Home : Resources : Monthly Shipping Reports : 2009 October

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October 2009 Industry News 

 

 

 

 

 

 

SHIPMENT SUMMARY

Mushroom Council First Handler Reports (millions of pounds; totals may not match due to rounding).  Current Charts

	July-09	July-08	% change	YTD 09	YTD 08	% change
Total Shipments	57.59	57.86	-0.46	416.45	436.38	-4.57
Domestic Shipments	49.77	51.13	-2.65	365.47	387.36	-5.65
PA	30.29	30.55	-0.87	217.12	223.53	-2.87
CA	8.62	9.09	-5.12	65.60	72.50	-9.53
Rest of US	10.86	11.49	-5.45	82.76	91.32	-9.38
Imports	7.83	6.73	16.22	50.98	49.02	3.99

 

COUNCIL UPDATE

• The City of Hope Pink Promotion is underway. We need to hear from you on any interesting (retailer) case studies or testimonials from your work going pink or if you have secured any local media.

• If you are receiving this monthly report by mail, would you like to get it via e-mail instead? Just send an e-mail to Cheryl@mushroomcouncil.org or call 408-432-7210 to get started immediately.

 

MARKETING SUMMARY

In September, the Mushroom Council had an average of 49 percent share of voice. While conducting proactive media outreach, we generally expect Mushroom Council coverage to represent between 33-75 percent of mushroom placements, according to average consumer product and commodity industry standards. Note that there are always external factors or industry forces that could change that metric.

     Mushroom Share of Voice

Week Ending	Mushroom Council Generated Placements	% of Total Mushroom Coverage	Type of Outreach
August 1	15	79 percent	Proactive
August 8	13	52 percent	Proactive
August 15	5	25 percent	Proactive
August 22	6	38 percent	Proactive
August 31	7	54 percent	Proactive
Total	46	49 percent	Proactive

 

Mushrooms in the News:

• Q3 mushroom recipes include the Mini Mushroom Quiche Caps and Portabella Eggs Benedict. To date, the recipes have garnered nearly 4.5 million impressions combined. 

• The “Think Pink” ground media tour with lifestyle expert, Lynn Becker, kicked off this month and garnered more than 1.5 million broadcast hits. Becker shared key messages with consumers in Cleveland, Atlanta and Richmond, highlighting the Mushroom Council’s commitment to the fight against breast cancer and urging consumers to look for “pinked” tills at their local retailers.  To view one of the segments, please click here. 

• Pink messaging was also featured on Health.com, reaching over 1.6 million monthly unique visitors.  The article states, “Mushroom growers across the country are selling white button mushrooms for the month of October in pink packages. Mushrooms contain two nutrients—vitamin D and selenium. 

• The September issue of Men’s Health noted mushrooms as some of the “best tasting, most nutritious produce.” The article also mentioned the immunity of white button mushrooms. This placement garnered more than 7.4 million impressions.  

September was recognized as National Mushroom Month in eight placements, totaling nearly 3.9 million impressions this month. Outlets reached include Detroit News, Minneapolis Star Tribune, San Jose Mercury News and San Diego Union-Tribune.

Mushroom Council placements represented an average of 49 percent of total mushroom news, which is within the norm of 33 to 75 percent during a period of proactive outreach. To view all September placements, click here.

 

On the Retail Front:

• The Council commenced outreach to trade media around National Breast Cancer Awareness Month. Media placements included a five page mushroom feature at TheNibble.com, and a placement in Supermarket News that included mushrooms as a fall food to boost health. These placements resulted in a total of 233,110 impressions for September.  

 

 

 

 
For larger image, click here.

 

On the Foodservice Front: 

• The Mushroom Council geared up for a number of fall events. The Council prepared dozens of mushroom foodservice pitches to present to editors during October’s International Food Editor’s Conference. In addition, the Council secured details for the co-sponsorship of the Worlds of Flavor conference with Colavita Olive Oil, and researched venues for the Chef- Distributor event in Southern California. Both events are slated for November.

• For an update on the status of the Council’s foodservice promotional pursuits, click here; to see new mushroom menu items for August click here.

 

On the Social Media Front: 

• The most significant social media news surrounded the Council’s sponsorship of BlogHer Food, which led to audience gains for the Council’s blog, TheMushroomChannel.com, by reaching out to influential female food writers at a sponsored reception and day-long conference.  

• In September, MushroomInfo.com and TheMushroomChannel.com experienced 15,284 unique visitors combined, a 19 percent increase compared to last month’s total unique visitors. The Mushroom Channel in particular experienced a 55 percent increase this month.

• The Council cultivated many new relationships as a result of BlogHer Food and will be introducing new contributors to The Mushroom Channel, as site traffic spikes coincide with guest bloggers’ posts.  

• The Council has 1,060 total Twitter and Facebook followers to date. Obtaining these followers has resulted in 542,432 total online exposures compared to 249,338 total in August, a 56% increase. (Note, this number reflects the total number of Twitter members from January-present who have seen Mushroom Council content, which includes Mushroom Council followers and non-Mushroom Council followers).