, apples and
pears, citrus, fish, eggs, rice, mushrooms, canned fruits and dried fruit producers.
The objective of the meeting was to raise funds to develop a nutrition education and promotion program capable
of reaching and influencing a broad spectrum of age groups in the community. To use this vehicle to promote the
message that all food is good for you in moderation and that the dietary key to a healthy lifestyle is a balanced
eating pattern.
A series of brochures have been developed which present a balanced eating program appropriate to the
nutritional needs of various lifestyles.
Listed below are the eight lifestyles, which have been selected, along with the title of each brochure.
(a) Pregnancy – “Should I be eating for two?”
Reminiscences of a Fun’gi 155
(b) Toddlers – “One more for Mummy”
(c) Primary School Children – “You say it’s food. We say it’s yucky”
(d) Family – “Is it good? Is it different? Will they eat it?”
(e) Teenagers – “Feed your face right while your body changes”
(f) Singles – “Living for me”
(g) Executives – “Food in the fast lane”
(h) Elderly/Pensioners – “Keep your strength up”
The tone adopted in the copy will be friendly, caring and, in places, humorous. In addition to dietary information
and recipes, mention will be made of other factors relevant to particular lifestyles eg smoking and teenagers,
stress and the executive.
The brochures, as developed to date, will be either 6 to 8 pages and approximately the same size as a Family Circle
or Women’s Weekly magazine. They will be illustrated with characters representing each different lifestyle, and
together they will make up an “extended” family.
The characters will be along the lines of those illustrated by the Englishman Mr Robbins in his books for children –
“Where did I come from” etc.
The overall budget proposed, including a TV film to be presented to TV studios, as a community service is around
$1 million.
The Australian Dairy Corporation (ADC) has started the ball rolling with an offer of $200,000 as their contribution.
AMGA has not committed itself for a financial contribution at this stage until we review our financial situation and
set our own budgets for 1982/83. However, we have offered immediate assistance by way of convening meetings
of fruit and vegetable organizations, both state and national, to gather support for such an exciting and worthwhile
project.
This is a positive way to compete against the big promotion budgets of “junk foods” and drink manufacturers.
4. Promotion
(a) Woman’s Day – By now you would have received copies of the excellent “Mighty Mushroom Meals”
feature in the April issue. This article, worth at least $10,000 commercially, cost only my time and a
supply of mushrooms. However, there is no such thing as a “free lunch” and the Woman’s Day
advertising department will be looking for a full-page advertisement (paid for with dollars) later in the
year. Supporters required!
(b) International Catering Trade Fair is to be held at Sydney RAS Showground from Sunday 20th to Thursday
24th June 1982. We will be jointly promoting mushrooms with the Fish Marketing Authority and the
Stahman Pecan Nut Farms to the catering trade.
AMGA members are welcome to attend the Fair free of charge by contacting the AMGA office and obtaining
tickets.
5. National Conference – Perth WA – 18th/25th September 1982
The 9th National Conference program has been printed and sent to all members. The registration form is attached
to it and should be returned as urgently as possible to ensure you get a seat on the flights. We have a top key
speaker in Mr Norman Barnard of Darlington’s UK flying out especially for this Conference in Perth.
Reminiscences of a Fun’gi 156
WA State Director, Trevor Johnson, is preparing an exciting list of optional suggested night time activities for the
“players” in the group.
6. National Wage Case
No action as yet.
7. NSW Wage Case
We have been approached for a substantial increase by the Union. J Miller and Employers’ Federation are to
attempt to negotiate.
8. Philippines Convention Bureau
The Bureau has offered their services for “off shore” conventions in the Australian mushroom industry. How about
it growers? Would you like to go to Manilla for a future Annual Conference?
9. School Project Aid Book
The Association has contributed to this production and there will be a sheet run offs available in due course.
10. Australian Customs Service
By Law Admission of mushroom’s application has been refused in relation to straw and champignon mushrooms.
With dehydrated or freeze dried mushrooms, admission has been granted on a quantitative basis with limited
validity.
11. Sad News
We have received a letter from Spawnmate advising of the untimely death of their Chief Executive, Vartkes
Miroyan, aged 52 years, co-founder of Steakmate and Spawnmate Growers’ Service Co.
12. NSW Branch Meeting 8th June 1982
Starts at CSIRO Ryde at 3.30pm with inspection of the Howden Counter Current Extractor – followed by a dinner
meeting at Baulkham Hills Bowling Club with cropping discussion to be “Pinning Up of the First Flush”.
13. Research News
The Chairman of the AMGA Research and Advisory Committee, Norm Johnson reported on the progress being
made on the development of a portable “Counter Current Extractor” for the reclaiming of peat moss which could
be shared by five growers or more depending on farm size, full price $100,000. Further trials have been scheduled
for 8th/9th/17th/18th June 1982.
Norm Johnson also presented figures to the meeting compiled by Howden on the basis of a 50% saving which
showed up considerable savings over a ten-year period. Arrangements have been made for R. Tolson Nr and W
Daley Jnr to assist with trials.
The Board have approved the payment of $4,000 for trials to be conducted.
Reminiscences of a Fun’gi 157
With establishment of State Directors the first interstate Director of Victoria was
elected to the Board
In this Chairman’s Report 1981/1982, Hank Young made the following
comments:-
“The year of the first non-NSW Chairman has nearly come to an end and
I wish to thank all my fellow directors for electing me to be that first
chairman. Distance places a non-NSW Director at a distinct
disadvantage, because most of the action is North of our border, where
the secretariat and research facilities are located. However, let this not
deter members from other states to take office.
Hank Young I would like to say “Welcome Aboard” to all new members and I hope
you will benefit greatly by being a member, but above all and this
applies to older members as well, do not be afraid to get involved in your Association’s affairs – we need lots of
enthusiasm.
Norbert Flynn was awarded Life Honorary Membership for outstanding service over many years. I am sure all
members wish him well in his retirement, well done Norbert and I hope many will follow in your footsteps. My
best wishes to all other retiring members and may you all enjoy the fruits of your life’s labour. The bid by one ex-
member to destroy the Association, because he did not want to contribute to the financial needs of the
Association, fortunately did not succeed.
Imports from all sources must be closely watched, to ensure that we are not sold down the river for expedience
sake.
Welcome to Judy Shearer (who became Mrs Judy Allan when she married Hugh – JM), our new Advisory Officer
from the Department of Agriculture, may our association be a long and fruitful one.
My thanks go to:-
• Rob Tolson, Vice Chairman/Editor of Newsletter, who kept is finger on the pulse while I was far away
• To Herman van Schajik, travelling companion and a tower of strength
• To Ray Clark, Treasurer, eternally short of revenue, who made sure we did not overspend
• To Norman Johnson, Chairman of Research and Advisory Committee who kept us informed on work being
done at Rydalmere
In conclusion, I wish to thank our General Manager, John Miller for his tireless efforts and his Secretary/Clerk, Ellen
Campbell, no organization can function without a dedicated staff. John certainly keeps mushrooms in people’s
minds wherever he goes.
The job description of John Miller became known as General Manager in
1981/1982 by direction of the Board
I therefore set out my report to members in that role as follows:-
Membership
The membership of the Association as at 30th June 1982 was as follows:_
Reminiscences of a Fun’gi 158
Ordinary Grower Members 73
Life Honorary Members 10
Honorary Members
Associate Members 7
Total Membership 10
100
Imports
There is a continuing upward movement of imports of canned mushrooms in brine. Over 6,000,000 kg at $1.40 per
kg ex China/Taiwan has arrived this year. China is increasingly taking over from Taiwan and trying to earn more
dollars.
In a letter from the Deputy Managing Director of Edgells – Petersville, he stated that: “we agree that the major
share of the growth in the market has been taken up by imports, simply because champignons are the growth
segment of the market, and it has not been shown that champignons can be produced in Australia as a viable
alternative to imports.
The sales of champignons in brine have doubled since our IAC Inquiry in 1974 when tariffs were reduced to 25%.
Mushrooms supplied to canneries for use in “butter sauce” pack sales have dropped by at least 10% over the same
period.
New Zealand is gradually increasing its exports to Australia of fresh mushrooms and the commencement of the
new Closer Economic Relations (CER) between Australia and New Zealand on January 1983 will bring new threats
to our market. We may be forced to formally request Canberra to call for a “dumping” case against low priced
New Zealand imports being brought in to try and suppress our local prices that are related to local costs.
Promotion
Our public relations contact was maintained with cookery editors, food writers, food photographers for magazines
and television advertising, appliance manufacturers – food producing/marketing organization and Bernard King’s
“Kings Kitchen” National TV show.
Fresh mushrooms were supplied and delivered free of charge to all of these people as a year round deal. I’m sure
you have seen the results on TV and in women’s magazines etc with mushrooms used as props with cooking
utensils and in recipes with other products.
The Committee of Direction of Fruit and Vegetable Marketing (COD) are continuing to erect our posters and recipe
leaflets in greengrocers’ shops in Queensland, NSW and Victoria at a current cost of $6,750 pa for the three states.
The mushroom industry has proved to be one of the most consistently successful and buoyant of all vegetable crop
prices during the last year. With a harsh economic climate and depressed prices, over a long period, for most
vegetable crops, mushroom prices have continued to increase to their highest levels.
Producers and agents of other fruit and vegetable crops envy the success of mushroom growers in being able to
maintain such a high demand for their produce. They think we are “lucky”. There is no “luck” in it at all! You and I
know the reason, it is because we got off our backside and promoted our produce in every possible area.
