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The Mushroom Council

Research and

Information Website

January 2012 Industry News

 

 

COUNCIL UPDATE

 

·         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) for use in 2012. These new forms can now be used electronically and will be used beginning with the January 2012 reporting period. There were two training sessions were held in PA and there will be a webinar on Thursday, February 2nd 10:30am PST/12:30pm CST.

 

·         Applications for 2012 exemption should be completed and submitted to the Council office for consideration. Click here to get an application or contact Cheryl at the office.

 

·         The next Council meeting is being held in San Antonio on February 14th & 15th.

 

SHIPMENT SUMMARY

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

Current Charts	Oct-11	Oct-10	% change		YTD 11	YTD 10	% change
Total Shipments	62.73	61.88	1.37		644.98	630.28	2.33
Domestic Shipments	55.87	54.72	2.09		571.64	552.97	3.38
PA	33.24	31.75	4.70		331.14	324.26	2.12
CA	10.02	10.13	-1.09		105.58	96.41	9.51
Rest of US	12.61	12.84	-1.85		134.66	132.30	1.78
Imports	6.86	7.16	-4.16		73.34	77.31	-5.13

Industry Tools

·         The second of six sponsored MyPlate recipes with the Produce for Better Health Foundation (PBH), Mushroom Steak Fajitas, is now available for industry use. PBH will showcase this recipe as the “plate of the week” on Facebook, February 22-29. The Council is working with the National Cattlemen’s Beef Association, the co-sponsor of this plate, on joint promotional opportunities during this time.

 

·         The winter News About Mushrooms nutrition e-newsletter was distributed on 12/14 to approximately 3,200 healthcare professionals and received an open and click thru rate of 25.1 percent and 17.2 percent respectively. Share the newsletter with your customers so they can learn more about mushrooms’ place in the nutrition landscape.

 

·         Share promotion ideas generated by the college competition with your FS customers. Click here to download a document summarizing the promotions at each school.

 

·         Find the new 2012 Taste of Home advertisement here, which provides a snapshot of health benefits and 80:20 usage tips.

  

Mushroom Council Marketing Summary – December 2011

 

December 2011: Media Impressions and Metrics *
Program	December 2011 Impressions	% of December 2010 Impressions	2011 Total Impressions	% of Total 2010 Impressions
Consumer/Nutrition	28,559,729	80%	1,133,218,999	156%
Foodservice	20,000	N/A (zero results in Dec. 2010)	2,356,571	47%
Retail	76,832	197%	5,140,348	214%

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

December 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   Eating White, Runner’s World, January 2012

o   Mushrooms: A diet must-have, Baltimore Sun, 12/28

o   Recipes For Comfort Meals of 400 Calories or Less, AARP, 12/27

o   Superfoods That Fight Stress, Shape, 12/21

o   Common Cold: 11 Natural Ways to Boost Immunity, Huffington Post, 12/21

o   Soft Tacos With Mushrooms, Cabbage and Chipotle Ranchera Sauce, New York Times, 12/20

o   The Gift of Giving, Huffington Post, 12/20

o   10 Foods You Should Always Have in Your Fridge, Shape, 12/20

o   Some holiday foods are nutritious and low in calories, USA Today, 12/15

o   Drop Weight Faster With Mushrooms, liverightlivewell.com, 12/14

o   Vitamin D Naturally, Supermarket Guru e-newsletter, 12/13

o   Mushrooms: A Culinary Treasure, Whole Foods Market blog, 12/11

o   Need Umami? Try Using Mushrooms Instead of Meat, Snack Girl Blog, 12/6

o   9 Power Foods That Boost Immunity, Prevention, 12/1

o   America’s Healthiest Mushroom, Prevention, 12/1

 

·         The Council was represented at the Pennsylvania Farm show (1/7), live tweeting photos from events and cooking demonstrations and distributing Council literature to attendees. Find photos from the event here.  

 

·         Seven newly developed Mushroom Council recipes and hi-res photos are now available on MushroomInfo.com in foodservice and family-sized portions. The recipes include: Grilled Mushroom and Chickpea Wrap with Basil, Mushroom and Chicken Quinoa with Chiles, Mushroom Orzo with Parsley, Lemon Zest and Olive Oil, Crab and Mushroom Cakes with Chipotle Aioli, Mexican Mushroom Chili with Beans and Barley, Thai Curry Mushrooms and Tofu, and Jamaican Jerk Mushroom Lettuce Wraps with Papaya Salsa. 

 

·         Elizabeth Ward, MS, RD, will serve as a 2012 Mushroom Council spokesperson. Author of MyPlate for Moms, How to Feed Yourself & Your Family Better she also contributes to several publications including Men’s Fitness magazine, WebMD and USAToday.com.Four new mushroom recipes developed by Liz demonstrating the 80:20 concept (Almost Lasagna, Mushroom Flatbread, Mushroom Burger Wrap and Chocolate Chili) can be found in the recipe section of MushroomInfo.com.

 

·         The Council is sponsoring Taste of Home’s Spring Cooking School series in 2012. The on-stage cooking demonstration will feature the Council’s Mushroom Taco with Salsa Verde recipe to educate attendees about the 80:20 mushroom/meat blend strategy. Click here for a tentative list of dates/locations for the schools, which start in March. All industry members are invited to attend a Cooking School to see the Council’s sponsorship in action. Sponsorship opportunities are available, and may include the option to set up a booth on site, and generate local media exposure. If you are interested in participating as a local sponsor, please reach out to michelle.green@edelman.com for more information. 

·         As a result of the Council’s SEM campaign, traffic to MushroomInfo.com has increased by 95 percent, unique visitors have increased by 94 percent and daily page views have increased by 88 percent. Top performing key words include “mushroom recipes,” “cooking mushrooms” and “mushroom nutrition.

·         Check out the Mushroom Channel blog to see the latest recipes by our blogger partners including Swedish Pancakes with Mushrooms, Mushroom Bruschetta, Spaghetti Squash with Mushroom Alfredo Sauce and a Mushroom Smothered Steak. Click here to read.

 

Online Assets	December 2011	December 2010	Percent Change
Twitter
Twitter Impressions	6,996,786	2,290,000	+205 percent
Twitter Followers	2,756	1,732	+59 percent
Monthly Follower Growth	39	14	+179 percent
Facebook
Likes	2,346	1,047	+124 percent
Monthly “like” growth	84	354	-76 percent
MushroomInfo.com
Monthly visits	38,813	12,626	+207 percent
Monthly page views	76,103	25,081	+203 percent
Average time spent on site*	1:17	1:38	-15 percent

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

 

On the Horizon

·         College competition winners will attend the South Beach Food and Wine Festival (2/23-2/26) and a mushroom symposium (2/24). After the symposium, new industry sales tools will be available including case studies and testimonials from the attendees.

 

·         Leah McGrath, registered dietitian for Ingles Supermarkets, will be hosting a mushroom-focused Facebook Forum coordinated by the Council (1/24).