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MEETING What’s going on?
On 27 and 28 May, the Christiaens Group organised an international work- shop ‘What is going on?’ in the Parkhotel, Horst, prior to the Mushroom Days. Around 90 participants from all corners of the globe converged to catch up on international developments, innovations and the latest marketing strategies.
By Roel Dreve
Director Mart Christiaens welcomed the guests and en- couraged them to capitalise on the excellent network opportunities offered by the workshop.
China
Mr Liu Zi Qiang, secretary general of the CFNA, the branch organisation for the Chinese mushroom sector, had prepared a presentation on the status of the Chi- nese sector and the current business opportunities. His findings were presented by Ms Lau Pui Tsit (Rachelle). of BD Bank in Beijing. She explained that the Chinese sector used to be relatively amateurish compared with ‘the west’, but this situation is changing fast. To illustrate, she mentioned some (exotic mushroom) companies who are making tremendous progress; Shanghai Xuerong, Jiangsu China Green and Shanghai Bright Esunyes. Agaricus growing techniques were copied years ago from Italy and the Netherlands. The investments made then did not turn out to be viable in the long term - only a couple of farms managed to survive; Shandong Jufa and Liaong. The sector has seen a new impulse since the Mushroom Days 2007. Certain issues were frustrating the growth of this sector. China is characterised by a different mentality. There is an abundance of cheap labour, in contrast to the Netherlands where production is more technology and efficiency based. The Chinese sector enjoys a myriad of benefits. There is wide availability of the basic raw materials, the government is willing to help the sector, the sector learns from and closely watches other mushroom producing countries, and there is extensive, growing knowledge of the health beneficial properties of mushrooms. Of the gigantic volume of mushrooms produced in China, 90% is consumed by the domestic market. The trends are more fresh produce on the mar-
kets; the development of mushroom based snacks and processed, and medicinal products. Agaricus production is still in its infancy. There is no attention for promoting consumption and there is a lack of cultivation and management expertise. Cultural differences, such as the lack of clearly descri- bed rules, and working with double standards can also somewhat complicate doing business with the Chinese. Rachelle offered some tips: “Do your best to try and understand the culture; find the right person to do busi- ness with, become a ‘star company’, present a sound business model and visit our events. The Chinese market wants you to invest – not scare you off!”
Alexander Khrenov during his presentation.
Russia and Ukraine Russia is physically closer to ‘the west’ and there is also a long history of mutual trading, according to Alexan- der Khrenov (Sylvan Russia) in the second presentation. Mushroom consumption, particularly wild mushrooms, also has a rich tradition in Russia. Since time immemo- rial, during the picking season (June-October) Russian families take to the woods to gather mushrooms to supplement their diets and incomes. Sold on side of the road, 1 kg of boletus can fetch 10 euros. Annually, 1.2 million tons are picked (7.5 kg per capita)! In Russia, mushrooms are seen as a festive culinary ingredient and are very popular eaten salted and washed down by a shot of vodka. With mushroom consumption totalling at 9.5 kg per capita, 88.8% of which are wild mushrooms, Russia ranks second in global mushroom consumption. Cultivation only really started to take off in the 1970s when Dutch techniques were introduced, but the ton- nage (11,200 tons in 2012) is in stark contrast to what is imported - from China (frozen and canned) and Poland (fresh). Imports are 82,000 tons of processed and 58,000 tons of fresh mushrooms, respectively. Imports of processed mushrooms from China have fallen, however (-33% in 2012). Khrenov signalled a number of trends. 1. Wild mushrooms retain their dominant position. A case in point is that traders give the names of local forest mushrooms to imported, cultivated shiitake, which pushes up the price. 2. The proportion of cultivated mushrooms is gradually increasing due to the worse- ning image of wild mushrooms (poor ecological situa- tion), better availability and the expanding the urban population. But mushrooms are also increasingly being
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