It is only with the continuing financial support of the positive thinking members of this Association that I as your
front line promotions man, can maintain the presence of mushrooms as an important nutritional and tasty food,
that should be on everyone’s shopping list.
Reminiscences of a Fun’gi 159
There is strong competition for a share of the consumers’ dollar on the dinner plate. It is only with a strong
promotion campaign commencing prior to our peak production periods and major school and public holidays that
will increase demand and stop the rot setting in with depressed prices.
You can’t afford to let prices fall with all your on-farm costs and living expenses rising.
I can’t effectively promote your produce without sufficient money to do so.
It is rewarding to see members from a number of states sending in additional voluntary funds to boost promotion
at peak supply periods in their particular state.
Appreciation
I would like to thank AMGA Chairman, Hank Young and the board of Directors for their excellent support
throughout the year and Mrs Ellen Campbell, my part-time office secretary, for assisting so well with the office
workload.
The moral and financial support of all members in keeping our progressive Association working harmoniously
together is very much appreciated.
The NSW Branch Report in 1981/1982 by Norm Johnson, the State Director covers
the issues of that State as follows:-
“I feel the 3.30pm meetings at Rydalmere were most beneficial to members, with the revision
work presented by Dr Tan Nair and Dr Alan Clift in the form of lectures and slides on the
mushroom growing pests and diseases, also followed by the dinner meeting discussions with
some growers, saying they had increased their yields and gained benefits in recognising their
on-farm problems.
Business matters were conducted in a most efficient and business like manner by your General
Manager and your Committee, with our faithful Treasurer watching every dollar carefully as
the demands to promote the fresh and canned mushrooms rapidly increased.
During the year investigations were carried out by your committee, into workers
compensation insurance and payroll tax, to see if any reduction in premiums could b e made
to you in these areas, but without any success.
The appointment of a full-time advisory officer to the mushroom industry was hailed as a major success by your
working committee, and the fact that the office and facilities have been set up at Rydalmere, close to the growing
unit is another first in the history of the Department. Miss Judy Shearer has filled this position. After her on-farm
training with variable size mushroom farms, and working with Dr Tan Nair and Dr Alan Clift and visiting all the
members’ farms, we feel she will be able to make contributions in many ways to help farmers keep producing their
crops in the coming years.
(NOTE: Miss Judy Shearer became Mrs Judy Allan when she married Hugh J.M.)
Recycled Peat Moss
Growing trials with recycled peat moss, blended with 50% fresh peat moss, have been very successful and a
number of mushroom growing trials have been carried out now by Dr Nair at the growing unit.
Reminiscences of a Fun’gi 160
Because of the success at the growing unit, we are now growing some trays on our farm to see how the recycled
peat moss performs commercially, before Howden Pty Ltd bring the machine to our farm for set-up for the two full
scale commercial trials. These will be commencing early August 1982.
Preparation of Spent Peat Moss for Recycling
It is necessary to take most of the peat moss from the top of the growing tray. To do this, we have a peat moss
recovery machine, which is on the emptying line before the tip-out elevator. A series of discs, loosen the peat on
top of the tray, before it goes under a meshed turntable, which, when turned over, allows the peat moss to drop
through, but not the compost. The peat is then elevated to a bin with an orger at the base, which conveys the
peat moss to a bag-filling point on the machine.
Savings to be made by peat recovery
If you use, say 60 bales of peat moss
per week at a cost of $20 per bale = 1200
$600
and recover 30 bales to blend on a 50/50 ratio = $600
there is a direct saving of
plus the saving of lime in the recovered peat
moss because the pH does not alter:-
60 bags of peat moss requires 2 ton
therefore a saving of 1 ton @ $50
Initial saving = $650*
* However, an allowance should be made for the purchasing or leasing of machinery and the labour required for
the recovery.
I feel the general progress made during the past two years of my office will be most beneficial to all growers, and I
wish the incoming State Chairman a most successful year.”
John Daley was elected as NSW State Director in 1982 and as Chairman of the
NSW Branch for the year 1982/1983 reported the following:-
“I would like to take this opportunity to thank most sincerely all Directors and
members who have given me so much guidance and support during my time
as NSW State Chairman. I have also had a tremendous amount of back-up
from our General Manager, who in my opinion, can hold his own, even with
the “Tall Poppies”. Only after working so closely with the man, makes one
realise what a tremendous amount of time and effort he contributes to our
Association.
It is rather sad that quite a number of growers (large and small) refuse to
support the NSW Freshmarket Fund. I defy any member to argue that we can
survive without promotion and that is the sole purpose of this fund.
I ask you please, to stop and examine your conscience. Whilst I do not expect ever to see everybody supporting, I
feel there are some who could and should be supporting.
Reminiscences of a Fun’gi 161
If you are a “fair dinkum” mushroom grower, do you think it fair a few growers should bear the burden of helping
to keep the price at a reasonable level for all growers? I know from time to time, there are other influencing
elements, but promotion is No 1.
I would like to pay tribute to the enormous contribution Norm Johnson, as Chairman of the Research and Advisory
Committee, has made towards the Howden Machine trials. It must be very disappointing to see so much time and
effort end in a negative situation after all trials have proven successful. Maybe further along the track, we will see
it in the news again.
Judy Allan deserves a word of praise for the way in which she has gone about her task. In the relatively short time,
Judy has been with us, she has gleaned a lot of worthwhile information and given assistance to many growers.
Keep up the good work Judy!
I would say one of the most worthwhile exercises over the past year was our trip to New Zealand. I think both
sides learned a lot.
As if we don’t have enough problems keeping our farms viable, it seems almost certain we are going to have to pay
2c per carton on mushrooms sold at Flemington Markets, as well as other fees. I am totally against this.
Finally, I would like to congratulate Dr Noel Arrold on his taking over as NSW Chairman for 1984 and wish him well.
Hope to see most of you at the National Conference.”
With all states being represented on the AMGA Board it became necessary to fly
interstate and organize promotions
My General Manager’s Report 1982/1983 covered the following issues for information of members:-
Membership
The membership of the Association as at 30th June 1983 was as follows:
Ordinary Grower Members 73
Life Honorary Members 9
Honorary Members 7
Associate Members
Total Membership 10
99
Australian Production
The total Australian Mushroom Production for all states for 1982/83 is estimated as follows at market wholesale
average prices before commission is taken out:
Fresh Sales = 10 million kg
Cannery Sales = 2 million kg
1983 Total = $3,200,000
= 12 million kg
= $33,200,000
Reminiscences of a Fun’gi 162
It is interesting to note when you look back at the IAC Inquiry on imports in 1974, when the Commissioner
suggested that “Australian Industry has really worthwhile prospects” and suggests the following broad approach
by the industry to its problems:-
“Exploit to the fullest possible extent the fresh mushroom market by improving marketing, packaging and
promotion”
The Australian production and value in 1974 was:
Fresh Sales = 3.5 million kg
Cannery Sales = $4,155,432
1974 Total = 2.5 million kg
= $2,165,148
= 6 million kg
= $6,320,580
As an industry we took up his challenge and as a united group we financed and implemented promotional
campaigns that have had positive effect on fresh sales dramatic increase and at the same time slowing down the
imported canned.
Imports
In comparison to the above figures:
1974/75 Canned in Brine = 3,903,215 = $2,857,310
Champignons kg
1981/81 Canned in Brine = 6,369,303 = $8,404,994
Champignons kg
The botulism scare with imported Taiwanese cans of mushrooms, caused quite an amount of concern in our
industry, because we were not sure of the effect on mushroom sales generally.
Constant liaison was maintained with John Penn of Edgells, Peter Rix of the AMG Co-op Society, Noel Arrold and
Brian Pratley of Mittagong Mushrooms, to ensure that we were organised to make a joint authoritative statement
in the newspapers should the need arise.
At the present time, New Zealand is acting in a responsible manner, in regard to its export of fresh mushrooms to a
number of Australian states. Since the commencement of CER in January 1983, and the subsequent visit by the
AMGA Chairman and Board of Directors to New Zealand in March when a worthwhile discussion took place with
the NZMGA Executive, there now exists a greater understanding of each other’s domestic marketing problems.
It is to be hoped that there will be a continuing dialogue between the Executive and growers of both countries to
our mutual benefit.
In the meantime, the Australian government has set up a monitoring committee to ensure that the quantities and
price of New Zealand mushrooms coming into Australia do not cause hardship to Australian growers.
Promotion
Reminiscences of a Fun’gi 163
Visits have been made to states this year to try and increase the promotional and educational opportunities locally
at moderate cost and to improve merchandising at point of sale.
State directors, growers, and market agents/distributors gave excellent assistance to me.
Queensland
Together with State Director, Peter Willemse, we organised a bbq breakfast of mushrooms for delegates at the
AUF Conference while they were visiting the markets in Brisbane. Maryl Leigh, COD Home Economist, did all the
preparation with her staff. We met with Barbara Harman of Brisbane Gas Company, the Chef Home Economist,
who subsequently did a TV cooking segment using mushrooms.
A joint promotion was held with the Pecan Nut people at the International Catering Fair in Brisbane. The recipe –
“Mushrooms stuffed with pecan nuts and crab meat”.
COD, our merchandising people in Queensland, requested an extra $2,000 for promotion.
A Queensland Branch meeting of growers was held and the view was expressed that a tremendous amount of
mushrooms were being sent by growers and distributors in NSW to Brisbane Markets, that some of the cost of
promotion should be paid for by that state.
This recommendation has been passed on for consideration.
NSW
State Director, John Daley and his committee have injected NSW funds into the promotion area to assist in
increasing demand, as national funds were insufficient.
