Monthly Shipping Report | November 2011

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COUNCIL UPDATE

·         Appointments for the open positions on the Council were made by the Secretary of Agriculture. The appointments were:
·         Region 1: Pat Jurgensmeyer; J-M Farms (all states except CA & PA)
·         Region 2: Dave Carroll; Giorgi Mushroom Company (PA)
·         Region 4: Liz O’Neil; Highline Mushrooms (Imports)
·         Many thanks to the outgoing Council Members for their time and efforts on the Council:
·         Region 1: Greg McLain; Kitchen Pride Mushrooms
·         Region 2: Greg Sagan; Modern Mushroom Farms
·         Region 4: Hank Vander Pol; Rol-Land Farms
·         A call for nominations for 3-year terms beginning January 1, 2013 will be mailed no later than February 1, 2012. The regions with a position opening up are Region 2 (two positions) and Region 3 (one position). Please consider being a part of the Council.
·         USDA and the Mushroom Council encourage all eligible producers, including women, minorities and individuals with disabilities to participate in the nominations and seek nomination to serve on the Council.
·         A new First Handler’s Report has been approved by the Office of Management & Budget (OMB). These new forms can now be used electronically. There will be two training sessions in January in PA. The sessions will be held on Jan 18th & 19th at the Mendenhall Inn. More information will be forthcoming.
·         Applications for 2012 exemption should be completed and submitted to the Council office for consideration no later than December 31, 2011. Click here to get an application or contact Cheryl at the office.
SHIPMENT SUMMARY
Aug-11
Aug-10
% change
YTD 11
YTD 10
% change
Total Shipments
61.53
60.23
2.17
518.40
504.86
2.68
Domestic Shipments
54.49
52.76
3.28
458.64
442.81
3.57
PA
32.51
31.54
3.07
266.21
260.56
2.17
CA
9.58
8.77
9.24
84.11
76.43
10.05
Rest of US
12.40
12.45
-0.40
108.32
105.78
2.40
Imports
7.04
7.47
-5.68
59.76
62.05
-3.69

Industry Opportunities
The Council pursues editorial opportunities on an ongoing basis to promote mushrooms with various trade publications. Please share with us any news or information from your region for the following upcoming opportunities: The Packer – Special Report: Year in Produce Tabloid; Deadline is December 2

Mushroom Retail Sales Update
For the four-week period ending October 9, 2011, mushroom retail sales increased by .4 percent in dollars sold but decreased by 2.5 percent in pounds sold. The highest increase in pounds sold was in the Mountain region (6.9 percent), South Central (5.5 percent) and Pacific Northwest (5.4 percent).
There have been some softening trends in terms of pounds sold over the last 4 weeks, most of it in the white whole and sliced category. Browns were still trending up, with brown sliced mushrooms seeing a 7 percent sales growth in pounds, once again speaking to consumers’ growing desire for convenience and variety. This softening could be due to the strong gains seen over the past 2 years; 2009 pounds up 9.6% and 2010 pounds up 5.7% during the same time period.
For the 52-week period ending October 9, 2011, sales of fresh mushrooms have grown by 1.7 percent, in pounds with year-over-year sales driven by brown sliced mushrooms (+6.2 percent).  Additionally, since this time last year, specialty sliced mushrooms have seen growth in pounds sold of 22.8 percent, led by the Southeast with 135.1% percent growth. Click here for the latest Topline Report.

 

