AMGA Journal Spring 2022

Journal ISSUE 3/2022
SPRING

NEW AMGA AMGA
BOARD CONFERENCE

Meet the newly The countdown is on for the
appointed AMGA Board. 44th AMGA Conference

OCT 15

CELEBRATE
NATIONAL
MUSHROOM

DAY



CONTENTS

AMGA UPDATE 05
Message from the new AMGA Chairman
06
AMGA Relationship and 08
General Managers report 10

Announcing the new AMGA Board 11

Introducing Jacqueleen Brown 14
16
Australian mushrooms 20
24
marketing strategy 26

INDUSTRY 28
Countdown is on for the AMGA Conference 31

Conference and Event Program

Dr Geoff Martin celebrates 40-years

National Mushroom Day

Project update

Meet the member – Kim Margin, Margin
Mushrooms

MUSHROOM INDUSTRY EVENTS

EDITOR
Leah Bramich [email protected]

ADVERTISING
Leah Bramich [email protected]

DESIGN
Jihee Park [email protected]
COPYRIGHT: All material is copyright to the AMGA

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4

MESSAGE FROM THE
AMGA CHAIR

After 15-years on the board, this is my first tenure I would like to acknowledge and thank the outgoing
as Chair of the Australian Mushroom Growers chairman, Geoff Martin, for his hard work and
Association. I would like to take this opportunity dedication to the industry in what was a busy and
to assure members that I will continue the good work stressful two years. Geoff has worked tirelessly to
performed by my predecessors, to ensure our industry advocate for change within government and Hort
continues to be safe and profitable for all. Innovation and, in my opinion, has made a lasting
impact. Geoff dedicated a huge amount of his time
Like many other mushroom farms in Australia, our farm is and effort into this voluntary position, which is a true
a family operation, which I manage with my father, Sam, testament to his passion for our industry. These are big
and my brother, Nat. And most recently, my son, Sam, shoes to fill, and of course, there is more for us to do.
has joined the business also. It’s fair to say that growing
is in our blood, as both of my grandfathers were I look forward to working with the AMGA board over the
vegetable growers, and my father was a greengrocer next two years, to continue to provide strong advocacy
for 50-years before venturing into mushroom growing for the best interest of our members on important issues
with Nat and I 24-years ago. In 2019, our farm, SA from government, statutory levy and the broader supply
Mushrooms (Virgina, South Australia), expanded chain. My intention is to deliver a better return on R&D
operations to include a phase two and three compost and Marketing statutory levy funded investments, to
facility. We now grow between 55- 60 tonnes per week ensure projects are effective and relevant to industry,
and supply compost to growers locally and interstate. and are managed efficiently.
As a grower, compost maker and wholesaler to markets,
I’d like to think I have my finger on the pulse of industry I welcome a call from AMGA members at any time, to
issues. speak about the issues that are important to you, your
business, and our industry.
Over the past few years, our industry has faced some of
the most difficult conditions in our generation. Growers NICK FEMIA
continue to endure the pressures which evolved from the
COVID 19 pandemic, with ongoing supply chain issues, Chair, Australian Mushroom Growers
increasing input costs, labour shortages and so on. Association.
These issues have affected everyone, no matter if you’re
a small, medium, or large farm. It hasn’t been easy, but
I like to think that we are a resilient bunch. Under my
leadership, the AMGA will continue to provide support
for growers through these difficult times and beyond.

5

AMGA RELATIONSHIP
AND GENERAL
MANAGER REPORT

BY LEAH BRAMICH, AMGA RELATIONSHIP AND GENERAL MANAGER

6

Leah Bramich marketing strategy workshops. The plans will be put
forward for SIAP approval in late September, with an
AMGA Relationship & General Manager announcement expected in the next MushroomLink
Magazine.
[email protected] | 0457 440 298
The AMGA are currently managing four R&D and two
These are exciting times for the AMGA, with a newly M&P levy funded Hort Innovation projects, with more in
appointed AMGA Board of Directors, and Nick Femia the pipeline and due for announcement soon. See the
taking the reins of the association. After 15-years on the MushroomLink hald for updates on these projects.
AMGA Board, and various seats on additional panels
and committees over this time, this is Nick’s first tenure The AMGA Conference organising committee have been
as the AMGA Chair. I look forward to working with Nick hard at work finalising the event, which from industry
and the extended board, to continue to support the buzz, is expected to be well attended. The committee
industry, advocate for change, and strive for better have put together a truly excellent event, which is
return on investment for levy payers. explained in detail within the 6-page ‘Conference and
Event Program’ feature on page 14.
The AMGA also welcomes Jacqueleen Brown, who is
taking over the role of Marketing and Communications The AMGA funded Mushrooms in Schools program is
Manager. The association is very lucky to have Jacquie coming to an end, with over 12,000 students engaged
on board, as she brings with her a wealth of knowledge in this year’s program. We look forward to presenting to
and experience, which you can read more about in her you the student survey results, teacher feedback, and
column. Jacquie ‘hit the ground running’, so to speak, lots of photos of kids investigating mushrooms, in the
joining the mushroom marketing sub-committee in next edition of the AMGA Journal. It has been a pleasure
Sydney on her second day, to attend the Hort Innovation watching them explore and learn.
marketing co-design workshops. Jacquie will be taking
over the AMGA funded marketing projects, including In the next edition of the AMGA Journal, you will read
The Blend, Mushrooms in Schools and our Mushroom the results of the two AMGA managed, levy funded
Lovers Club, as well as leading the AMGA managed, levy marketing programs, Grassroots Product Sampling
funded marketing projects for Hort Innovation moving and Events, and the Café Culture #MyMushroomToast
forward. Jacquie is also busy planning the AMGA foodservice campaign, which is already showing
activities to celebrate National Mushroom Day on exciting results.
October 15. In her few short weeks with the AMGA, I can
confidently say she is up to speed, and full of ideas and Mushrooms + Mince = The Blend is the next marketing
enthusiasm for our industry. focus for the AMGA, which is due to launch in November.
Jacquie will announce the marketing plan in the next
In August, the mushroom marketing sub-committee, AMGA Journal.
Georgia Beattie (Bulla), Kyle Davies (Marland
Mushrooms), Tim Archibald (White Prince), Jacqueleen As always, feel free to contact me at anytime if you need
and I, with last minute apologies from Elisa Siliato further information on the AMGAs activities, or if you
(Costa), met with the marketing team at Hort Innovation need assistance, advice or connection on any topic.
for the 2-day marketing co-design workshops. Day
one was filled with data analysis and day two, the