Representations have been made to the Minister for Agriculture, to have cooking demonstrations and taste
sampling in the Commemorative Building at the Royal Sydney Show, opposite the District Exhibits in 1984.
At the last Show, cooking demonstrations were done with Rice Board, Dairy Corporation, Gas Company, Sharp
Microwave – Angus Steak and Australian Wine, NSW Department of Agriculture.
Technical colleges are doing mushroom recipe development by students with a 1st and 2nd prize cash award being
given. Penrith College is the first one to complete a presentation.
A special metal award trophy is being designed at the moment. Leigh Mullin, Fruit and Vegetable Promotions
Officer for COD at Flemington Markets is doing a superb job erecting posters and point of sale material, recipes etc
in shops throughout the metropolitan area.
Victoria
Chairman, Hank Young and State Director, Herman van Schajik, have assisted tremendously with additional funds
to maintain promotional activities. They have initiated an award to cooking college students.
Arrangements have been organised to get fresh mushrooms to the Gas (Jo Griffith) and Electricity (Sue Kine)
cooking demonstrations every week.
The Melbourne Show will be supported by these people, plus the Rice Board in September.
Tom Reed and Mike Oram, the Fruit and Vegetable Promotion Officer of COD in Melbourne, did an excellent job of
erecting posters and recipes in shops.
Reminiscences of a Fun’gi 164
Tom does a weekly TV show as well. They have a number of girls doing cooking demonstrations and I had the
opportunity to observing them in action at the large “Southland” and “Chadstone” shopping centres.
They created a lot of interest and answered many consumer enquiries. It is an expensive exercise, however, it
does broaden the usage and creates awareness of products.
Nancy Baldwin of “Sun News Pictorial” continues to be a good editorial supporter.
South Australia
Together with State Director, Ron Spiel and members Don Trimboli and Geoff Izard attended a dinner with
Margaret Kirkwood, Home Economist of SA Gas Company and Cookery Editor of the Adelaide News (a great
supporter of AMGA), Barbara Wiese of Technical and Further Education, plus Derek Casey, Mike Strathmaris and
Peter Castel of the Catering College. There were many interesting developments come out of the meeting. Two
immediate editorials on mushroom cookery in the “News” and an appointment the next day with the Catering
College to discuss an “AMGA Award of Excellence” for a graduate chef. This is the first award for such a high
standard of graduate to be made in Australia. It will be the equivalent to the European High Standard obtained in
France and Switzerland. Ron Spiel has excelled himself in having the award prepared.
There were meetings with market agents and Sandra Dunn, Home Economist for the Potato Board, and Lesley
Jacob, Nutritionist, Department of Agriculture. They are arranging for a stand at the 1983 Adelaide Show and have
invited AMGA representation on their Fresh Fruit and Vegetable Promotion Council. Ron Spiel will take up that
position. This may assist in obtaining a more effective merchandising operation in that state.
The “Marion Shopping Centre” has the first permanent cooking demonstration centre set up I have seen in a
shopping complex. It is first class and well appointed. We arranged for mushroom cooking demonstrations to be
held there later this year.
National Promotion
“Hospitality” magazine and “Host” magazine both aimed at the catering, hotel and restaurant trade, ran editorial
articles on mushrooms and we took a full back page advertisement in Host magazine for the International Catering
Exhibition issue.
Fresh mushrooms were supplied free of charge to cookery editors, food writers, food photographers for magazines
and television advertising, appliance manufacturers for in-store cooking demonstrations and for school recipe
development.
Bernard King continues to use mushrooms in his cooking show and he is to be used by us to present special “Kings
Kitchen” recipe leaflets this Spring/Summer. The NSW Government is to use him on a special high school “Video
Cooking School” commencing August 1983.
Video for schools is an area that I hope to be doing more of in the future.
We will need to produce video educational films showing the production and creative usage of mushrooms. It is
an expensive business producing video, however, we must maintain our position in the market place for our
product.
The Sydney Farm Produce Authority is to collect (2c) two cents per case on all produce sold at that market
(including interstate produce received by agents) as from 1st September 1983. This money is to be used for
promotion of all fresh fruit and vegetables in a generic way. There will be about $800,000 collected.
Reminiscences of a Fun’gi 165
It is long overdue and will greatly assist Courtney Clark, Department of Agriculture Primary Products Promotions
Officer in educating consumers about the healthy nutritional benefits of fresh fruit and vegetables.
There has been very little money spent on this industry compared to Coca-Cola and pet foods, which spend
millions of dollars annually.
The only problem I can see with this type of promotion is that it will create a lot more competition for our
mushrooms as these other vegetables have done very little, if anything, to promote themselves before.
We will have to do more than ever before to keep mushroom sales up to the maximum possible levels. Our
product quality and presentation must be the best. Independent additional mushroom promotional activities will
have to be increased. Unfortunately the rapidly rising cost of radio, TV and other media is not letting us go as far
with our money as we used to.
Woman’s Day has agreed to do a three-page mushroom feature for us on sale Monday 5th September (cover date
12th September). Mushrooms are supplied weekly to Kim Freeman, the Cookery Editor for recipe development.
Consumer Survey. A consumer survey is being currently carried out to determine attitudes to mushrooms – buying
patterns, age groups, type of usage, buyers’ needs, opinions on our media campaigns, jingle, “Mighty Mushroom”
character, posters, recipe leaflets etc. It will cost up to $9,000 for the survey and report, however, it is the only
responsible way your committee can go about spending your money, by having reasonably accurate information
on which to base its decision making process. It is a sound business management guideline. All members will
receive a copy when it is completed.
Mushroom Industry Representation
The AMGA members were represented by me attending the following:-
Arbitration Commission Court: the Australian Workers’ Union (AWU) lodged a Log of Claims in April 1982:-
(1) Increase all mushroom workers’ wages by $50.00 per week
(2) Increase all allowances by 50%
Together with Col Chalmers of the Employers’ Federation, we negotiated as members of the Conciliation
Committee with the AWU until 14th February 1983, when the court awarded an increase of $14.30 for pickers and
$16.10 for General Hand Class 1.
Australian Horticultural Growers’ Council (AHGC) : Elected as Vice Chairman and Member of the Executive Council.
In this capacity I have had meetings with the Hon John Kerin MP, the newly appointed Federal Minister for Primary
Industries in Canberra, to discuss the problems of imports and its effect on all Horticultural producers who number
over 30,000 and have a total crop value of over one billion dollars. The matter of improving the fast track dumping
inquiry procedure is being vigorously pursued. John Kerin’s “Labour Rural Policy” document was based on ours
and AHGC pre-election submissions.
A request has been made to transfer plant quarantine matters from the Health Department to Primary Industries.
Membership of AHGC gives us greater strength to talk in Canberra on industry matters and the AMGA are seen to
be actively involved in all issues.
Australian United Fresh Fruit and Vegetable Association (AUF) . Re-elected as member of the Producer Division’s
Executive Council in Brisbane this year at their Annual Conference.
Reminiscences of a Fun’gi 166
The NSW Minister for Agriculture, The Hon J Hallam, MLC gave me permission to present a video TV tape of him
being interviewed by Bernard King on Channel 10, concerning the 2c per case introduction fee that will apply to all
NSW and interstate produce sold through agents and merchants at Flemington Markets, NSW.
There was some concern expressed by those in attendance at the meeting, from all States of Australia, on the
Merchant transaction side of the Farm Produce Act and the amount of money to be charged for the administration
of the funds collected from the levy.
Three people were nominated by the Production Division of AUF for a position on the NSW Minister’s Promotion
Committee – one of the three to be selected by the Minister:-
(1) John Miller, AMGA
(2) Don Kidd OBE (Chairman COD Qld)
(3) Bruce Williams (Director Australian Apple and Pear Corporation)
We understand that the Fruit and Vegetable Section of the LGPA of NSW have made a strong bid to the Minister
for representation together with a number of other grower organizations and the Chamber of Fruit and Vegetable
Merchants. The Chairman of the Committee will be the new Chairman of the Sydney Farm Produce Authority. He
is not yet named. The AMGA has independently applied for representation.
Primary Industry Promotion Council (PIPCON) : Member of Executive Council. This body consists of the
promotions managers of:
• Australian Mushroom Growers’ Association
• Australian Apple and Pear Corporation
• Australian Meat and Livestock Corporation
• Australian Dairy Corporation
• Australian Wine and Brandy Merchants Association
• Rice Marketing Board
• NSW Fish Marketing Authority
• Dairy Promotion Council
• COD Fruit and Vegetable Marketing
These meetings of executives of food producer organizations give a great deal of opportunity to work co-
operatively on joint promotions. We are able to make our dollars go further by hopping on the dinner place with
other foods.
Food Media Club: This is an organization of roughly 50% food producer representatives and 50% food media
people from women’s magazines, newspapers, radio, TV etc.
Margaret Fulton is the Patron and Bernard King is the current President.
They meet in a different venue each month and a particular product is presented for tasting, accompanied by a
talk.
New Zealand Mushroom Growers’ Association – Annual Conference
A tour of mushroom farms and central markets was organised for AMGA members who went to New Zealand in
March this year. A joint meeting was held between AMGA and NZMGA Executives.
My full report on the New Zealand visit has been sent to you earlier in the year outlining my observations.
Reminiscences of a Fun’gi 167
Department of Primary Industries – Canberra (DPI)
We convened a conference in DPI Office, Canberra with my public service contacts to discuss the weaknesses of
the “dumping” laws in Australia with “Closer Economic Relations” (CER) coming into being between Australia and
New Zealand.
Officers of DPI, Department of Overseas Trade, Business and Consumer Affairs and Customs attended the meeting.
