Monthly Shipping and Marketing Report | December 2021

Council Update

Next Council Meeting:

February 10-11, 2022 – Dallas, TX

Open Positions on the Council (2022-2024 term):

The U.S. Department of Agriculture today announced the appointment of three members to serve on the Mushroom Council. The appointees will serve three-year terms from Jan. 1, 2022, to Dec. 31, 2024.
Members appointed are:

Michael J. Basciani, Sr., Avondale, Pennsylvania – Representing Region 2

Meghan Klotzbach, West Grove, Pennsylvania – Representing Region 2

Jack Guan, Commerce, California – Representing Region 3

The nine-member council is comprised of eight domestic growers and one importer. The members represent four regions: three domestic growers are from states other than California and Pennsylvania (Region 1), four domestic growers are from Pennsylvania (Region 2), one domestic grower is from California (Region 3) and the importer represents Region 4. Council members are nominated by their peers and appointed by the Secretary of Agriculture.

See the release here: USDA Announces Appointments to the Mushroom Council | Agricultural Marketing Service

2022 Council Members:

Region 1: All states except CA & PA

Curtis Jurgensmeyer – J-M Farms – OK – 2nd Term
Fletcher Street – Ostrom Mushroom Farms, WA – 1st Term
Ed Wuensch – Kitchen Pride Mushroom Farms – TX – 1st Term

Region 2: PA

Michael Basciani, Sr. – M.D. Basciani Mushrooms – PA – 1st Term
Joe Caldwell – Giorgi Mushroom Company – PA – 2nd Term
Meghan Klotzbach – C.P. Yeatman & Sons – PA – 1st Term
Mark Moran – Kaolin Mushrooms – PA – 1st Term

Region 3: CA

Jack Guan – California Terra Garden – CA – 1st Term

Region 4: Imports

Jane Rhyno – Highline Mushrooms – ON – 2nd Term

Exemption Applications:
The exemption applications for the 2022 calendar year will be mailed to those who are currently exempt. If you do not receive an application and would like to apply for an exemption, please email [email protected].

Open Position on the Council (2023-2025 term):

A call for nominations will be sent on or about February 1, 2022, for three open positions on the Council for the 2023-2025 term.

Region 1 (All states except CA & PA) – two open positions
Region 2 (PA) – one open position

Mushroom growers have ideas, skills, experiences and perspectives that would benefit the industry; be a voice for your industry by becoming part of the Council.

The U.S. Department of Agriculture and the Mushroom Council encourages all eligible producers, including women, minorities and individuals with disabilities to participate and seek the nomination.

Shipment Summary

To see current charts, click here.

The Month Ahead

PUBLIC RELATIONS & DIGITAL

Mushroom Council will launch the 2021 version of Feed Your Immune System, highlighting how mushrooms can help strengthen the immune system across social media, enewsletters, and partnerships with registered dietitians.
There will also be additional content focusing on mushrooms in holiday meals.

SCHOOL NUTRITION

Mushrooms in Schools is excited about the 12 Days of Mushrooms promotion occurring in December. 12 Days of Mushrooms is a celebration for everyone (students, families, schools, head start programs) on the hard work of this past year. Each day participants can enter for a daily prize. There will be 12 prizes available for participants to enter to win. For more information on how to enter, prizes, and terms and conditions, please visit our blog. Additionally, Mushrooms in Schools will be sharing recipes families can use at home during the holiday season. You can support Mushrooms in Schools by following our Twitter and Facebook accounts and sharing our 12 Days of Mushrooms posts and blog.

Highlights from November

PUBLIC RELATIONS & DIGITAL

Wrapped up the 2021 program with Produce for Better Health (PBH) by hosting a Facebook Live with Meredith McGrath, RD from Redner’s Markets. Industry members can share her 10-minute video from the PBH Facebook page at https://fb.watch/9nGareSNJs/
The Blended Burger Contest Winners were announced in the Nov, 8^th edition of Food Network Magazine, capping off a highly successful campaign that saw over 1.4k entries.

SCHOOL NUTRITION

In November, Mushrooms is Schools highlighted National Vegan Day, Catering Ideas for School Nutrition, and a “Grateful for School Nutrition Campaign” through our monthly newsletter. Additionally, we shared the following recipes: Lasagna Stuffed Portabella Mushroom, Breakfast Poutine, Buffalo Chicken Burger, and Sausage & Mushroom Stuffing. Mushrooms in Schools also elevated school districts, like Chandler Unified School District, for highlighting great menu ideas such as a Ramen bar. We encourage you to share across social media networks as well.

Upcoming Events

SCHOOL NUTRITION

Mushrooms in Schools will be hosting 12 Days of Mushrooms for the first 12 days of December. If you are interested in participating, please share our Facebook, Twitter, and blog information.

Sales Materials

SCHOOL NUTRITION

Mushrooms in Schools created a Mushroom Sourcing Catalog, which can be found at our website. We encourage you to share on your own social channels and encourage your sales teams to share with your school foodservice clients and contacts.

Metrics

Mushroom Channel

Blenditarian

Hashtags

Monthly Topline Report

Tracker Highlights – Period ending 10/30/2021

Spotlight – Notable and Newsworthy

Fresh Mushrooms continued to show strong category growth versus the pre-pandemic sales of 2019. Total U.S. volume increased by +6.4% while dollars climbed +11.9% over the 2-year period, adding +1.3M lbs. and +$10.1M to the category. While all regions contributed to the strong gains, the Midsouth region drove this growth adding +227k lbs. (+9.4%) and +$1.3M (+13.9%) to the category since 2019.
During the past 4 weeks, Fresh Mushrooms continued to experience sales declines when compared to last year’s pandemic sales levels. The Mushroom category recorded sales of $95.4M and 21.8M lbs. during the period.

Total Mushrooms – 4 Weeks

Fresh Mushroom sales declined -6.8% in dollars, while Total Produce dollars were up +3.8% this period
Mushroom category volume decreased -9.9%, while the average price/lb. was up +3.4% to $4.38/lb.
Conventional dollar sales were down -7.7%, while Organic dollars were flat (-0.7%)

*IRI/FreshLook Data provided by Fusion Marketing

Click Here for the Full Topline Report