7

ANNOUNCING THE
AMGA BOARD OF
DIRECTORS

The AMGA formally announces the new board of requirement to hold an election and the Members were
directors and board chair who will each help support declared elected.
the associations work, to continue to advocate on
behalf of industry, drive value for our members, and Congratulations to all elected AMGA Board Directors
work to ensure mushrooms are a vital, unique part of and thank you for your continued support and services
the Australian diet. to the Association.

AMGA’s board and leadership represents a variety of NICK FEMIA, CHAIR, SA
experts across the industry, with AMGA elected Nick MUSHROOMS
Femia of SA Mushrooms, as the new AMGA Chair.
Nick has been a grower for 24
Nick has been on the AMGA board for 15-years, with years and with 15 years’ experience
this his first tenure as chair. Nick has been instrumental on the AMGA board, Nick has been
in shaping the industry, having held positions on instrumental in shaping the industry.
the AMSAFE program, MIAC, the AMGA Marketing This is Nick’s first tenure as chair of the AMGA Board,
Subcommittee, Hort Innovation Strategic Industry and he is excited to give back to the industry, using
Advisory Panel, and various mushroom project reference his commitment to provide support for growers. Nick
groups. He also spent time on the Horticulture Coalition believes that his most important role is to look after
committee of South Australia. Growers’ interests, both large and small operators,
in an equitable manner through strong advocacy
Nick announced the members of the incoming AMGA for members on important issues from government,
board including dual Deputy Chair Dr Geoff Martin and statutory levy and the broader supply chain.
Georgia Beattie.
DR GEOFF MARTIN,
“I am personally delighted to welcome such a strong DEPUTY CHAIR, DR
group of board members, and I look forward to serving MUSH ADVISORY
with each of them in the coming year,” said Nick Femia,
AMGA Board Chair. “I’m also very pleased that as a Geoff has been involved in the
group we will lead the next chapter of our work and international mushroom industry
deliver on a commitment to advancing AMGA’s mission.” for over 37 years; he has managed
and directed operations at a range
Nick added, “On behalf of the board, I want to of composting and mushroom companies and runs his
express our gratitude to those who concluded service own mushroom consultancy business, Dr Mush Advisory.
as a valued board member and provided visionary
leadership for us all. We look forward to their continuing Passionate about the mushroom industry, Geoff believes
service and counsel.” that one of his most important tasks is to share his
knowledge with fellow growers, facilitate the training of
As the number of nominations received were less than younger people in the industry and promote research
the number of vacant Director positions, there was no and development especially in the field of composting.

8

GEORGIA BEATTIE, Carmine has been passionate about giving back to the
DEPUTY CHAIR, industry and has been a member AMGA conference
BULLA PARK organising committee for the past 18 years.

A new generation of farmer, BRIAN BACKHOUSE, DIRECTOR,
Georgia is CEO of Bulla Park, COSTA MUSHROOMS
Australia’s largest organic mushroom
farm. Brian has extensive experience in
the Australian mushroom industry,
With a passion for sustainable food systems, having been State Manager
innovation and technology, Georgia specialises in high WA and now State Manager
performance farming, embracing the use of technology SA for Costa Mushrooms. Brian
and innovation to achieve fast growth and scale in is an experienced business leader,
agriculture. having worked across several industries, performing
key operational and management roles. This included
Georgie is driven by supporting and growing the working 20 years in the global chemical industry prior
industry to deliver a sector that embraces sustainable, to joining Costa. Brian supports developing greater
clean, high quality farming practices that create a transparency and understanding of how our levy
positive environmental impact. money is spent to ensure that all growers are getting a
productive return on their investment.
ROBERT TOLSON,
TREASURER, PREMIER DAVID TOLSON, DIRECTOR, ELF
MUSHROOMS MUSHROOMS

Robert is the owner of Premier David Tolson, Managing Director of
Mushrooms and a Director Elf Mushrooms, the second largest
of Sylvan Australia and Director mushroom producer in New South
shareholder of White Prince. From building is career Wales (NSW) is a proud believer of
through his mushroom farm in 1990 and studying at sustainable farming practices. David
the University of Pennsylvania, which had a major and his team make a continuous effort
mushroom research centre, Robert has devoted his to encourage the use of spent mushroom compost for
career to building and growing the industry. home gardens, horticulture, agriculture, and viticulture.

CARMINE CALLISTO, With a career spanning 30 years, David is also a
DIRECTOR, GLOBAL Director of White Prince Mushrooms. David is focussing
AXIS IMPORT on equity for levy players, value for our statutory levy,
SOLUTIONS and a continuation of a marketing and R&D levy, for the
long-term betterment of the industry and strengthening
Carmine Callisto is the Managing knowledge of the health benefits of incorporating
Director of Global Axis Import Solutions mushroom consumption into the greater populations
Pty Ltd, a successful family-owned business that has diet for generations to come.
been operational in Adelaide, South Australia for the
past 32 years. To read more about the Board go to: https://
australianmushroomgrowers.com.au/about-amga/
With a strong background in sales prior to his
introduction to the Mushroom industry in 1998, Carmine
has worked extensively to build solid and strong
relationships and connections across the industry,
investing time listening to growers and delivering
what they need to produce strong yields of quality
mushrooms.

