On Wednesday 27th October the 59th Annual General Meeting of the Mushroom Growers’ Association took place in the Moat House Hotel in Stratford-upon-Avon, William Shakespeare's birthplace. For the first time the meeting was part of a combination of the three major mushroom events in the UK combined into one. And not for the first time, one of the subjects of discussion was the uncertain future of the celebrated Association.

MGA Chairman Peter Woad welcomed the members and foreign visitors and quickly dealt with the minutes of the previous meeting. On his appointment in February he set out a number of important targets; motivating active promotion of the sector, bettering communication with members and improving the financial situation. This last point with 'alternating success’, according to Woad, who explained more about joining the `50’ club, a pressure group for employment matters that wants to tackle the Agricultural Wages council.

The past months were also occupied by the organisation of the Industry Conference and Trade Exhibition. The chairman was extremely satisfied with the high number of applications (148) and the fine organisation.

A final – double edged – target last year, was improving the Mushroom Journal and lowering its production costs. Richard Gaze reported on behalf of the Editorial council of the Journal. His first and most heart found word of thanks was to Journal Manager Melissa Nairn - the journal owes its existence to her efforts. “It was not the easiest season”, said Gaze, with work pressure and the state of the industry both impacting on the publication. But editions kept on appearing, often to his astonishment. Foreign subscriptions and advertisements, plus savings on direct costs help keep the journal cost neutral. Gaze reported that he had received plenty of positive feedback, but wants more dialogue from members and contributions to the guest columns. Gaze spoke of "a modestly successful 18 months, but there are no magic wands on hand.”

Rodney Barrett asked for an explanation of the outstanding bad debts listed under the item ‘journal’. The falling number of advertisers and the fact that many members don’t pay their contribution fees accounts for this item.

Bunker mentality

The board, as well as Woad comprising Adrian Sampson (Vice-Chairman), Tony Dumbreck (Honorary Treasurer) and Bahram Mavahebi (Accountant) entered a discussion with the floor concerning the (financial) future of the MGA. There has been little positive change since last year. According to the board, the popular feeling seems to be typified as a `bunker mentality’.

Dumbreck stated that creative paths must be trodden to generate additional income; “We can't face any more cuts.” Woad:“ Income is falling faster than we can cut costs. The Office is doing the job as cheap as we can, but maybe we can do it better?”

John Hall asked, in relation to the negative balance of some 30,000 pounds: “What is the forecast for 2004/05?” According to Woad the intention is to break even with the Conference and increase the membership fee over the next two years by 40 %. “To keep the MGA going and to retain what we got.” Hall:” We have to define our objectives, not simply exist. You have to offer something, not just send a higher invoice.” The board singled out the members. According to Sampson the board asks questions, ‘but getting answers – no way’. Is there support out there?

The audience was keen to see a plan B, in case the 30,000 pounds fails to materialise. Various options were considered; Merging with The Mushroom Bureau; Active use of the Stoller fund for marketing or promotional purposes. There were certain objections to this, promotion also helps the competitors. John Hall said that promotion is however the only way; Choosing a single journal, the Journal as a ‘profit centre’, better distribution e.g. to libraries. How can an organisation be created that truly represents the interest of the sector and how can effective strategies be developed; Only interest representation (someone asked ‘how much does Mushroom Business cost actually?’). “Or..”, as Woad summed up when presenting the final option: “..we can just close shop due to `lack of interest’.”

The proposed increase in the membership fee will be implemented. For the rest, the board has more or less identical objectives as last year, with top priority on ‘balancing the books’. A speaker from the floor advised the board to show ‘more leadership’, this will help make the increase acceptable.

The accusation levelled by the board to members that they also have a responsibility to be more actively involved, was underlined by the fact that no one present felt any need to take the place of any of the sitting board members. The next meeting was planned for 30th November. Woad’s closing words: ”Who’s first at the door?”

The Bureau

Victoria Lloyd Davies, the driving force behind The Mushroom Bureau, reported over her organisation's activities. With 38 members and an annual budget of 36,000 pounds, there is just enough funding to continue activities. “But it’s not enough to be able to do anything new ”, said Lloyd Davies. The Bureau will again be collaborating with the Vegetarian Week. Much time is spent on managing the website, which attracts 800 to 1000 visitors monthly. Lloyd Davies intends to continue but is open to suggestions and a possible successor.