The fears of the Australian mushroom industry were expressed to the meeting in regard to the possibility of New
Zealand mushrooms being sold in Australia at prices lower than they are sold for on the NZ home central markets.
Even though they only account for 4% of our fresh market sales, they would act as a lid or depressant on the prices
received by Australian growers.
The outcome was the establishment of a special Anti-Dumping/Countervailing Liaison Committee to monitor
sensitive horticultural products.
Fourteen commodities have been listed, including mushrooms, to be monitored by the Committee.
We have direct access to a contact man in Canberra, appointed by the Minister, in case of problems arising.”
The Research and Advisory Committee Chairman, Norm Johnson, reported on
the year’s progress for 1983 and made a recommendation from the chair:-
“The involvement of at least a three-grower committee, in my opinion, is most important for the
future of the growing facility and for our working team at Rydalmere.
I would recommend that the National Board look at making these positions more formal, with
nominations taken the same as the state and national boards for these positions. It is important
that the nominees have a “total industry outlook” and be conscious of the work that needs to be
done for all members of the AMGA to have the best service possible, to keep in step with all competitive countries.
Dr Tan Nair
After continual requests over many years by growers to find a cheaper and/or alternative
casing material, Dr Tan Nair’s work on one of the two chosen materials, which were spent
peat moss or spent compost, is now completed with the involvement of the Research and
Advisory Committee, CSIRO and Howden Industries successful method of pasteurising fresh
and/or desalinated spent peat moss, and the method has now been developed for use in the
mushroom industry.
Tan Nair, as our research scientist, now spends only part of his time on mushrooms and the
remainder, because of the economical restrictions, is spent with the grape industry.
Dr Nair will start his work on resistant verticillium by correlating all known literature, collecting samples from farms
and doing laboratory work to establish positively that we do have resistant strains. Once this is confirmed, crops
will be grown in the growing unit to try different methods of control (long-term project).
Dr Nair has raised in discussion with the grower committee that we must look to producing other types of
mushrooms eg oyster or shiitake mushrooms, because of the consumer requests.
Dr Alan Clift
Reminiscences of a Fun’gi 168
Dr Max Casimir, Director of the Entomology Branch, has stated that we should have Dr
Clift working on mushroom pests for at least three more years.
Alan Clift reported to the meeting that he has finally been successful in getting Birlane
registered for use in the mushroom industry.
Alan has now finished an eighteen-month on-farm survey on flies and mites and will have
an interesting report for the National Conference in Leura.
It has also been reported by Alan that after many difficulties, since February 1983, the new boiler is nearing
completion for the cooking-out of the growing units.
Judy Allan – District Horticulturist (Mushrooms)
Judy has now been with our industry for fourteen months and has visited most farms in NSW.
Her answering service, provided by the AMGA has proven to be of great assistance to Judy,
giving faster service to the growers; although Judy reports that she has had over one
hundred calls from people wishing to grow mushrooms, few have started after explanations
of the difficulties, except those able to purchase growing bags.
At our annual meeting of the Research and Advisory Committee, it was requested that a
survey be compiled on materials used in the production of compost, eg weedicides,
herbicides, insecticides, in poultry manure, cottonseed meal, cottonseed hulls and straw;
and to maintain relations with the scientific branch of each industry so that any changes in
products used or varieties grown can be monitored by our Advisory Officer, Judy Allan, and by Dr Nair.
Judy Allan will now be responsible for the through-put of crops grown per annum in our growing units and have
the crops available as each interested party establishes their priority for scientific tests with the Director of Biology
Branch. With two growers now supplying pasteurised compost, the number of crops will be increased in the
coming year.
The Department’s mushroom sales and contribution account for the growing unit is established and working well.
So far, the mushroom sales are paying for most of the cost of the compost and peat moss for their crops.
Dr Peter Fahy
Dr Peter Fahy has one more crop to complete to finalise his project on the biological control of bacterial blotch.
There are now five companies interested in producing the control of this organism and the Department of
Agriculture’s difficult task of choosing a producer should soon be completed. The successful company may require
some volunteer farms to assist them with growing trials; even then the commercial production could still be 12-18
months away.
Dr Alan Smith – Director of B&CRI
Dr Smith is well satisfied with the working committee’s participation in all activities at Rydalmere and he also
attends all meetings.
Dr Smith was extremely helpful in the establishment of the Department’s self-help mushroom sales and
contribution account.
Dr Graham Evans – Director of Biology Branch
Reminiscences of a Fun’gi 169
Dr Evans is leaving the Institute to go into the private industry and his many years of service to our industry have
been greatly appreciated.
Dr Denis Toohey – Director of Advisory Services for NSW
Thanks to Judy Allan for her introduction of Mr Denis Toohey, along with other departmental officers, to our
industry for their first visit some months ago. They were so impressed that mushrooms have now been included in
the in-service training for horticulture training officers and at least two of that team of six officers in NSW will
spend four to six months working with Judy Allan so that in the future a vacuum in the industry will not be
experienced as it was in the past.
Reminiscences of a Fun’gi 170
In his Chairman’s Report of 1984 Marsh Lawson commented that:
“’I’m always delighted when food producers promote their product in a way which
encourages young people to exert themselves. Recently I helped judge an Australian
Mushroom Growers’ Association competition designed to test the creativity of
trainee home economists at seven metropolitan TAFE colleges’.
The above quotation was taken from the Sydney Daily Mirror of August 24th of this
year. The Mirror’s Food Editor, Ronnie Barrett, wrote the 3/4 page article.
The article I think, amply demonstrates the direction our Association is taking. We
are no longer involved in expensive, time consuming exercises in futility, by asking
the government for protection, but are aggressively going into the market place and
presenting our product to the consumer.
This policy has definitely paid off because despite an increase in production over the past three years, prices have
been maintained, and we have not had any embarrassing surplus.
However, it can only be maintained if the industry fully supports the Board’s promotional activities financially. As
everyone is aware, because we are an Association of growers and not a brand name, we do get a lot of free
publicity, however, we are in a very competitive area where we have to take a very professional approach if we
want to maintain our share of the housewife’s dollar.
There is a cloud forever on the horizon that gets larger and smaller, but never goes away, that is our colleagues
across the Tasman. Given the recent financial difficulties of New Zealand, the Australian market is very tempting.
As an industry we are sympathetic towards their problem and have not objected to them having a small slice of
our market, but in continuing discussions with their Association and industry leaders, have made it clear that we
will not tolerate the disruption of the Australian mushroom growing industry, by the dumping of large quantities
on our market.
The unions are also aware of the situation and given the level of unemployment in this country would react
strongly if their members were thrown out of work because of imports from New Zealand
In the research area, it appears that Dr Peter Fahey’s work on the Bacterial Blotch Antagonist is nearing
commercialisation. Recently the Australian company, Mauri Bros and Thompson, has been granted a world-wide
licence to manufacture the product, so hopefully we will see it being used on the farms in the next few months.
Judy Allan, the Mushroom Industry Advisory Officer of the NSW Department of Agriculture, has left for her study
tour of the United States, Holland and England. During her stay in Holland she will attend the Dutch Mushroom
School. I am confident that Judy will bring back a lot of information, which can be of immense use to the
Australian mushroom industry in its endeavours to become more efficient.
As I see it, the challenge the Australian mushroom industry must face up to in the near future is that the
technology we are now using is over thirty years old. Some ten to fifteen years ago, the Australian industry was up
with the world leaders, innovative wise, and in some areas years ahead, however, today we have dropped well
behind. The government has made it clear that it will not support inefficient industries so unless we take a large
technology leap forward in the next five years, we are going to see the industry eroded away.
At our National Conference we will be hearing from a number of speakers who are working on the
commercialisation of other types of edible fungi. I don’t think that these other fungi will seriously disrupt the
Agaricus market, but will complement it, that is providing the production and marketing of these other fungi are
handled sensibly.
Reminiscences of a Fun’gi 171
Norm Johnson has indicated that he will not be continuing with his chairmanship of the Research Committee.
Norm has done an outstanding job as Chairman and has devoted a lot of his personal time to help get a number of
research projects completed. Probably his most outstanding achievement has been in seeing the Howden Peat
Regeneration Machine reach commercialisation.
Well done Norm, the industry appreciates the effort you have put into the job over the past few years of your
chairmanship.
Our industry is indeed fortunate that we have someone of John Miller’s calibre working for us. Having worked
with John over the years, I have had the opportunity of observing his capacity and am continually impressed with
his professionalism. This is reinforced by the very high regard held by the people he works with in the food and
promotions area.
As from 1st July 1984, John and Beryl Miller will provide management and promotional services to AMGA under a
contractual arrangement that will be reviewed every twelve months.
Finally, I would like to conclude with a thank you to the Board their contribution in running the affairs of the
Association in such a smooth and efficient manner”.
The financial situation for funding promotions was desperate
In my General Manager’s Report for 1983/1984 the members were informed as follows:-
Membership
The membership of the Association as at 30th June 184, was as follows:-
Ordinary Grower Members 78
Life Honorary Members 9+1
Honorary Members 6
Associate Members 10
Total 103
Australian Mushroom Production
The estimated total Australian mushroom production for all States for 1983/84 were as follows based on
wholesale market average prices before commission is taken out.