9

MEET JACQUELEEN
BROWN

NEW MARKETING COMMUNICATIONS MANAGER JOINS AMGA

BY LEAH BRAMICH, AMGA RELATIONSHIP AND GENERAL MANAGER

The AMGA this week has welcomed its new Marketing Jacquie said that she has been immersed in the latest
and Communications Manager, Jacqueleen Brown. consumer data and enjoyed the opportunity to be a
Relationships and General Manager Leah Bramich part of the recent HIA marketing workshops which
said that with extensive professional experience combines her skills as a consumer and trade marketer
in project management, stakeholder engagement, and strategic nature in exploring opportunities for the
marketing and communications, sponsorships, grants industry.
development and management, business development,
events, partnerships and leveraging cultural and “I am passionate about marketing and communications,
regional understanding across various sectors within and I love mushrooms. I believe the industry has so many
government, agency, and corporates, Jacqueleen has opportunities at a local and national scale.
hit the ground running.
I have been working hard to quickly get up to speed and
“Jacquie stood out among an impressive field of understand the many and varied projects that present
applicants for the job. the opportunity to further build a robust industry. My
first priorities include the AMGA Conference, enhancing
“She has a wealth of marketing experience with major, member communications, continuing mapping and
highly respected global brands such as senior roles planning with HIA and delivering on current projects
with Moose Toys, DaimlerChrysler, Walt Disney, City of including Café Culture, Blenditarian and Mushrooms in
Melbourne, Arts Centre Melbourne, Brisbane Tourism Schools,” she said.
and agency clients (Air Mauritius, Sunny Queen Eggs,
Smiggle and Intrepid Travel),” said Leah. Jacquie will be looking to meet with growers and other
key industry participants over the next few weeks and
This extensive background combined with the fact is excited to be able to network with many industry
that she has led the strategic direction of successful representatives at the upcoming AMGA Conference in
marketing and communications campaigns, worked Adelaide.
with sales teams to achieve targets and developed
relationships and opportunities both nationally and CONTACT JACQUIE
internationally means that Jacquie will be able to
quickly contribute new perspectives and value to issues [email protected] | 0488 650 406
and opportunities in the industry.

Leah explained that it was this experience and her
background at senior levels in marketing, most recently
as part of the Senior Leadership Team at Study
Queensland (SQ) (a business unit within Trade and
Investment Queensland (TIQ) that make her a perfect fit
for the AMGA position.

10

AUSTRALIAN MUSHROOMS
MARKETING STRATEGY

JACQUELEEN BROWN, AMGA

The AMGA board has approved budget of $200k Mushrooms in Schools Program. We will further
for marketing for the FY22-23 financial year, for the capitalise on the program success and look to
association to continue to its marketing and promotions further its reach.
initiatives.
• Nutrition and Health PR – AMGA Dietitian Jane
The allocation will be split amongst four key Freeman APD, APN, will continue to work with
projects that will be distinct yet integrated to enable the AMGA, to guide AMGAs health and nutrition
opportunities for continued leverage and exposure. communications, and boost credibility, exposure
and reputation. To build the profile of the mighty
• Mushroom Lovers Club – we plan on continuing mushroom's health benefits, an integrated and well
the moment of delivering our monthly Mushroom targeted PR plan will be rolled out over the coming
Lovers Club members new and exciting recipes. year, with the aim to secure exposure on local radio,
To date these recipes have inspired our followers newspapers, magazines, health related websites,
to create scrumptious mighty mushrooms for bloggers/influencers, and engage with health
breakfast, lunch and dinner. Weaved into professionals and key food service stakeholders.
the messaging will be interesting facts about
mushrooms and their superfood properties across • The Blend – a continuation of promoting The
the website, social media, Mushroom Lovers Club Blend over the summer months, to reinforce key
monthly email communications. messages as to the benefits of substituting mince
for finely diced mushrooms. The campaign will focus
• Mushrooms in Schools – In Winter 2022, the again on targeting key audiences, families and
‘Mushrooms in Schools’ program rolled out seniors, with a call to action to give the Blend a go.
nationally with 800 mushroom kits to primary Messaging will expand upon and further solidify:
schools throughout Australia, engaging with over Mushrooms + Mince = The Blend; Make room for
12,000 students for the entire duration of Term the mighty mushroom; and, Join the mushroom
3. Designed for grades 3 and 4 (children 8-9yrs) movement and take the Blenditarian pledge!
the program has successfully educated children
though free mushroom kits and lesson plans and Final planning of activities and opportunities that fall
helped get mushrooms back on the family grocery under each of these four key areas is underway with
list. Many teachers highly recommended the updates to follow soon. I am looking forward to an
exciting year for Mushrooms!

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MARKETING STRATEGY

FY 2022-2023 Budget Allocation

1. Development of 4 new mushroom recipes each month, emailed to our 40,000+ $10,000
Mushroom ‘Mushroom Lovers Club’ subscribers, listed on website and posted to social media. $30,000
Lovers Club These recipes and photos are also available for growers to use. $60,000
$100,000
2. Mushroom in Schools program delivers 800 mushroom kits to schools around
Mushrooms in Australia. Budget includes kits, kit delivery, program management, advertising and PR.
The program will be deployed again in Winter, Term 3, 2023
Schools
Engaging AMGA Nutritionist, Jane Freeman for monthly communications to media to
3. continue to promote the health and nutritional benefits of mushrooms to both
Nutrition consumers and health professionals.
& Health PR
The ‘Blenditarian’ campaign promotes the health and culinary benefits of substituting
4. mince for mushrooms. The campaign will run over the Summer months, from
The Blend November 2022 to February. Mushrooms + Mince = The Blend.

