Shipping Reports

Monthly Shipping Report | February 2013

February 26, 2013

COUNCIL UPDATE

  • A call for nominations for 3-year terms beginning January 1, 2014 has been mailed.  The regions with a position opening up are Region 1 (one position), Region 2 (one position) and Region 3 (one position).  Completed forms are due no later than May 1. 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.
  • The next Council meeting is being held on Saturday, June 22, 2013 in conjunction with the NAMC in Vancouver. If you would like to attend this meeting please contact Cheryl so we can make sure you are accommodated.
  • The February issue of the Mushrooms and Health Bulletin can be viewed by clicking here.

  • The Mushroom Council will be hosting a Sales Webinar on Tuesday, March 5th. The webinar will provide an interactive forum where we can discuss the swapability concept, opportunities, successes to date, customer benefits and tools we have provided to further your business. Swapability is a concept created by the Council and has incredible potential for the industry. We will provide an overview of current retail and foodservice data that will provide key metrics and opportunities at retail and foodservice.
    • What: Mushroom Market Update and Swapability
      Who:       All sales and marketing attendees are welcome
      When:       Tuesday, March, 5th. The webinar will be approximately 1 hour, commencing at 10 AM ET, and repeated at 2 PM ET.
      Why: To provide and update on key channel initiative’s, demonstrate the Council’s swapability resources and how they can help your customers.
      Click the following link to reserve your Webinar seat for the 10:00 AM – 11:00 AM EST: https://www3.gotomeeting.com/register/528073126*
      Click the following link to reserve your Webinar seat for the 2:00 PM – 3:00 PM EST:       https://www3.gotomeeting.com/register/839965358*
      *Please note, the above links are for registering for the webinars only, they do not provide access to the webinars. After registering for one of the above times, you will receive a confirmation email containing information and a link to join the Webinar.
  • There will be two grower meetings held in May; more information will be follow at a later date. The dates & locations are as follows:
    • Thursday, May 16 at the Hilton Garden Inn in Gilroy, CA
    • Tuesday, May 21 at the Hilton Garden Inn in Kennett Square, PA
  • Exemption Applications for 2013 were mailed to those who currently hold and exemption number. If you did not get an application you can download one here or contact Cheryl at the Council office. Please note that 2012 exemption numbers expired on December 31 and a new one is needed for 2013.

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 SHIPMENT SUMMARY

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To see current charts through November 2012 click here.

 

MARKETING SUMMARY

Mushroom Council Marketing Summary – January 2013

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Industry Tools

  • The Council sponsored a Food and Culinary Professionals culinary workshop for registered dietitians at the Culinary Institute of America (1/31-2/2). During a mushroom focused cooking session, attendees experienced Swapability first hand by seeing a chef demonstrate the method; trying it themselves; and tasting it through several recipes.
  • From March through June, the Council’s Mushroom Turkey Burger recipe will be prepared live by chefs at Taste of Home Cooking Schools across the nation. This demonstration will show attendees how to create a Swapability meal while educating them about the health, taste and value benefits of this method. Sponsorship opportunities are available, and typically include the option to set up a booth on site and be included in local media exposure. TO ATTEND OR SPONSOR A COOKING SCHOOL EVENT:
    • Click here and enter your zip code to find the nearest Cooking School event.
    • Save the date and email [email protected] to be put on the guest list.
    • If you are interested in participating as a local sponsor, please reach out to [email protected] for more information.

Social Media Overview:   Search Engine Marketing increased traffic to MushroomInfo.com by 141 percent and daily page views by 232 percent since launching in May 2011.

January 2013 Blog Posts

  • Monthly fan growth on Facebook increased by 198 percent and overall impressions grew by 38 percent since December. Facebook alone generated nearly eight million impressions in January through community engagement.
  • Twitter impressions increased by 78 percent since December resulting in more than one million impressions. Twitter followers increased by 211 percent over December through direct engagement and participation in a Twitter chat discussing healthy starts to the New Year.
  • Pinterest followers increased by 30 percent since December, and drove the most visits to MushroomInfo.com of any of the Mushroom Council’s social properties. More than 5,000 visits in January brought a 50 percent increase from the 1,700 visits seen in December.
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On the Horizon

  • The Council is announcing a commitment with the Partnership for a Healthier America (PHA) to bring more vegetables to American families’ plates and will attend PHA’s summit on childhood obesity (March 6-8) to publically announce the commitment.
  • March is National Nutrition Month and the theme this year is “Eat Right, Your Way, Every Day.” The Council will conduct traditional and social media outreach surrounding this theme to demonstrate how to utilize mushrooms’ versatility to bring vegetables and nutrients to more meals every day, every way.

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FOODSERVICE SUMMARY

Marketing Summary

On The Menu in January 2013Red Lobster is back on TV promoting its Maine Stays meals which are 15 items under $15.00.  One of those items featured on the spot continues to be the Portabella Chicken, its first entrée with mushrooms.  See the TV spot on YouTube.  Red Lobster also created its first ever Spanish-language TV spot  which also features the Portabella Chicken menu item.

Just as we ended 2012 strong with new mushroom features from Panera and Au Bon Pain, among others, 2013 has seen even more aggressive menuing of mushrooms.

  • Cosi, another fast casual chain, launched a new line of Cosi bowls featuring Stuffed Portabella as well as Korean BBQ and Adobo Chicken with Avocado.
  • Bertucci’s launched its Mushroom and Asiago flatbread.
  • El Pollo Loco introduced  its new line of Stuffed Quesadillas including a Chicken-Mushroom along with Chicken-Bacon-Guacamole and Chicken Avocado.