This cube contains data through 10/09/2011.
[All Geographies][All Products][All Forms][All Organic][All Pkg Sizes][All UPC/Codes][All Pkg Types][Last 4-13-26-52 Wks]Pounds
Pounds
as values
MUSHROOMS
Last 4 Wks, Curr Yr
Last 4 Wks % Chg, Yr-to-Yr
Last 13 Wks, Curr Yr
Last 13 Wks % Chg, Yr-to-Yr
Last 26 Wks, Curr Yr
Last 26 Wks % Chg, Yr-to-Yr
Last 52 Wks, Curr Yr
Last 52 Wks % Chg, Yr-to-Yr
California
1,959,154
-1.09%
6,315,432
1.48%
12,776,248
1.68%
27,303,984
3.73%
Great Lakes
2,012,521
-11.80%
7,081,343
2.35%
14,813,063
2.69%
30,420,880
3.31%
Midsouth
1,459,561
-1.72%
4,699,755
0.35%
9,616,957
1.85%
20,174,071
2.69%
Mountain
1,050,801
6.92%
3,366,955
2.28%
6,721,271
0.88%
14,013,391
-1.08%
Northeast
3,548,526
1.79%
11,168,307
2.54%
23,190,487
3.30%
50,259,537
1.07%
Pacific Northwest
752,707
5.37%
2,369,885
2.14%
4,948,203
1.42%
10,177,802
0.29%
Plains
905,804
-10.74%
2,962,371
-2.55%
6,036,472
-3.58%
12,756,830
-0.85%
South Central
1,056,840
5.47%
3,421,494
6.11%
6,829,608
3.90%
13,983,171
3.46%
Southeast
1,783,166
-8.65%
5,833,983
-2.38%
11,768,685
0.88%
25,211,007
0.77%
Total U.S.
14,529,080
-2.49%
47,219,525
1.39%
96,700,994
1.87%
204,300,674
1.72%

 

 

Industry Events
·         The Mushroom Council has teamed up with The Partnership for a Healthier America (PHA) to sponsor their inaugural summit. Joe Caldwell and Bart Minor will attend the event on behalf of the Council, 11/29-11/30, in Washington, D.C.
Nov 17, 2011 – “The Partnership for a Healthier America (PHA) today announced that the Mushroom Council has joined PHA’s inaugural Building a Healthier Future Summit as a key sponsor. PHA works with the private sector to ensure the health of our nation’s youth by solving the childhood obesity crisis. The Summit will bring together philanthropic, government and private sector leaders to focus on where each can work together, ultimately leading to a coordinated national agenda focused on ending childhood obesity.”
“We’re delighted the Mushroom Council is supporting the Building a Healthier Future Summit,” said PHA CEO Lawrence A. Soler. “Fresh fruits and vegetables are essential to a healthy diet, which is why it is so important to have organizations like the Mushroom Council at the table when we talk about how to help our kids live healthier lives. We’re pleased they are on board.”
·         Now that you’ve gone PINK, share success stories, photos, quotes from customers or key lessons with the Council to demonstrate ROI on this program for future years.
Industry Tools
·       New chef case studies are available. Find them under “Commercial Sales Tools” and “Non-Commercial Sales Tools” in the foodservice section of MushroomCouncil.org, labeled New!. These one-pagers highlight chefs’ thoughts on cooking with mushrooms and an original mushroom recipe. Share these with your foodservice customers to give them new mushroom menu ideas.
·       The Asian presentation module is available. Find it under “Commercial Sales Tools” in the foodservice section of MushroomCouncil.org. Use this presentation to help give your foodservice customers reasons why they should include more mushrooms in their Asian dishes.
·       Curried chicken with raisins and mushrooms, the Council’s first sponsored “MyPlate” recipe with Produce for Better Health (PBH), is available on the nutrition resources page of mushroominfo.com. Share this with your retail and foodservice contacts as an example of how mushrooms can help them (and subsequently their customers) follow the Dietary Guidelines.
·       The Q3 Retail newsletter was distributed on 10/20, and is available on the newsletter page of mushroominfo.com.
·       As a reminder, 2011 foodservice tools on cuisine, daypart and promotions are available to share with your customers. Click here to download. Retail materials focusing on health, versatility and grilling are also available to share with your customers. Click here to download. nutrition resource section of mushroominfo.com.Nutrition resources are available on the

Mushroom Council Marketing Summary –September 2011

 

October 2011: Media Impressions and Metrics *
Program
October 2011
Impressions
% of October 2010
Impressions
2011 Total Impressions to Date
% of Total 2010 Impressions to date
Consumer/Nutrition
32,527,799
40%
985,139,525
152%
Foodservice
479,416
234%
1,964,332
42%
Retail
208,312
145%
5,036,122
116%

 

*Coverage tracking methods regarding impressions and metrics are under continuous review to ensure accuracy and industry best practices.