TOTAL FY22 - 23 M&P BUDGET: $200,000

AMGA Marketing and Communications Plan

Planned by seasons

Spring Summer Autumn Winter
Sept Oct Nov Dec
Jan Feb Mar April May June July August

<--- Mushroom Lovers Club --->

Fathers National THE BLEND Australia Day Ovarian Cancer Salt Awareness World Health Vitamin D & Immunity National National Dental
Day Mushroom Day Summer Burgers BBQ Mushrooms Awareness Month Week 8-14 Day Winter Mushrooms Diabetes week week
& Salad recipes -7- - Recipe sharing - 1-7
Health and Nutrition PR Calendar* - 15 - - 26 - World Cancer 10-17
Men’s Health Day PAID MEDIA
PAID MEDIA Prostate Cancer -4-
WEB PR PR PR
Soc. WEB WEB WEB
PR Soc. PR Soc. Soc.
WEB WEB PR
Soc. WEB Soc. WEB
Soc. Soc.
PR
WEB
Soc.
PR
WEB
Soc.
PR
WEB
Soc.

Women’s Health EVENTS Healthy Weight Teal Ribbon Day Mothers International National Stroke
Week Week Ovarian Cancer Day Men's Health week
6-10 Breast Cancer 8-14
Awareness - 24 - Week

WEB WEB
Soc. Soc.
PR
WEB PR
Soc. WEB
Soc.
WEB PR
Soc. WEB
Soc.
PR
WEB
Soc.

World Heart Day National National Heart
-29- Nutrition Week Week
2-8
10-16

PR PR
WEB WEB
Soc. Soc.
WEB
Soc.

Mushrooms The Blend Mushrooms in Schools Program
in Schools
PR Summer Pre-Promote Activation
Activation Mushrooms Burger
competition
are a
superfood

NOTE: This is a draft plan

*There will only be one PR event per month

12

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COUNTDOWN IS ON FOR
THE AMGA CONFERENCE

The countdown is on for the most anticipated industry you wish to take public transport. For those flying in first

event of the year, with the 44th AMGA Conference just a thing Wednesday morning, there is a possible option of

few weeks away. transport directly from the airport to Pure Mushrooms in

Port Wakefield, please contact me if you wish to find out

The conference titled ‘Growing the Future, Together’ more.

is set to facilitate the exchange of ideas amongst the Farm Tour
Australian and global mushroom growing community,

with a stellar line up of international guest speakers, Wednesday kicks off the conference with a tour of Pure
presentations from Australian research providers, farm Mushrooms and SA Mushrooms, with lunch provided by
tours and an exhibition and two networking events. our event sponsor, the Commonwealth Bank. The coach

You may have noticed that the three-day event leaves from the Crowne Plaza at 9am sharp, therefore
tickets are considerably cheaper than previous years, we ask that all delegates are in the foyer at 8.30. It
this is thanks to our event partners, in particular, the should go without saying, that for workplace health and
Hort Innovation Mushroom Fund, platinum sponsor safety, please ensure you wear enclosed shoes.

Sylvan, and our gold sponsors Costa Group and the Social Events
Commonwealth Bank.
Wednesday evening at 6pm kicks off the first social

An impressive total of 18 sponsors (at time of printing) event, the ‘Costa Networking Event’ at one of
are supporting this years’ event, with many suppliers Adelaide’s premier dining venues, 2KW Restaurant +
from overseas, which is largely due to the cancellation Bar, which is within walking distance of the Crowne.
of many other international conferences this year. These, Guests will be treated to a variety of canapes and food
first time AMGA Conference exhibitors will be an exciting stations with substantial bites, premium beer and wine.
addition to the event, and we extend a warm welcome. Spirits can be purchased separately. Dress code is smart
casual, however please bring a jacket, as the function is

Tickets are still available for the event, which you can being hosted on the terrace.

purchase online via the conference website, www. Thursday evening is the highlight of the Australian
amgaconference.com.au mushroom social calendar, the Sylvan dinner. This year,

Accommodation the ‘Sylvan Gallery Garden Gala’ will be held at the Art
Gallery of South Australia (AGSA), a stunning 18th century
The conference is being held at the Crowne Plaza in building with over 38,000 works of art. The function will
Adelaide, which has a limited number of rooms at a be in the gallery’s garden, under a clear marquee with
discounted rate. The committee has also negotiated festoon lighting overhead. With meat cooked over coals,
discounted rates at several nearby hotels with varying premium beer and wine, and a jazz band, this will be a
price ranges, which are within walking distance of the event to remember. Dress semi-formal, bring coat, and a
Crowne. To discover the discounts available, please visit recommendation of flat shoes for the ladies.
the accommodation page on our AMGA Conference

website for unique discount links and promotional The AMGA Conference committee have worked hard
codes. to create an informative, engaging and memorable

Travel from the airport event, ‘Growing the future, together.’ We look forward to
welcoming you to Adelaide in a couple of weeks.

The Crowne Plaza and other nearby recommended

hotels are just 16-minutes from the airport, which is a Tickets are still available for the event, which you

relatively cheap taxi ride, there is also a JetBus service if can purchase online via the conference website, www.

amgaconference.com.au

14

Conference and Event Program

ADELAIDE - AUSTRALIA

WED 26 - FRI 28 OCTOBER 2022

BITION SHOW OCIAL EVENT
S
CASE

GU
RS EXHI
S
EST SPEAKE FARM WALKS

This event is made possible with thanks to our event partners:

For more info or tickets, visit:

www.amgaconference.com.au

WEDNESDAY 26
OCTOBER

Farm Tours

SA Mushrooms & Pure Compost

9.00 – 10.30am Travel by bus from Crowne Plaza to
Pure Compost
Assemble in foyer at 8.30am

10.30 – 11.30am Tour Pure Compost, state-of-the-art
compost facility

11.30 – 12.30am Travel by bus to SA Mushrooms
12.30 – 1.30pm
Lunch at SA Mushrooms and
presentation from our Farm Tour

sponsor, Commonwealth Bank

1.30 – 2.30pm Tour of SA Mushrooms

2.30 – 3.00pm Travel by bus from SA Mushrooms to
Crowne Plaza

3.00pm Return to Crowne Plaza

6.00 - 10.00pm COSTA NETWORKING EVENT
@ 2KW Restaurant + Bar

*If you are arriving by plane Wednesday morning, transport could be organised for you to
go directly from the airport to join the farm tour. Please contact Leah Bramich at the
AMGA before Friday 15 October to co-ordinate.