The Chicken Mushroom version features “twice grilled flour tortilla stuffed with jack cheese, chopped citrus-marinated fire-grilled chicken, sautéed mushroom and onion, poblano cream sauce and cilantro.  You can see the TV spot on YouTube.

The Council had the opportunity to sponsor CIA’s Worlds of Healthy Flavor, a collaboration between top culinary R&D and to policy makers from Harvard School of Public Health—Department of Nutrition.  The retreat showcased the need for healthier menus, and several sessions showed how mushrooms were being used on menus to reduce sodium and calories while improving flavor.  Chef Jehangir Mehta of Graffiti in New York City and Chef Steven Petusevsky, formerly of Whole Foods, both conducted cooking demos using mushrooms.  Participants also got to see swapability in action by sampling several meat-mushroom items while working in group settings to help name the concept on the menu.

On The Horizon

Based on the work at Worlds of Healthy Flavors on Swapability naming, a research study was commissioned to evaluate names developed by the chefs.  That study should be available in the next 30-45 days.

The FLIK recipe contest is underway with judging to be held on April 25.  School foodservice directors from private preparatory schools are submitting mushroom sandwiches, entrees, breakfasts and swapable menu items.  A demo and a student recipe contest is upcoming at Texas A&M University.

The Council webinar is now being held at two different times on March 5.

Industry Tools

The Council is still making last minute changes before the official unveiling of the new foodservice website, www.mushroomsonthemenu.com.  The site will be a compendium of information on trends, menuing and mushroom education for chefs as well as an origination point for blogging.

 

SCHOOL NUTRITION SUMMARY

  • A document outlining the school market opportunity for mushrooms and steps shippers can take to sell to schools will be presented and available for download during the March 5th  Sales Webinar.
  • Council representatives worked with a meat processor to develop a school foodservice mushroom and beef blended burger product formula. The formula is currently being reviewed by the USDA to develop a Child Nutrition Label for the product.
  • Mushroom Council representatives are currently working with several school districts throughout the country to develop mushroom swapability pilot programs. Pilot programs are beginning in April 2013.
  • Council representatives will be attending the USDA Annual Industry Conference for Contractors and Suppliers in USDA’s commodity purchase programs to further educate the industry on the USDA’s commodity purchase program.
  • Mushroom Swapability recipes were submitted for the June Issue of School Nutrition magazine.
  • Council School Nutrition resources can be found here.

 

RETAIL SUMMARY

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The Topline report week ending 12/30/12 was sent to the industry on 02/04/2013; click here to access the report online.

  • Total Mushrooms – 4 Weeks
    • The Total U.S. dollar sales trend of -1.3% lags Total Produce’s growth trend (+5.1%) by -6.4 points.
    • On a regional basis, only the Northeast at +2.5% and the Plains at +0.8% posted dollar sales gains.
    • On a market basis, Columbus delivered the top dollar sales trend at +8.6% while Houston turned in the deepest decline at -16.3%.
    • Volume in pounds also decreased for Total U.S. (-2.3%), but did show regional growth in the Pacific Northwest (+8.9%), Plains (+3.1%) and California (+1.6%).
    • Portland delivered the top market growth rate in volume, increasing +11.9%.
  • Segment/Variety – 4 Weeks
    • Creminis, which make up 2/3 of Total U.S. dollar sales for the Brown segment, dropped -14.0%, dragging overall performance for the Brown segment down -7.2%. Total U.S. dollar sales for the White segment declined -0.9%.
    • Total U.S. volume in pounds for the White and Brown segments also declined, with Whites losing -2.4% and Browns losing -6.8%.
    • On a regional basis, California delivered the top dollar sales trend (+14.6%) for the White segment, but delivered the deepest decline (-39.9%) for the Brown segment.
    • Regional trends in pounds mirrored dollar sales trends: California delivered the top growth rate (+15.8%) for the White segment, but delivered the deepest decline (-39.4%) for the Brown segment.
  • Total Mushrooms – 52 Weeks
    • The Total U.S. dollar sales trend of +1.6% lags Total Produce’s growth trend (+2.6%) by -1.0 point.
    • On a regional basis, the Northeast holds the largest dollar share (24%) and leads the regions with the top dollar sales trend of +3.9%. In market rankings, Columbus has the top dollar sales trend at +13.2%, ahead of its respective region and Total U.S.
    • Total U.S. volume in pounds grew +1.2%, with the Pacific Northwest delivering the strongest regional performance at +4.5%. Among markets, Boise has the top volume in pounds trend at +9.6%, outpacing its respective region and Total U.S.
  • Segment/Variety – 52 Weeks
    • Total U.S. dollar sales for the White and Brown segments are growing +1.0% and +1.6% respectively. Total U.S. volume in pounds is growing at +0.7% and +1.5% respectively.
    • On a regional basis, South Central holds the top dollar sales trend at +4.4% for the White segment. In the Brown segment, the Northeast region has the strongest dollar sales trend at +11.6%.
    • Regional trends in pounds are led by the Pacific Northwest for Whites with a gain of +4.3% and by the Northeast for Browns with a gain of +11.6%.

Marketing Summary
A spring mushroom marketing summary was sent to Progressive Grocer on 1/21/2013.

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