Fresh Sales = 9,880,850 kg = $28,727,189
Cannery Sales = 1,546,457 kg = $2,521,160
1983/84 Total = 11,427,307 kg = $31,245,349
Imports of Mushrooms 1983/84
Reminiscences of a Fun’gi 172
NZ Fresh Mushrooms = 484,000 kg
7,385 kg
NZ Frozen = 970,092 kg
Asian Dried (x 12 Fresh Equivalent) = 3,268,591 kg
Asian Canned under 500ml (consumer pack) =
1,490,910 kg
Asian Canned – not over 5 litre size =
(consumer pack) 6,220,978 kg
Total Imported Mushrooms =
This gives a total Australian consumption of all mushrooms (local and imported) of 1.17 kg per person per year.
We have not scratched the surface yet, as our Canadian friends are consuming 3.0 kg per head. They spend a
tremendous amount of money promoting heavily on TV and in-store merchandising to maintain the promotional
pressure against other competing vegetables that are fighting for a share of the dinner plate dollar.
Promotion
The main thrust this year was centred on “Nutrition”, following the findings of our consumer survey. The survey
found that while mushrooms tasted great, they were not considered to have very much food value.
Rosemary Stanton was engaged as a consultant nutritionist to prepare a completely new and factual mushroom
nutrition sheet for distribution to shops, schools, and dieticians in hospitals and health/fitness clubs.
“Nutrition Week” was held in September and we set up an AMGA stand during the Australian Nutrition
Foundation’s Annual Conference. All delegates were given copies of nutrition sheets and our new poster “Mmm
Mushrooms – Nutritious and Delicious”.
I have had meetings in Melbourne with the Australian Heads of Fruit and Vegetable Sales for G.J. Coles and
Safeway Stores who have approved our posters and nutrition sheets to be erected in all their stores in all states of
Australia.
Woolworths Chief in Sydney has approved distribution of our material to all States.
In meetings with these supermarket executives, efforts were made to encourage promotion of Australian
mushrooms in their stores nationally during our peak Spring and Autumn supply periods.
All of these people were impressed with the manner in which the Australian Mushroom Growers’ Association
members promote their product. They told me that most other vegetable growers did nothing to promote their
products and the prices being received for vegetables for the last six months, other than mushrooms, were at rock
bottom prices and at times being dumped, as they couldn’t be sold.
With mushroom production becoming self sufficient in each state, there is now a need to spend more on national
promotion generally as mushrooms start to move from state to state in marketing drives to fill shortfall situations
and to block New Zealand expansion into Australia. Public relations contacts have been made in each state to
assist.
Spawn Contribution Fund
Reminiscences of a Fun’gi 173
During the last twelve months I have found that the Spawn Contribution Fund money being received was
insufficient to be able to maintain the level of promotion we have been used to. It was totally inadequate for
planning ahead as media costs had risen higher and quicker than the inflation rate.
Our 1983/84 Spawn Contribution Fund income from Spawn Makers, which was gratefully received, amounted to
$134,000 for the year for an Australian crop total of 11,427,307 kg.
This works out at less than one cent (1c) per kg of mushrooms produced in this country to run the AMGA office
administration and promote the product. This has proved to be an impossible situation.
It has therefore been necessary, after much board room agonising over what to do, to request spawn makers to
increase their contribution of funds to AMGA as from 1st July 1984 from fifty cents (50c) to one dollar and twenty
cents ($1.20) per kg of spawn sold.
This will mean that if all spawn makers contribute on the same basis as before then an amount equal to
approximately two and three quarter cents (2.8c) per kg of mushrooms sold will be available for AMGA to use for
the benefit of all mushroom growers to try and stop a huge loss in the market place.
It is to be hoped that all mushroom growers support spawn makers who financially support their industry.
If insufficient funds are received by AMGA and there is a lack of support for our objectives, there will have to be a
reduction in promotion expenditure and services provided for members.
We have always been an active industry with a positive mental attitude and an aggressive promotional attitude,
out to get our share of the consumers’ dollar.
Let’s not argue over a few cents per kg when you know as well as I do, that if we don’t promote, then the price of
mushrooms won’t fall by a few cents a kg they will fall by many times that amount.
You have a responsibility as a producer not only to present top quality well packaged mushrooms of a type that the
consumer wants, but you have to spend money to promote your product to the consumer so they will buy it. Your
responsibility doesn’t end when your product goes to market.
There is a vast range of new vegetables out there now that are actively competing with mushrooms.
Don’t let them take the market we have built up over the years.
I look forward to your support over the next year and thank you for your past support.
I would also like to thank Chairman, Martial Lawson, the Board of Directors, State Directors and Mrs Ellen
Campbell for the tremendous support given to me this year.
Financial problems were arising as you will notice in the NSW Branch Report, by
its State Director and Chairman, Noel Arrold for 1984 as follows:-
Reminiscences of a Fun’gi 174
“The incoming NSW Committee in 1983 was faced with having insufficient funds to
conduct a fresh market promotion campaign in the early part of 1984. There were
several reasons for this shortfall, radio and TV advertising costs had risen 25% and 50%
respectively over the previous year and there was a shortfall of $35,000 in the funds
that would have been available for promotion had everyone contributed to the two
voluntary fresh market funds in NSW.
The Committee decided to bring these matters to the attention of members and a farm
walk-general meeting was held at Graham Price’s farm at Windsor on 7th April 1984.
Over 80 members and guests were in attendance. During the meeting some members
commented that they were not aware of the various contribution funds in existence, otherwise they would have
supported them. The meeting resolved that there should be one Spawn Contribution Fund with the current
National Spawn Contribution Fund fees being increased substantially to meet the needs for promotion of fresh
mushrooms. On the recommendation of the Treasurer, Brian Carroll, the Committee decided to fix a single Spawn
Contribution Fund fee of $1.20 per kilo of spawn used. This decision with the help of the general manager has
been supported by all other states and I believe that this is a milestone in the development of the mushroom
industry in this country.
In an article on New Zealand horticulture, I read recently, the New Zealanders see the organised structure of their
horticultural industries as being their greatest advantage in competition with Australian horticultural industries on
the Australian market. Furthermore, the article claims that Australian growers, in general are not united, are
separated by great distance, cannot get together easily and the division of Australia into autonomous states has
not helped them to organise. This decision by all states for a standard spawn contribution fee for administration
and promotion shows that this industry is organised and prepared to meet the challenge of imports to our markets
head on.
It was also pleasing to see the support given by growers to send Judy Allan, District Horticulturalist (Mushrooms) to
attend the Horst Training School in Holland in September 1984, and to visit a number of farms and research units
in the UK and USA. Judy has made an outstanding contribution to the industry this year through the workshops on
chemicals and disease control, run at Rydalmere, and through the composting sessions she has organised to look
into aspects of composting such as raw material analysis, chemical residues and odour control.
Finally, I wish to thank John Miller and the NSW Committee for the support they have given me during this past
year.”
Increase in Spawn Contribution Fund income to help promotion!
In his Treasurer’s Report, Brian Carroll set out the situation for 1983/84 year as follows:-
National Account
In nominal terms, total income for the year was $154,575, an increase of 21% on last
year’s income due in part to the increase in spawn contribution agreed upon at the
National Conference.
On the expenditure side, the total $130,346 reflected an increase of 5% on last year’s expenditure. As overheads
remained static, and (as it is our principal aim to endeavour to keep our overheads to a minimum), the increase
was reflected in our advertising and promotion budget.
The result of all this leaves us with a surplus of $24,229. This amount is certainly insufficient for any promotion in
the immediate future.
Reminiscences of a Fun’gi 175
Research and Building Fund
We ended the year with a balance of $23,305 but reflected in this figure was the donation of $4,600 from
members to Judy Allan’s Study Tour, so in real terms after allowing for the cost of this tour, the balance should be
approximately $17,500.
NSW Promotion and NSW Fresh Market Promotion Fund
We end the year with balances as follows:_
NSW Promotion $24,083
NSW Fresh Market Promotion Fund $23,136
Total $47,219
1984 has, I feel, seen the Association come of age.
The Association has now become a truly national body, with emphasis now on full national promotion.
Accordingly, the Association’s bookkeeping has been brought into line with this concept and we now operate one
national book, greatly simplifying procedures.
Based on figures available to me, I estimate that income from spawn contributions this year should be
approximately $181,000 an increase of some $46,000. This should give us an Advertising and Promotion Budget of
approximately $110,000 not taking into account funds already held.
The Association, will now be in a greater position than ever, with the increase in our advertising and promotion
budget and the prudence of the board in deciding appropriate times for promotion campaigns, we will helpfully
endeavour to eliminate the traditional price low spots in the market place during the year.”
Reminiscences of a Fun’gi 176
Rob Tolson, in his Chairman’s Annual Report for 1984-85, made the following
comments:-
“This year as usual has been quite a busy one for our Association with some very
worthwhile steps being taken throughout the year.
The next International Congress will be held in Germany in 1987 from 12th-19th
September in Braunschweig.
The Export Company got off to a flourishing start but has set aside any action at the
moment due to the lessening pressure from imports and the general Australian ability to
sell locally all that is grown at the moment.
While the spawn makers have agreed to disagree on any uniform spawn contribution fund, it is worthwhile noting
the income from spawn makers has been very good resulting in a record year for promotion funds. If growers
keep up this support our industry can only go from strength to strength.
I will be looking forward to the packaging discussions at the National Conference. New South Wales has proposals
to make after meetings that have achieved more consensus than I have seen for a long time.
It is disappointing that Mr Seubring was not available to attend the National Conference, however, I am sure it will
be a very successful conference as Andy Gulliver and his helpers seem to be well organised.
Ray Clark is still looking for newsletter items from members, he doesn’t seem to be getting knocked over in the
rush.
Judy Allan has done an excellent job during the year, arranging seminars, industry meetings and general
extensions. I don’t know how the industry got on before but she would be surely missed now.