For more information or to purchase tickets, visit:

www.amgaconference.com.au

THURSDAY 27
OCTOBER

International Guest Speakers

& All Day Exhibition

Roland van Doremaele. Future of Harvesting
Christiaens Group. NL

Ger Hendriks, Sylvan. NL Experience with Phase 1-2-3-5 over the years

Dr. Ralph Noble, Future Materials for Mushroom Casing in Australia
Microbiotech. UK. Future of Casing Soil

Folkert Moll.
Kekkila BVB. NL

Jorge Calvo, Sylvan. Spain Pleurotus and Shiitake Growing Methods

Brigette Hendrix, Mushroom Importance of a good harvest plan and picking
Harvesting Consultancy. NL. organisation

Anne-Marie Arts. The Climate Change, Pathogens and Food Safety
AgriChain Centre. NZ
The State of the Ukraine Mushroom Industry
Maksym Yenchenko. UMDIS.
UA

Jack Lemmen, GTL. NL Picking Optimisation

6.30 - 10.30pm SYLVAN GALLERY GARDEN GALA
@ Art Gallery South Australia

This project has been partially funded by Hort Innovation using the research
and development levy and funds from the Australian Government. For more
information on the fund and strategic levy intestment, visit horticulture.com.au

FRIDAY 28
OCTOBER

Mushroom Fund Levy Investments

& All Day Exhibition

Brett Fifield, CEO, Hort Innovation Hort Innovation Update

Mark Spees, Industry Strategic Hort Innovation Investment Update
Partner, Hort Innovation
Australian Mushrooms Marketing Update
Jane Smith, Kylie Hudson, Emma
Day, Hort Innovation Marketing Update from the Australian Mushroom Growers
Assoc.
Leah Bramich, AMGA
Economic Update
Natasha Greenwood,
Commonwealth Bank Educating the Food Industry about the Health
Benefits of Australian Mushrooms
Dr. Flavia Fayet-Moore, NRAUS
Mushrooms and their potential health benefits in
Dr. Damien Belobrajdic, CSIRO lowering blood cholesterol

Dr. Jenny Ekman, AHR Food Safety, Quality and Risk Management

Dr. Michael Kertesz, Balancing nitrogen supply and demand in button
The University of Sydney mushroom composting and cropping

Dr Warwick Gill, University of Update of the Pest and Disease status of the
Tasmania and Judy Allan Australian Mushroom Industry

Dr Gordon Rogers, Applied Marsh Lawson Mushroom Research Centre and a
Horticultural Research new disease testing service for the mushroom
industry

For more information or to purchase tickets, visit:

www.amgaconference.com.au

SOCIAL EVENTS

Sylvan Gallery Garden Gala When:

Thursday 27 October

The Sylvan 'Gallery Garden Gala' is the most anticipated 6.30pm - 10.30pm

social event and an event to be remembered. Guests will Where:
be seated under a clear marquee, with elegantly decorated Art Gallery of South
long tables and festoon lighting over the lawn. A jazz band Australia, North Terrace

will entertain, while the "elevated meat and veg" menu* is Dress:
cooked over hot coals, and served on long rustic share
plates to encourage conversation and community. Semi-formal. Bring a
jacket as we are dining

outside, in the garden.

*Menu TBC

The Gallery Garden Gala at the AMGA Conference is made possible
thanks to our Platinum Sponsor, Sylvan.

Costa Networking Event When:

Situated on the rooftop of one of Adelaide's most Wednesday 26 October
historically significant buildings and boasting postcard 6.00pm - 10.00pm
views, 2KW Bar + Restaurant is one of Adelaide's premier
venues, which is sure to impress. Where:

Enjoy canapes and live cooking stations of suckling pig 2KW Restaurant + Bar,
over the charcoal fire, mushroom paella and woodfired 2 King William Street
pizza*, with premium wine and beer.
Dress:

Smart casual. Bring a
jacket as we will be on the
terrace.

*Menu TBC

The Networking Event at the AMGA Conference is made possible thanks
to our Gold Sponsor, Costa.

Farm Tours When:

Don't miss this rare opportunity to tour two of South Wednesday 26 October
Australia's state-of-the-art facilities, Pure Compost in 9.00am - 3.00pm
Port Wakefield and SA Mushrooms in Virgina.
Where:
Bus transfers from the Crowne Plaza are included, with
lunch provided by our event sponsor, Commonwealth SA Mushrooms
Bank. & Pure Compost

Dress:

Work wear, with covered
toe shoes

The Farm Tours at the AMGA Conference are made possible thanks to our
sponsor, the Commonwealth Bank.

This project has been partially funded by Hort Innovation using the research
and development levy and funds from the Australian Government. For more
information on the fund and strategic levy intestment, visit horticulture.com.au

NEW SEASON! A 40-YEAR
CAREER IN THE MAKING!

Mushroom expert Dr. Geoff Martin reflects on his
remarkable journey from a Research Demonstrator in
Soil Science at Reading University in the UK to running
his consultancy Dr Mush Advisory, as he reveals the
trials and tribulations of the Mushroom industry after 40
years in the business.