 

 

October consumer media highlights feature mushrooms in articles about weight management, vitamin D, immunity and nutrient-dense foods. Click on the links below to view the full stories.
o   The Magic of Mushrooms, Everyday Food, November 2011
o   How I Learned to Love Mushrooms, WebMD The Magazine, October 2011
o   Wild about Mushrooms, Foodservice Director, 10/15 [Hardcopy Available]
o   Marvelous Ways to Use Mushrooms, shine.yahoo.com, 10/27
o   Comfort Food Fix, “TODAY,” 10/17
o   10 Ways to Get Vitamin D After Summer, shine.yahoo.com, 10/6
o   Vitamin D: Why You Need it, supermarketguru.com, 10/4
o   What’s new in healthy foods, ABC15.com, 10/3
o   4 Foods That Fight Breast Cancer, fitnessmagazine.com
  • October trade media relations highlights include an “>article in The Packer highlighting the Council’s partnership with PBH for its MyPlate Makeover Challenge. Additionally, Produce News included several stories in the print editions of the Mushroom Marketing section, discussing retail, foodservice and nutrition marketing efforts.
  • The Council attended the Culinary Institute of America’s Latin flavors event in San Antonio, TX from 10/5-10/7. A variety of Latin recipes were showcased featuring mushrooms, including Sopes de Hongos, Mushroom Tamales, and a Mushroom Queso Fundido. At the event, the Council connected with several colleges and universities about mushrooms versatility in campus dining.
  • The Council attended the International Food Editorial Conference in Washington, D.C. from 11/7-11/10. While there, the Council exhibited two new mushroom dishes – Mushroom Ceviche and a Smoke Portabella and Tofu Steam Bun – at a Chef Showcase (photographed at right), made valuable foodservice media contacts and secured editorial opportunities for 2012.
  • The Council’s college mushroom promotion competition has closed and entries are currently being judged. Winners will receive tickets to attend the South Beach Food and Wine Festival in Miami, FL and participate in a Council-led mushroom symposium.
  • Top findings from the Taste of Home Cooking School results included an increase in those surveyed who reported they are likely to recommend (+12 percentage points) or purchase (+21 percentage points) mushrooms after seeing the on-stage demonstration, compared to last year’s survey. Nearly three quarters of attendees believe mushrooms can enhance everyday meals, not just special occasions (+9 percentage points).
  • Click here to watch a mushroom health segment, coordinated by the Council, on the nationally syndicated “Dr. Oz” show. Liz Ward, MS, RD, spoke on behalf of mushrooms’ nutritional benefits and highlighted Council recipes on a set filled with fresh mushrooms.
  • As a result of the Council’s SEM campaign, traffic to mushroominfo.com has increased by 87 percent, unique visitors have also increased by 87 percent and daily page views have increased by 79 percent. Top performing key words this month include “mushroom nutrition,” “mushroom recipes,” and “mushroom growing.”
  • The Council conducted a #GNO (Girls’ Night Out) Twitter party (10/4), generating conversation around research on mushrooms and breast cancer prevention. Overall, the Twitter party generated more than 14 million online impressions (55% more than the average metrics attained for similar organizations in this space).
  • Check out the Mushroom Channel blog to see the latest recipes by our blogger partners including a mushroom scramble, bacon blue cheese stuffed mushrooms, sage and mushroom filled croissants, and leek and mushroom quinoa. Click here to read.

 

Online Assets
October 2011
October 2010
 Percent Change
Twitter
Twitter Impressions
6,185,574
1,860,000
+ 233 percent
Twitter Followers
2,638
1,670
+ 58 percent
Monthly Follower Growth
47
24
+ 96 percent
Facebook
Likes
2,142
616
+ 248 percent
Monthly “like” growth
102
40
+ 155 percent
MushroomInfo.com
Monthly visits
45,793
14,862
+208 percent
Monthly page views
81,836
30,408
+169.13 percent
Average time spent on site*
1:13
1:29
-18.05 percent

*According to Nielsen data, the overall average of time spent on websites is 56 seconds.

On the Horizon

  • The Council has contracted five more plates with Produce for Better Health and will partner with beef to create the first dish of the next batch.
  • The application for the Council’s CNPP National Strategic Partnership was submitted on 11/9. We are awaiting confirmation of acceptance from CNPP and/or further details.

 

This web site is paid for by the Mushroom Promotion, Research and Consumer Information Act of 1990. This act allows commercial producers of fresh mushrooms the right to orderly collect assessments on domestic and imported fresh mushrooms. These funds are then used for the purpose of strengthening the mushroom industry’s position in the marketplace, maintaining and expanding existing markets for mushrooms, and developing new markets and uses for fresh mushrooms.

 

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