For all the work that has gone into Bacterial Blotch and its control, it was most disappointing this year when the
industry had difficulties and still no commercialisation of this work. I think someone needs a bomb under them.
Graham Price, after a late start getting into the job as Research Committee Chairman, now has a very active group
who have ironed out most of their ground rules. We look forward to an active 1985-86 year.
Finally, I would like to thank John Miller for his devotion to the tasks set during the year and the Board for their
support.”
My General Manager’s Report for 1984/1985 covered the following topics:-
Membership
The membership of the Association as at 30th June 1985 was as follows:
Ordinary Grower Members 79
Life Honorary Members 10
Honorary Members 6
Reminiscences of a Fun’gi 177
Associate Members 12
Total Membership 107
Reminiscences of a Fun’gi 178
Australian Mushroom Production 1984/85
The estimated total Australian Mushroom Production for all states for 1984/85 was as follows based on wholesale
market average prices of all grades before agents’ commission is taken out. There was an increase in production of
24.5% for the year
Fresh Sales = 12,817,234 kg = $39,636,995
Cannery = 1,415,704 kg = $2,293,440
Sales = 14,232,938 kg = $41,939,435
Total
Imports of Mushrooms 1984/85
Fresh Mushrooms ex NZ = 705,941 kg
Frozen – all countries = 4,246 kg
Dried (x 12 fresh equivalent) all countries = 723,120 kg
Canned in Brine (consumer pack) = 4,425,818 kg
Canned in Brine (catering pack not over 5 = 2,075,876 kg
litres)
Total Imported Mushrooms = 7,935,001 kg
Consumption
There was an increase in consumption of all mushrooms (local and imported) of 26.5%. The average person is now
consuming 1.48 kg (3.25 lb) per year.
Over 80% of the Australian population are now eating mushrooms according to our consumer survey. It is obvious
by the above figures, that they are now consuming 26.5% more than last year.
Promotion
With the excellent support that the positive thinking members of this Association have been giving the Spawn
Contribution Fund this year, we are in a great position to maintain the demand for mushrooms in ever increasing
quantities.
By now you would have seen copies of “Family Circle” and “New Idea’ women’s magazines with our mushroom
cooking features and nutrition lift out booklets. This is our major thrust into national advertising to maintain sales
in all states of Australia at a cost of $102,595.
The total circulation of these magazines is over one million (1,000,000) people with an approximate readership of
nearly three million (3,000,000) people.
We have continuous contact with home economists, TV and food photographers all year round, supplying free
mushrooms for recipe development and demonstrations. This is why mushrooms appear in so many
advertisements and cookery features during the year.
It is essential for us to put money into advertising in these magazines during the year to demonstrate some
financial support for these people who do much free publicity for us.
Reminiscences of a Fun’gi 179
I am most grateful to Ann and Ray Clark who made their farm available recently for a Mushroom Farm Walk and
barbecue, which was attended by media people and their families, (96 in total), on a relaxed Sunday to bring them
up to date on the latest production methods and to thank them for their support.
Noel Arrold, State Director and Chairman of NSW Branch reported on the
situation for 1984/85 year
“When I took on the position of Chairman of the NSW Branch in 1983/84 the NSW
Committee found itself in the position of not having sufficient funds to conduct proper
advertising promotion campaigns.
Following the decision by all states to adopt a standard Spawn Contribution Fee in
1984, we are now in a position of having approximately $53,000 in the NSW
promotional fund as at the end of October 1985, having already contributed $50,731
towards national promotion (Family Circle and New Idea Magazines). It is a great
credit to our members that they have supported the Promotion Fund to the extent
that this year, for the first time, we can plan promotional expenditure knowing we
have the funds in hand.
This year in NSW we have reverted from the Committee system to Branch meetings where all members present
decide matters of policy after discussion. Despite some interesting guest speakers, the attendance at these
meetings is rather poor with many members not making the effort to attend at least once or twice. I say to all
members, you cannot have it both ways – with the committee system in 1983/84 there were complaints that the
members were not being informed of what was going on. Now the branch meetings provide all members with an
opportunity to discuss and decide the actions to be taken by NSW growers.
I congratulate Judy Allan for the work she has done this year on Cool Room design, carton design and
standardisation, and on the video training film for mushroom picking.
I thank the general manager and executive committee members for the support they have given me during the
year.”
Noel Arrold became National Chairman of AMGA in 1986 and his Chairman’s
Report for 1986-87 was one of excitement as he comments:_
“My period as Chairman of this Association began with what I believe to be the most successful technical
conference that the AMGA has held for many years, largely due to the professional efforts of Jan Jansson of the
Dutch Training School. Our Association has grown so much in the past few years that we are now talking of an
income in the 1987-88 year of over $600,000 reflecting an increase of 25% in spawn contribution funds over the
year 1986-87. This increase is based on information received of expansion in all states.
The AMGA is now reaching a turning point in its history, the jump from a small club-like organization to that of big
business - our budget for Research this year is $118,000 and our projected promotion budget is in excess of
$200,000. With the extra increase in production forecast by the 25% increase in spawn levy we will need to ensure
that our promotion and research funds are put to the best use. We are fortunate in 1986-87 in having a very
enthusiastic Promotion Committee led by Herman van Schajik and a Research Committee led by Graham Price to
look after the interests of our members. The research area will need particular attention in the coming years to
Reminiscences of a Fun’gi 180
obtain the maximum advantage of the Government’s dollar for dollar contribution to industry research. Our
industry is viewed with envy by other horticultural industries for the manner in which growers have supported the
industry research and promotional program through the spawn contribution fund.
I wish to thank all those directors and members of committees who have put time and effort into the promotional
needs of our industry in 1986-87. My thanks also go to John Miller, our General Manager and his staff for the
excellent work they have performed during the year.
I conclude by quoting the words of Julius Caesar ‘Hoc Questo Innuendo Fatua’- which loosely translated means “I
hope your first 5lb square foot crop will not be your last.”
Reminiscences of a Fun’gi 181
My General Manager’s Report for the year 1986-87 shows great promise for the
future
Membership
The membership of the Association as at 30th June 1987 was as follows:
Ordinary Grower Members 84
Life Honorary Members 11
Honorary Members 4
Associate Members 11
Total Membership 110
Australian Mushroom Production
Fresh Sales 13,720,676 kg = $47,609,025
Processed Sales
Total Sales 1,554,496 kg = $2,642,609
15,275,172 kg = $50,251,634
Imports of Mushrooms
Fresh Mushrooms ex New Zealand = 759,643 kg
Frozen = 124 kg
Dried (x 12 fresh equivalent) = 735,456 kg
Canned in brine (consumer pack) = 3,517,582
Canned in brine (catering pack) = 1,019,167 kg
Total imports = 6,031,972 kg
As you will notice, imports of mushrooms are down by 28.3% and local production sales are up by 9.6% compared
to last year. Prices and demand for good quality mushrooms are excellent. Consumption of mushrooms is 1.42 kg
(or 3.12 lbs) per person.
There is an indication by reports I have received from members, that there is currently an average 30% increase in
compost made in all states.
Promotion Activities
To maintain consumer demand and good prices for our product in the markets, a budget has been planned by our
promotion committee for a full twelve months in advance. Co-operative advertising with other food organizations
has been sought to share costs, make our spawn contribution money go further and increase the usage of
mushrooms in all meals with exciting new recipe idea.
New radio and TV commercials have been produced ready for our campaign. Taste tempting recipe leaflets are
being prepared to support our new theme of “The Great Australian Mushroom”.
Reminiscences of a Fun’gi 182
Appreciation
I wish to thank Chairman Noel Arrold, the Board of Directors, AMGA part-time assistant secretaries, Judy Randon
and Frances Biggs for the excellent support during the year.
This year, the financial contributions by the positive thinking members have been outstanding, as you will note in
the attached Spawn Contributions received. This has made it possible to do more planned effective promotion
and research. It will maintain our position as one of the most progressive primary producer organizations in
Australia.
I sincerely thank you for your contributions and faith in our industry.
The formation of a Compost Liaison Committee!
State Director for New South Wales, Errol Fletcher as Chairman, reported in 1986-87 that Hawkesbury Council’s
requirements for composting sites was causing concern. He comments:-
“This is my first report as State Director of NSW. One of the first tasks assigned to me as soon as I inherited this
position was to try and solve the problem of poor quality mushrooms being produced (apparently only in New
South Wales, Queensland and South Australia say they do not have this problem).
After much discussion and several months – both here and in North America – I am unhappy to say that the
problem is still with us. However, we are still looking and I am sure that the answer will come.
During the year, NSW played host to Dick Barton from the United Kingdom. Dick visited most of our farms looking
for that horrible virus and also taught our people at Rydalmere his methods of detecting this disease.
Early in the year all compost makers were asked to submit monthly figures on the amount of compost being made
at their production establishments. By the end of April/May it became apparent that there was an increase of
Reminiscences of a Fun’gi 183
approximately 30% in the amount of compost going to farms. These types of figures are invaluable in that we can
now forecast the times when the most promotion will be needed. The old problem of being able to afford to
promote has not gone away. It was suggested that maybe a small levy be put on a tonne of compost ($1.00 was
suggested). This would cost $10.00 per 1,000 square feet and raise about $40,000 a year – unfortunately this has
to have 100% approval by all compost makers and it was rejected. The importance of advertising cannot be
stressed enough and the need to raise finance for this is essential if we want to keep the prices at a level whereby
we can make some sort of profit.