A passionate mushroom grower and compost maker Geoff and VAl
with a plethora of hands-on industry experience
gained on three continents and recognised as an writing; looking for opportunities, one day whilst
industry expert, Geoff’s involvement in the international reading the UK’s Daily Telegraph, I saw an ad for a
mushroom industry has spanned managing and Technical Manager in Horticulture; I called and they told
directing operations across the United Kingdom, South me that the job was growing mushrooms, I told them I
Africa, Botswana, New Zealand and Australia; he has didn’t really know much about mushrooms. They said,
been a Director of the Australian Mushroom Growers’ “That’s ok, neither does anybody else, but we will put
Association since 2009 including two years as Chairman you forward”.”
of the Association. In late 2018 Geoff decided to step
back from the daily grind of running a composting Spending the next few days researching mushrooms
operation, embraced semi-retirement and set up his and growing techniques, frequenting his old haunts, the
own mushroom consultancy business, Dr Mush Advisory. libraries of London, looking for technical information,
Geoff’s study and commitment paid off. Last to be
Your career has spanned many continents and many interviewed, he was offered the job on the spot!
changes, walk us through the journey that led you to
start up your consultancy.

“I fell into the industry fortuitously! After finishing my
Ph.D. in soil science, I was doing horticultural technical

20

That kicked off Geoff’s sterling career meeting mentors
that guided him along the way:

• Three-years as Technical Manager with Stanley different places, it wasn’t until Geoff had his own
Middlebrook Mushrooms, UK – the then third largest business that he finally understood all the intricacies
grower in the country, and biggest family-owned that the industry brings. His tip is to trust your gut. Even
company. when changes can take two to three months before you
see results and you are getting pressure from higher
• After Middlebrook, he spent the next decade up, listen to your gut and draw on your passion and
in Southern Africa, where he commenced a professionalism to deliver.
perambulation of the southern hemisphere.
Working for Denny Mushrooms it was here that he Where do you see the industry heading in the
encountered esoteric mushroom diseases which he next 5 to 10 years?
had previously only read about, that provided new
learning opportunities. Whilst today the industry has become more competitive
Geoff feels the future holds:
• His career delivered a chance meeting with his
soon to become wife Val on a mushroom farm in • Opportunities to attract talent during times of a
Botswana, after which he changed course slightly national staff shortage.
and started running a bag farm with his in-laws.
• Considerations around raw materials due to climate
• Next with family to focus on, he took a punt change and its impacts.
jumped on a plane landing a role at Morning
Mist Mushrooms in New Zealand and then later • Mushrooms placed as a partial or complete
Meadow Mushrooms where he stayed for around replacement for red meat.
five years.
• Greater emphasis on more exotic species.
• Next stop was Australia in 2001 at Mushroom
Composters, followed by establishing Dr Mush • Valuing the quality of Australian R&D practitioners
Advisory. and positioning Australia as a future world leader in
the industry.
What is it about the mushroom industry that
spurs your passion?

When he first started and smelt that horrendous
anaerobic compost smell, he questioned what he had
got himself into. “But it’s like an addiction, making
compost and growing mushrooms grips you and the
opportunity of continuous learning is a spark that keeps
me going”, he said.

“I had such enjoyment running a small farm in
Botswana, being able to undertake all tasks including
casing rooms by hand at midnight even when I was
jumping over racking to escape a spitting cobra lying
in wait for me in the aisle. A spitting cobra is not
something you want to encounter.”

Geoff is inspired by how close-knit and personalised
the industry is and has a genuine enjoyment of helping
people and turning places around.

What has been the most challenging point in
your career?

Incredibly fortunate to travel the world and experience

21

What’s your favourite Mushroom recipe and
what is the most unique mushroom meal you
have eaten?

Geoff’s favourite is Creamy Mushroom Soup with Chives.
He also enjoys crumbed garlic mushrooms deep fried, or
grilled brown mushrooms filled with mozzarella cheese
and salsa and topped with coriander.
And his most unique? With Dr. Jim Sinden in Switzerland
in 1986, an amazing platter of eight different species
of mushrooms served with venison and a creation of
mushroom and chocolate mousse by Denny’s inhouse
chef; it was different to say the least.

Last tips?

Geoff follows the mantra instilled in him by former
mentor, Paul Middlebrook:
• Mushroom growing is all about ‘Attention to Detail.’
• You don’t need an MBA to succeed in the mushroom

industry, you need an MBWA, that’s ‘Management
by Walking Around.’
Geoff said it’s about realising that the beauty of the
mushroom crop is it’s not like broad acre farming where
you have one chance per year; with mushrooms, you
have a chance to get it right every week!

22

Three-Day Event Pass:

Includes two day conference, exhibition, Costa Networking Event, Sylvan Gallery Garden Gala &
CBA Farm Tour.

AMGA Member - Early Bird* $450

Non-Member - Early Bird* $500

AMGA Member $500

Non-Member $550

One Day Conference Ticket:

Conference and exhibition access only, does not include social events or farm tour.

AMGA Member - Early Bird* $150

Non-Member - Early Bird*. $200

AMGA Member $200

Non-Member $250

Social Events: $165
$185
CBA Farm Tour is not sold separately.

Costa Networking Event

Sylvan Gallery Garden Gala

Socials Package:

Great option for partners. Includes Farm Tour, Costa Networking Dinner & Sylvan Gallery Garden Gala.

Tickets to three social events $250

For more information or to purchase tickets, visit:

www.amgaconference.com.au

This project has been partially funded by Hort Innovation using the research
and development levy and funds from the Australian Government. For more
information on the fund and strategic levy intestment, visit horticulture.com.au

NATIONAL MUSHROOM
DAY – OCTOBER 15

Portobello, button, flat — we’re talking mushrooms here, • Costa Mushrooms celebrated National Mushroom
because Saturday October 15 is National Mushroom Day at the South Australian Produce Market, by
Day. These fleshy fruiting bodies of fungi are quickly cooking some free mushroom sliders for brekky and
becoming a staple in not just a vegetarian’s diet, but gave away free Mush-Boom merchandise.
in many diets; plus, they make a delicious main or side
dish and a great alternative to red meat due to their • Pure Mushrooms ran a social media tag and
nutritious value and hearty consistency. That means win competition and gave away a few boxes of
everyone can have fun celebrating National Mushroom mushrooms.
Day.
WHAT THE AMGA HAS PLANNED
National Mushroom Day was particularly created for FOR 2022
mushroom growers, restaurants, cafes and health
professionals to enjoy and celebrate everything related The AMGA are currently managing two Hort Innovation
to growing and eating mushrooms. Mushrooms are marketing programs, which include multiple levy-funded
certainly worth celebrating! activities to celebrate National Mushroom Day; as well
as AMGA funded initiatives for the day.

