Peter Woad, chairman of the Mushroom Growers’ Association (MGA) opened the conference on Thursday, 28^th October, by mentioning that this was the first time joint organisers MGA, the Mushroom Allied Trades’ Association (ATA) and research institute Warwick HRI have succeeded in successfully combining these three events. Following the MGA annual general members meeting on Wednesday, Thursday was dominated by presentations and debates.

Professor Simon Bright is the new director of Warwick HRI following its merger with the University of Warwick in April 2004. He emphasised that merging doesn't mean the HRI will be distanced from practical developments. “Alongside fundamental and strategic research, practically applicable research and close collaboration with the mushroom industry will still have our undivided attention”, stated Bright. Helen Grogan, HRI’s Mushroom Sector Specialist then introduced the science session, featuring her fellow researchers. A series of well attended, professionally presented Powerpoint lectures, which captured the full attention of all those present.

Science session

Ralph Noble was first to speak on compost variability. He has studied the use of goody water (recycled run-off water from compost) on compost quality and improved spawn-run. Emma Coventry showed the potential of spent mushroom compost (smc) used as a fertilizer and as an organic way to combat disease. Smc is relatively clean, has a consistent composition, contains many nutrients and is widely available. Future efforts must concentrate on standardisation.

Helen Grogan gave the latest update on research into Virus X. One of the facts brought to light was that even very low infection levels can still cause a high level of symptoms and that phase III systems are greatly at risk if Virus X has been discovered. Georgios Papadopoulos studied the behaviour of Prochloraz in casing soil. His study is important, even if simply for the fact that this fungicide is commonly used. Prochloraz is biologically decomposed quite quickly, but Papadopoulos is looking for a specific consortium of bacteria that can start this process.

Peter Mills concluded the science session with an overview of the other research projects at HRI, and the University of Warwick's vision of HRI.                                      

Industry session

After a slightly delayed coffee break, John Fenlon, director of RISCU (Risk Initiative and Statistical Consultancy Unit) at the University of Warwick and Reader in the Department of Statistics took the stage. He was well aware of the fact that his presentation ‘Addressing the problems of the British mushroom industry’ was ‘not a happy story’. The number of farms has fallen to some 75. Mushroom consumption is showing an upward trend, but homegrown production is falling. Prices are stable, but RPI-corrected go down. In a report published by the Horticultural Development Council (HDC), Fenlon details the trends and causes.

In the Open Forum, the audience had the opportunity to exchange opinions on the industry with the panel, comprising Woad, Fenlon and two of the most influential figures in mushroom production in Europe. According to Woad, Ronnie Wilson, chief executive of Monaghan Mushrooms and Huub Heijer, general manager of Heveco, are jointly responsible for a 300 million euro production output per year.

Mediator Woad kicked off discussions by asking why the UK industry trails behind the production volumes of the Irish and Dutch. Heijer: ”Heveco can achieve the same production in the UK but investments are really needed to be competitive in Europe.” According to Wilson UK produce is as good as the Irish and Dutch. “However, while the Dutch were making big investments in the ’90s, we were stagnating. We didn't set out sights outwards enough, but all is not lost.” Production can be pushed up even though high investments aren't possible. 30 kg/m2 with high quality and a higher picking rate (60 pound/p/hour) is definitely feasible. Plus, English producers are close to the market, which is a huge asset.

Heijer denied that Dutch producers receive more government support. The political climate is in fact actually harsher, for example regarding environmentally related issues.

Promotion

In reply to a question from the floor asking why the Netherlands appears reluctant to work together with Ireland and England on promotional activities, Heijer answered; “The Dutch want to cooperate, but we want larger sums for this type of activity, in a European promotional fund.”

Wilson is also keen on campaigning. “The product has been the same for twenty years - we need to attract and tie the younger consumer segment to mushrooms.” He thinks that European funds should be used for this purpose. “We, as major players, have to show the way. It must be possible to generate 2 to 3 million euros in two years, and market growth of 10 % should also be achievable. The only question is: who's going to do it?”

The audience was aware of the importance of promotion but asked if it would raise prices, and was afraid the extra gaps in the market would be filled by Poland. The suggestion to start promoting mushroom consumption in Germany (‘then they won't bother to come over here’) was greeted with applause and hilarity.

Heijer agrees with Woad that consumption must increase dramatically to be able to turn the tide. “But companies like Coca Cola just go to show what's possible with a high, structural advertising budget. We must advertise using money from all growers.”

Wilson didn't accept the remark from the audience that supermarkets are now responsible for marketing and promotion. “Just look at the low prices in supermarkets. Low pricing is not good for us, particularly considering that mushrooms are an impulse buy. Using generic advertising we must and can encourage the buying public to increase consumption.”

Future

Is mechanisation the solution? Heijer firmly believes in using robots, ‘but not immediately, because growing is not controlled enough yet. Fenton: ”Within 10 years technology will have performed a revolution, just like in other horticultural sectors. And the cost of technological innovation will drop.”

Cutting the cost price is fundamentally important. What are Heveco and Monaghan’s targets for the near future? Heijer: ”As a company we always keep a vigilant eye on the cost price. We can do a lot ourselves: ensure good compost is made, organise the workforce and mechanisation; developments in these areas still have a way to go.” Wilson too, sees many opportunities in this area.

According to Heijer the danger lies in the fact that in times of over production and inadequate cooperation, prices may drop even further. Wilson doesn't believe that prices will continue declining. “We are reaching the point where we can face the competitors. Once we have an identical cost price we can protect our prices by benefiting from other (geographical) advantages.”

Heijer predicts that the East-European influence in the UK will start to fade within three years, caused by falling cost prices in the UK and rising wage costs in East-Europe. “We just need time.” Wilson also sees equalisation on the horizon ‘within five years’, partly due to internal market developments. “And don’t forget, Poland is already having a difficult time.”

Concerning phase IV opportunities in the Netherlands or the UK Heijer says: ”Phase IV works for us in our company situation. Small or medium sized farms don't necessarily have to change to that system.”

The discussion returned to promotion again. Wilson indicated that his company intends to support developments in this direction, and Heveco's representative Heijer also agreed to do some serious thinking.

Which ended the open forum on a positive note. Woad thanked the panel members. “They see a future for English mushroom growing and there is a move to the other direction.”

In the afternoon visitors could visit the MATA trade exhibition, held on the grounds of the HRI, where lunch was also provided. As well as poster displays, various research demonstrations were organised on the Mushroom Unit. A good end to two enjoyable, very useful and informative days.