The 30% increase in compost was mostly in the Hawkesbury district and caused some very real problems with the
local council. The newly formed liaison committee held several meetings with the council but at the date of
writing have not really agreed on very much at all. It would seem that the council will always hold the whip hand
and I do not see that there is a terrible lot that we will be able to do about it.
It was agreed at a NSW meeting to financially support one or more council members with the hope that we may
get a better hearing at council meetings.
Remember that what happens in the Hawkesbury district concerning mushroom farming will set guidelines for the
rest of the state and possibly for other states as well.
The year to the end of July in NSW there were 5,600,000 kgs produced for the fresh market 1,100,000 kg for
processing, again, showing the need to keep promoting.
Many thanks to John Miller and his two assistants, Judy and Frances. Also to our NSW research committee
members who give up a lot more of their time than they can really afford.
The financial situation on the improve!
In his Treasurer’s Report for 1986-87, Brian Carroll sounds elated as he sets out the figures below:-
Spawn Contributions
Again this year we saw an increase in spawn contributions. Total receipts from spawn contributions were
$498,822, an increase of 8.5% on last year.
Promotion
Our promotion budget increased by 13.6% to $383,811.
Research
I’m delighted to report a significant increase at 73% in our expenditure on research totalling $60,416.
Research Unit at B&CRI Rydalmere going well
Reminiscences of a Fun’gi 184
According to the Research and Advisory Committee Report by R&D Chairman, Graham Price for
1986-87, he said-
“I would like first of all to thank my committee, our staff at the Research and Development Unit and
all government departments for the tireless effort that they have given the industry this past year.
Their achievements so far this year, I believe, are probably unmatched anywhere.
First let me start with the unit at Rydalmere
The third room after many hold-ups is now being fitted with refrigeration equipment and should be ready for
operation at the end of October (what a relief!). As you are aware the room has been complete for 12 months.
The present two rooms have been running constantly and have never had so many crops through them before.
We now have a situation where companies are paying to have work carried out in the rooms ie casing screening
and the regulation of insect population growth. This work is very important to the companies who service our
industry and ourselves as without these screenings, regeneration could never be done. All of this work, of course,
has to be programmed to go along with other work being carried out, such as calcium trials and supplementation
trials. Mushrooms from most crops go through a colour meter check to see if there is any better quality showing
up, one casing to another or one supplement to another.
The industry is very fortunate to have Judy Allan at the helm of the unit with the assistance of Noel Arrold and
Chris Green. Never before has the industry received information as frequently as it does now.
Staffing
Kevin Hiser, the field assistant, resigned from Rydalmere in May. At present, we are employing one full time
employee on a temporary basis and a part-time assistant working three days per week. A new full-time permanent
position should be filled by the end of October.
Virus
This year because of poor quality within the industry, a number of growers attended the Spawn Mate Conference
in America. On their return it was felt that virus could possibly be one of the problems causing poor quality. After
investigation, it was found that Dr Dick Barton (a virologist) was being retired from the GCRI in England and upon
negotiation, we were able to secure his services to come to Australia and be based at Rydalmere to look at virus.
He was able to share his techniques with Rydalmere in New South Wales and Burnley in Victoria and it was
established that whilst virus was apparent on a couple of farms, it was not the cause of our quality problem.
Compost Project
Earlier this year, Fred Miller took up a position at La Trobe University researching compost. Fred’s appointment is
for three years and we look forward to the first of Fred’s reports at this year’s conference.
In the pipeline
Burnley Agricultural Department has been asked to put up a submission to develop and maintain the Australian
industry on virus screening. This will be that all spawn makers will be able to have their strains certified and all
growers will have the opportunity to keep a close watch on the virus level on their farms. Preliminary negotiations
are currently underway and it is hoped to be able to report on this at the national conference.
Funding
Reminiscences of a Fun’gi 185
I believe that 33% of the spawn fund income should be spent on research and development and that to make the
funds go further, government grants should be applied for and added to those funds wherever possible.
In coming to a close on this year’s achievements of the Research and Advisory Committee, I would like to make a
special thanks to Judy Allan, Noel Arrold and Chris Green who have been our program organisers at Rydalmere and
to all people who have been associated with the Research Committee. As I now become past chairman of the
committee, may I ask that you give your next chairman and committee the support which you gave me. Once
again, thank you for having me as your chairman for the past three years.
Compost Odours are Causing Concern?
In his Chairman’s Report for 1987-88, Rob Tolson commented:-
This year has been a very active one again, I guess it has been the year the awareness of the
smell has come to haunt every single compost maker in the country. This issue won’t go away,
until we find a solution. In the meantime, all compost makers can help themselves by keeping
premises as clean and tidy as possible. The association has a list of do’s and don’ts, if you find
yourself in trouble, contact John and get a copy as soon as possible.
It is pleasing to have such an eminent speaker on compost this year at such an opportune time in Dr Gerrits.
There have not been enough state members nominating themselves for state director. Get going and put a bit of
competition in the elections.
I think over the last year or two most farms have learned to produce the U strains, it is hoped now all growers will
settle down to get the quality from them that is possible overseas.
The 3% productivity superannuation has become an issue around the country this year and a number of NSW
growers have opted to pay prior to being forced by the arbitration commission, mainly so they can have the
insurance company of their choice. It is something for all members to think about.
The open learning package is now coming available and should be a very worthwhile training tool on the farm.
There will be a conference in China from the 5th to 10th November 1989, which looks like getting a lot of support
from growers.
I would like to thank John Miller, Judy Randon and Frances Biggs, our part-time assistant secretaries, for their
dedication and support throughout the year, it is a crew like this that makes the Association the benefit it is to
growers.
I would also like to welcome Sandra Gregg as the new assistant secretary to the Association, who will replace Judy
and Frances on a full time basis. Sandra comes to us from the 3M Company, where she worked for many years.
It is intended now with Sandra in the office full time, that John will be able to do more of what he does best, being
PR and promotion
Best wishes and good cropping for 1988-89.
Reminiscences of a Fun’gi 186
Statistical Information Shows the Effect of Promotion!
In my General Manager’s Report for 1987-88 there are good signs emerging.
Membership
The membership of the Association as at 30th June 1988 was as follows:-
Ordinary Grower Members 86
Life Honorary Members
Honorary Members 10
Associate Members 6
Total Membership 16
118
Australian Mushroom Production
Fresh Sales 16,002,781 kg $58,525,120
Processed Sales 2,215,982 kg $3,944,443
Total Sales 18,218,761 kg $62,469,563
Reminiscences of a Fun’gi 187
Imports of Mushrooms
Fresh Mushrooms ex New Zealand 696,288 kg
Frozen 16,560 kg
Dried (x 12 fresh equivalent) 1,191,180 kg
Canned in brine (consumer pack) 4,903,337 kg
Canned in brine (catering pack) 1,526,061 kg
Total Imports 8,333,426 kg
Details of AMGA funds used for promotion and research of our product over the last six years:
The proposed calendar for the above to be as follows:
MAGAZINE SEPT OCT NOV DEC JAN FEB MAR APR
X X X X
Women’s Weekly
New Idea – W2 X X
Woman’s Day – W4 X
Family Circle – W1
Homes and Garden X
Australian Slimmer X
Prevention X
Australian Well
There are many free editorials in Women’s Magazines in addition to the above as most of you are aware. We have
many good friends in the food world.
Appreciation
I wish to thank Chairman, Rob Tolson, the Board of Directors and all members for their excellent support and co-
operation during the year.
I would like to express my sincere gratitude to Judy Allan, Judy Randon and Frances Biggs, who are leaving us, for
their tremendous contribution to the success of the mushroom industry, their dedication to the achievement of
AMGA objectives and the assistance given to me over the years in lightening the administrative load of the AMGA
office. I wish them all every success in the future.
Welcome to Sandra Gregg who has now taken up her new position as full time assistant secretary and is settling
into the office tasks with great enthusiasm. It is to be hoped that she spends many years with us and learns to
enjoy this great mushroom industry as we all do.
Possibility of buffer zones for residential and farm?
Reminiscences of a Fun’gi 188
In his NSW Report as State Director and Chairman for 1987-88, Errol Fletcher has high hopes for a responsible
action by Hawkesbury Shire Council.
1987-88 was my second year as NSW Director. During the season the problem of composting in the Hawkesbury
District really came to a head. I attended numerous meetings with various officials from State Government level to
local council. It seems that something will be done in the Hawkesbury Shire as far as having some land set aside
with a decent buffer zone provided. This will probably set the scene for other shires in Australia but at least its
positive action.
Interesting to note that the amount of mushrooms for processing was higher this season to last: 1,100.00 kg for
1986/87; 1,612,000 for 1987/88, whilst fresh was down from 5,600.000 kg to 5,538.000 kg for 1987/88.
However, there seems to be no shortage of supplies at Flemington.
We, in NSW, have successfully initiated a $1.00 per tonne of compost levy. This money will be used solely to
promote NSW grown mushrooms and seeing what we received for $30,000.00 in the March/April promotion this
year we sorely need these extra funds.
Many thanks to J Miller and his assistants, Judy and Frances, through the year for all their help.
Busy Year for R&D as reported by the Research and Advisory Committee
Chairman, Noel Arrold for 1987-88
Noel states that:-
“This year has been a demanding year for the Research and Advisory Committee with many
new initiatives being undertaken. The Research and Advisory Committee has operated with a
number of sub-committees responsible for each of our major programs. I enclose a brief
report of each program with acknowledgements to the committee members responsible for
these programs.