The AMGA have worked hard to secure a host of Café Culture #MyMushroomToast Food Service
activities and locking in key partnerships, which are campaign:
outlined below. We invite all Australian Mushroom
growers to take part in celebrating. No matter if • Studio10 cooking segment on Network 10 heralding
your farm is large or small, collectively we have a big “this Saturday is National Mushroom Day; celebrate
voice to promote the day. We have outlined some and get down to your local café for Mushrooms
ideas for you to celebrate, and we ask that you use on toast for breakie, or cook at home”. Jason
#NationalMushroomDay and #AustralianMushrooms Roberts, our Australian Mushrooms ambassador,
hashtags to join the conversation. and Australian mushroom industry spokesperson
Georgia Beattie of Bulla Park will be cooking live in
Both Leah and Jacquie are a phone call away of the studio, showing 4 different mushroom recipes
you need any support for your local marketing and while talking all things mushrooms.
promotions, so please reach out if you need advice or
assistance. • Jason Roberts to interview a café chef live on social
media, cooking his favorite #MyMushroomToast
Here are some great examples from grower celebrations dish. Jason has 71,900 followers on Instagram
last year:
• Social Media strategy to engage entrants in the
• SA Mushrooms teamed up with renowned #MyMushroomToast campaign to celebrate the
Nutritionist Phoebe Conway hosted a virtual day, including a tag and win competition*
mushroom cooking episode across their social
channels. • Paid articles in mainstream online foody publication
(ie. Urban List or Broadsheet) - ‘5 of the best cafes
to get Mushrooms on Toast on National Mushroom
Day’ *

• Paid social media influencer campaign

24

Grassroots Product Sampling and Events HOW YOUR FARM CAN GET
INVOLVED
• Partnering with A Better Choice to present a
live cooking demonstration, from an independent green Here are some simple ways you can get involved:
grocer in Melbourne*.
• Notify your wholesalers, retailers and suppliers
Hort Innovation funded radio campaign: and ask them to celebrate with you.

• In the week leading up, radio ads will play across • Host a BBQ or morning tea for your staff, this is a
the SCA Network – 2DayFM, Triple M Sydney, great way to boost morale. Make sure you send
FoxFM, Triple M Melbourne, B105 Brisbane, Triple M AMGA photos to share on socials.
Brisbane, SAFM Adelaide, Mix94.5 Perth and Triple
M Perth “This Saturday is National Mushroom Day. • Invite a school class, a group of local chefs,
Add the Mighty Mushie health professionals or influencers for a farm tour
and a BBQ lunch. Send a media release to local
AMGA Funded: newspapers and TV. YES! Local media will likely
show up!
• Health Professional outreach – Sharing health
celebrating national mushroom day - Why I eat • Host a virtual farm tour and cooking demo.
Mushrooms on toast*
• Add it to your email signature.
*At time of printing, these details were still to be
confirmed. No matter how big or small your business, there are
great ways for you to be involved with the fun and
help spread the word about mushrooms. Collectively
we can put Australian grown mushrooms in the
media spotlight and on people’s plates!

Industry leading knowledge [email protected]
Quality installations 0400 717 424
Reliable workmanship
Supply of measure equipment
PLC programming, Machine installs

DYNLED14 growing room LED
High Temp rating LED to 50 degrees C.
IP68.
Flood safe, shatter proof housing.
High quality LED and driver, Custom made for Dynamic Electrical SA.
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High Light Density output.

AMGA MANAGED,
LEVY-FUNDED
PROJECT UPDATE

MU21008 – Australian Mushroom Industry MU20000 – Food Safety
Conference • New AMGA Testing program has been launched
• Final weeks of ticket sales
• International and local speakers confirmed and to Industry, funding one full suite of tests per
mushroom business, per year.
ready
• Sponsorships finalised • The Mushrooms Safe education program is
developed, and will be released to industry soon.
• Social events finalised
MU20006 – Crisis and Reputation Management
MU20003 – Educating the food industry about • 3 Podcasts have been recorded, which will be
Australian Mushrooms
• Phase 2 of Food Industry research underway available on the Mushroom Link website
• Case-study interventions to be complete by
• Three industry representatives have been chosen
December for upcoming media training; Leah Bramich (RGM),
• Lesson plans for TAFE Curriculum being discussed Georgia Beattie (Bulla Park & AMGA Director) and
• Farm tour resources are being developed Clare Hamilton Bates (AMSAFE committee and
• Dr. Flavia Fayet-Moore to present at the AMGA Food Safety)

conference. MU20501 – Grassroots Product Demonstrations and
Events (Marketing)

• 20 on the ground events compete

26

• 100,000 fold out recipe cards distributed • Educational resources and Training Videos
• Project now complete completed
MU20502 – Infiltrating Café Culture  (Marketing)
• Competition launched - Win $10k for your Café
• Foodservice program developed
• Food Service Expo QLD Complete • Media launch event complete PR Campaign
underway

• Over 680 entries received so far: https://www.
instagram.com/explore/tags/mymushroomtoast/

Adv. Christiaens_7.25"wide x 4.75"high-ENGELS-DEF.pdf 1 09-06-2022 14:41

40 Australian Mushrooms Journal | 2019 (3)

COMPOSTING & GROWING TECHNOLOGY

THE POWER OF COMBINED EXPERIENCE
Your partner for machines,

construction and technical installation.
From engineering until realisation and start-up.