1. Research and Advisory Management Committee – B&CRI RYDALMERE – N.P. ARROLD, M. CASIMIR AND J.
ALLAN
The aim of the management committee is to ensure that the Research and Advisory Unit at Rydalmere is properly
financed and used to its fullest capacity. We can report that twelve trials were conducted in the unit this year
which is the maximum possible. Trials were conducted on insect growth regulators, strains, supplementation and
casing. Results of the trials are published in the 1987-88 report of the Research and Advisory Unit.
2. Building Sub-Committee – R. TOLSON and J. BAKER
This year saw the completion of the third trial growing room at Rydalmere equipped with chilled water air-
conditioning. The conversion of the first two trial rooms to chilled water cooling has been budgeted for in 1988-
89.
3. Virus Diagnostic Scheme Committee – B. PRATLEY AND D. SYMTH
The virus diagnostic service began at the Victorian Plant Research Institute, Burnley, Victoria in February this year.
A roster has been developed to enable participating farms to have crops sampled for virus on a regular basis. In
Reminiscences of a Fun’gi 189
addition, spawn strains are tested twice yearly for virus and certificates issued for healthy strains. Dr Ron Garrett
will be reporting on the first year of this project in the lecture sessions of this year’s National Conference.
4. Compost Committee – A. GULLIVER AND N. ARROLD
Assistance was given to Dr F Miller of La Trobe University to complete a three-month project at Rutgers University
USA using the specialist equipment there in the study of the composting process. Dr Miller also attended the
Dutch Open Day and the Lee Valley Research Institute, England, to evaluate the research being done on the rapid
Phase I and II process in tunnels.
In the coming year the AMGA will provide further support to the La Trobe Composting Project through the
appointment of an additional researcher. Acknowledgement should be made here to the generous offer of
Melbourne Mushrooms Pty Ltd to provide a small fully equipped experimental tunnel for use by the team at La
Trobe. The evaluation of yields from this experimental tunnel will be conducted in the Research and Advisory Unit
at Rydalmere.
5. Mushroom Industry Research – as part of the Australian Horticultural Research and Development
Corporation – N. ARROLD, R. TOLSON AND A. GULLIVER
The Australian Horticultural Research and Development Corporation was established in August 1988. Our
Committee met with representatives of the Department of Primary Industry in Canberra in June to discuss the
industry’s participation. The Research and Development Corporation provides a dollar for dollar contribution to
industry research aimed at improving Australian Horticulture. The members of the AMGA will vote at this year’s
National Conference on whether to join the Research and Development Corporation and, should the industry
decide to join, steps have been taken to ensure our membership could commence on 1st January 1989.
6. Open Learning Scheme – A. GULLIVER AND J. ALLAN
The AMGA has reached agreement with the English Mushroom Growers’ Association to provide the Open Learning
System on Mushroom Growing to AMGA members. The introductory workshops are now completed in all states.
I wish to thank all members of the Research and Advisory Committee who have all made a substantial contribution
to the Australian mushroom industry in 1987-88.”
There was a substantial increase in Spawn Fund Contributions
Reminiscences of a Fun’gi 190
According to the Treasurer’s Report by Graham Price for 1987-88
This year we have had a 20% increase in the Spawn Fund which has been
very healthy and indicates a substantial increase in production of
mushrooms. By and large the market price has held firm, due to funds
which have been made available for promotion.
The Open Learning Session, under the leadership of Judy Allan and Andy
Gulliver at this stage appears to be an outstanding success. I believe this
success can be attributed to the 31 farms which have participated, and I
would like to take this opportunity to thank those farms, and the people
concerned, who have helped in this project.
Research is steaming forward, with approximately 25% of funds going
towards research. At this stage, encouraging work appears to be
forthcoming.
I believe that the Association this year has made an outstanding
achievement in that it has purchased its own office, being on the corner of Macquarie and Forbes Streets,
Windsor. At this time the building should be in vacant possession, whereby everyone should be able to see the
premises from which the Association will operate in the years ahead.
I would also like to thank the retiring part-time secretaries, Judy Randon and Frances Biggs, and to welcome our
full-time secretary, Sandra Gregg, who I believe will be of extreme assistance to the incoming treasurer. Finally, I
would like to take this opportunity to thank everyone on and off the committee for their help and support over the
last 12 months.
Another State Director, Doug Schirripa, who had represented South Australia for
many years became AMGA Chairman and his Chairman’s Report for 1988-89 was
as follows:-
“It is with great pleasure that I present the Annual Report for this year.
The AMGA is now one of the most respected Associations in Australia. It is efficient,
effective and progressive and now also becoming most professional in its operation and
outlook.
I would like to sectionalise the report to give you, the member, an easy run down on
what has happened over the last twelve months.
1. Newsletter
I urge you to ensure that you read the AMGA Newsletter. Our editor, Bill Daley, together with Bradley Johnson
and Judy Allan, has done a tremendous job in putting together a new format and I’m sure you will find many
helpful hints and articles in it.
I would also like to point out that if anything comes up at Board Meetings which we feel should be passed onto
you, the member, it is also included in the newsletter.
So please read it regularly.
Reminiscences of a Fun’gi 191
PS – If you have any interesting points of gossip or helpful hints, please don’t hesitate to call the editor on 045 73
6261 so that we may include it in the newsletter for all to read.
2. Finance – That is – how we are going to spend your dollar
(a) Income
At this stage, we are budgeting for an income $750,000 for the 1989-90 year.
(b) Expenditure
Our expenditure is cut into 4 main areas
1. Administration
2. Research and Development
3. National Promotion
4. Balance (state promotions)
1. Administration
This year our costs will increase slightly in wages, government charges ie rates, power, phones, etc to
keep up with the CPI increases but we no longer have to pay rent (refer to item 3 following).
2. Research and Development
I am extremely proud to announce that at our May meeting we have budgeted in excess of $264,000 in
total for research and development. Of this total, I am delighted to inform you that approximately
$109,000 will be funded by government through the HRDC (Horticultural Research and Development
Corporation) meaning an outlay by AMGA of only $155,000. This is a giant step forward taken by AMGA.
I must publicly acknowledge the hard work and dedication given by the R&D Committee under the
leadership of Dr Noel Arrold. I can safely say that the R&D program set out by this committee from 1989
through to 1991 has enormous foresight and its benefits to you, the grower and member of AMGA will be
tremendous.
I can also say that this R&D program, the work to be done and the people commissioned to carry out this
work, will be the most extensive and professional ever carried out by any horticultural association
anywhere in Australia and you, the member, can be extremely proud that you and your financial support
of the AMGA is responsible for this progress.
3. National Promotion
The Board’s budget for national promotion for 1989/90 is $200,000. This will include Women’s Weekly,
Family Circle, New Idea, Woman’s Day, Readers Digest and Cleo magazines as well as 2 spots on the Ray
Martin Show nationally in November and December.
It also includes costs of making a new TV commercial and production costs for a mobile and posters.
Thanks must go to the Promotions Committee who, in their wisdom, have given the mushroom a new life,
a new image, which over the next 12 months, you the member, will benefit.
Reminiscences of a Fun’gi 192
4. The Balance
As usual any monies left unspent will be placed back into the separate state accounts at the same
percentage ratio as they are paid in.
3. AMGA Office
I would also like to inform those of you who are not aware that the new AMGA Office at 2 Forbes Street, Windsor,
NSW is now solely owned by AMGA. Yes – it belongs to you and your fellow members.
Again, I am glad to announce that while we had a mortgage facility open to us when purchasing these offices, we
have not had to use it. We have been able to finance the purchase of the office out of our roll-over of funds.
So now AMGA owns the property which as you are all aware is appreciating in value constantly and at the same
time, we have no more rent to pay.
4. National Conference Adelaide – 13th-17th September 1989
Due to the tremendous amount of R&D being done over the last 12 months, this conference is shaping up to be
the most informative ever. Our overseas guest speaker is Dr Visscher and we will also be given a very conclusive
report by Dr Fred Miller on his 3 year’s research into composting. Reports from all our other R&D areas will also be
given by Dr Barry Macauley, Dr Alan Clift, Dr Tan Nair and Ewan Harper. We are using your money for R&D, so be
at the conference to maximise the benefits.
5. Thanks
My sincere thanks go to John Miller, our General Manager, who again has carried out his duties in a most
professional manner, and to his offsider, Sandra Gregg, a most efficient job. Thank you both.
In closing, let me once again express my pleasure at the direction your board is taking and to thank them for the
many hours in time, the effort and the expenses these people have given your association.
To you, the member, I wish to say thank you. It is your membership and your dollars which enable us to do all the
things mentioned in this report and I feel sure that each and every one of you will benefit tenfold in your business
of mushroom growing.”
Our mushroom consumption is increasing in Australia
You can see from my General Manager’s report for 1988-89 that the Association’s promotion campaign was having
an effect.
Membership
The membership of the Association as at 30th June 1989 was as follows:-
Ordinary Grower Members 88
Life Honorary Members 11
Reminiscences of a Fun’gi 193
Honorary Members 6
Associate Members 14
Total membership 119
Australian Mushroom Production
Gross Value Wholesale Market
Fresh Sales 18,484,054 kg $72,040,349
Processed Sales
Total Sales 1,916,127 kg $3,834,744
20,400,181 kg $75,875,093
Imports of Mushrooms
Value (VFD) – In Country of
Origin
Fresh Mushrooms ex New 635,683 kg $2,174,993
Zealand
Frozen 77,650 kg $263,367
Dried (x 12 fresh equivalent) 1,379,616 kg $1,989,288
Canned in brine (consumer 7,548,051 kg $15,692,937
pack)
Canned in brine (catering 218,298 kg $430,55
pack)
Total Imports 9,859,298 kg $20,550,940
Reminiscences of a Fun’gi 194
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