27

MEET THE MEMBER

KIM MARGIN OF MARGIN MUSHROOMS

Margin’s Mushrooms is a family-based business in Woy Woy. They grow three types
of mushrooms: White Mushrooms (Agaricus Bispurus) Swiss Browns (Agaricus
Bitorquis) and Oyster Mushrooms (Pleurotus soppopo) and sell direct to the public
from their farm and at fresh produce markets.

As a student, what did you want to do or be?

I wanted to be a professional surfer, and now i have no
time to surf.

After your schooling?

I became a businessman. My family were 4th generation
cordial makers and had margin soft drinks for about
100 years. The industry changed dramatically and after
doing all of coca cola’s business on the central coast,
we sold up.

How many years have you been in mushrooms?

We have been in the industry for 14 years. At the
start neal marland said, “why do you want to grow
mushrooms? You’ll never have anytime to yourself” and
he was right.

What was the most significant event in your fee and receive a bag of mushrooms at end. Through
whole career so far? word of mouth, it was quite popular.

i was the mayor of gosford city for a year responsible for Being a small farm, we don’t have the same bio security
around 200,000 people at one the largest councils in consequences and risks as larger farms. We ensure the
nsw. I was involved in the council for 11 years. groups are organised and undertake precautions such
as foot baths before the tour.
Are you still running farm tours? We heard they
are much loved by the local community, why is What is the craziest thing you have ever done?
that?
What goes on on tour stays on tour! But i guess right
Yes, we are! We stopped during covid, but before that now being on my boat with my wife chris for a couple of
we would run one a fortnight of groups up to 20 people. days, we are joined by our new pet budgie, banjo, who
Organisations such as probus or rotary would approach is learning to talk. Chris has plans for him to be like the
us and we’d take them on the tour highlighting how superstar budgie, disco, who can say up to 130 phrases!
compost is made, how to produce grain spawn, how
to grow mushrooms; people were really interested, it
inspired them to eat mushrooms more. They pay a small

28

Do you have a nickname and if so what is it and What is your favourite meal?
why?
Both Chris and I are wine and food club members and
None really! Kimbo sometimes from those that know me enjoy monthly outings with our respective clubs. But we
well. can’t go past a home cooked lamb rack with ratatouille.

What is most the difficult thing you have had to What is your greatest strength / talent?
do while in mushrooms?
Mine are people skills strength and a strong work ethic,
When we first started out, we were picking one day, like all mushroom farmers!
and i’d had enough and said, “we are done for the
day”. Chris disagreed and wanted to keep going but i What is the best life advice you have been
insisted, and we went home. The next morning, we were given?
welcomed by 165kg of dinner plate sized mushrooms,
which we then had to figure out how to sell the farmers My dad always said, “life is not a dress rehearsal”.
market.
What advice would you give to someone
Chris had a great idea and proceeded to stuff a few, starting out in the industry?
put pastry on top and took photographs of before and
after. Taking these to the markets with the dinnerplate Go big or go small don’t be in the middle
mushrooms proved successful and we sold out. People
often still ask for the dinnerplate mushrooms. What is your
favourite pastime?
As we are first-generation farmer, we explore and pivot
as we go, learning from hiccups. Boating and fishing,
we have crab and
What is your favourite movie? lobster pots, we cook
on the boat enjoy
Out of africa, starring meryl streep and robert redford– listening to a range
moves me every time! of music such as jazz,
latin, portuguese fado
and blues.

Oh and teaching banjo
to talk!

Mushroom emptying unit with Compact+ Picking lorry
casing separator Due to the good results, we delivered a lot of picking lorries to our satisfied customers.
The emptying unit with casing separator This picking lorry is going up and down automatically and the big advantage of this lorry is
is an emptying conveyor, winch and that the picker can handle this lorry completely by herself. Scan the QR code to see the
casing Separator combined as one movie of our picking lorry!
hydraulic driven unit for emptying
growing rooms. It also enables www.mushcomb.com
separating compost and casing.

29

your blend “With our peat fields in northern Germany,
for life we are in control of an important part of
our production process. It provides more
30 certainty to our clients who we can deli-
ver our Topterra casing soils at any time.
Besides, our raw materials are directly
stored inside our location in Cuijk, which
ensures a consistent product.’’

Phil Badgery

Sales Manager Australia & New Zealand
+61 (0) 3 95555267
[email protected]

www.legrogroup.com

INDUSTRY EVENTS

Penn State Short Course 4th International Congress and 16th European Conference on
Chadd Ford, PA USA, 5th National Conference on Fungal Genetics 2023
25-27 September 2022 Biology of Medicinal Plants and Sunday 05 March to Wednesday 08
Mushrooms March 2023
11th International Medicinal Ramsar, Iran Innsbruck, Austria
Mushroom Conference October 18-19, 2022, https://www.ecfg16.org/
Belgrade, Serbia http://ic-bmpm.znu.ac.ir/
27-30 September 2022 20th ISMS Congress 2024
AMGA Conference 2022 February 2024 in Phoenix, Arizona,
74th BDC Jahrestagung, Wednesday 26 October to Friday 28 USA
Eindhoven, The Netherlands October 2022 To be held in conjunction with
29 Sept – 1 Oct 2022 Crowne Plaza, Adeliade Australia the North American Mushroom
www.amgaconference.com.au Conference.
Mushroom Office live training https://www.isms.biz/ More details
Venlo, The Netherlands Russian Mushroom Days 2022 coming soon.
10-14 October 2022 Wednesday 14 September to Friday
16 September 2022 North American Mushroom
On a river cruise ship, Russia Conference
Postponed to 2024
https://mushroomconference.org/

*Note that events may be postponed due to circumstances such as COVID-19

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