From the President I’m very pleased to announce that we have forged a new collaboration with market leading magazine Mushroom Business, the latest copy of which you are now holding in your hands. As you know, the ISMS informed its members in the past through our Mushrooms International Newsletter in print, and from 2006 – 2008 as an e-newsletter. For several reasons, this publication has been discontinued. In recent years, ISMS has worked with the publisher of Mushroom Business (Global Roel Media) to our mutual benefit. This is not surprising, as both parties further the growth of the international mushroom industry through independent dissemination of information on a global scale. Through its vast readership base and firm network within the worldwide industry, we believe that Mushroom Business constitutes a stable, readable and informing plat- form for the ISMS messages and news, besides or other publications in print and online. So from now on, you will find ISMS contributions on this page, informing you on everything we are up to. If you have any news you want to share, please mail to the editor:
roel@mushroombusiness.com
The Third Food Kingdom Cheers, Greg Seymour, ISMS President.
Mushrooms and Health Bulletin The latest issue of the Mushrooms and Health Global Initiative Bulletin (nr 15), was published on August 15, 2012. If you haven’t received the issue, be sure to sign up to get it in your mailbox directly next time, or read it on our website:
www.isms.biz/bulletins-s106/ Mary Jo Feeney, Editor
info@mushroomsandhealth.com
As Christmas approaches, it’s hard to believe another year is coming to a close. While the time has gone quickly, a lot of good things have been happening in the mushroom business around the world this year. I’m pleased to say that ISMS has been part of that momentum. The most pleasing thing to report is that there is a growing confidence in most markets around the world. An important underpinning of that confidence is a slowly increasing consumer interest in the mushroom category, because the health benefit story is slowly getting out there. But we need to be doing more! There are lots of foods seeking the media’s attention and the consu- mer’s dollar. The competition is fierce so it is essential to have a unique and popular positioning if you want to be a winner. And you need to tell as many people as you can as often as you can - unfortunately that takes money if you want to do it quickly. Mushrooms - The Third Food Kingdom is an interesting positioning that we have been investigating within the ISMS Mushrooms and Health Global Initiative project. Humans obtain their food from three biologi- cal kingdoms. They are the Plant Kingdom, the Animal Kingdom, and the Mushroom (Fungi) Kingdom. Many people know mushrooms are an edible fungi, but most fail to realize that mushrooms have a very dif- ferent nutrient and bioactive profile to plants and animals. It’s the unique biological properties of the mushroom that lead to the very desirable and unique health benefits that are catching the atten- tion of consumers and health professionals around the world. The cur- rency of this awareness is high quality published research appearing in popular media. Several projects in the industry’s nutrition research portfolio have made headlines around the world this year. Professor Michael Holick’s work
Greg Seymour at the recent AMGA conference in Sydney, raising awa- reness for the ‘Mushrooms go Pink campaign’.
Upcoming Events 7th ICMBMP, Arcachon, France October 04 - October 07, 2011 All Ireland Mushroom Conference, Ireland October 20 - October 21, 2011 Hessischer Pilztag, Hogeging, Germany October 25 - October 26, 2011 Fruit Logistica 2012, Germany February 08 - February 10, 2012 Floriade 2012, Venlo, The Netherlands April 05 - October 07, 2012 18th International Congress of the ISMS, China August 25 - August 30, 2012 Dutch Mushroom Days, The Netherlands May 29 - May 31, 2013 IMC10, Bangkok, Thailand January 01 - December 31, 2014 More events daily updated at:
www.mushroombusiness.com
CULTIVATION TIP ADVISIE
on Vitamin D Mushrooms; Dr Larry Cheskin’s research on mushrooms and weight loss, Dr Louise Bennett’s project on mushrooms and brain health, Dr Shiuan Chen’s continuing work on cancer management with mushrooms, have been the standouts. The publicity received in 2013 has been gratifying and has had an im- pact in the media, but we need to do so much more. We need to expand our communication capability so these good news stories about the Third Food Kingdom are seen by increasing numbers of consumers on a regular basis. The only way to increase our research output, and the reach and frequency of the reporting of those results, is to invest signifi- cantly more money globally than we currently do. The internet and the rise of digital marketing provides an enormous op- portunity for the mushroom industry to increase consumption in every market. This can be achieved very cost effectively by taking a global ap- proach. The challenge as always, is finding a way to raise the necessary funds from key investors around the world. ISMS will be tackling that challenge in 2014. We look forward to your support if you are tapped on the shoulder next year. Don’t forget to block off 29 May to 2 June 2016 in your diary so you can attend the ISMS Congress in Amsterdam. The Organizing Committee is preparing a truly memorable experience in the heart of one of the great cities in Europe. Its an event you can not afford to miss so start planning now. Finally, on behalf of the ISMS Council and Executive Committee may I wish you all a very safe and happy festive season.
developments and the science of mushrooms and to stimulate exchange of new ideas between growers and scientists around the world. ISMS sponsors a major international congress on mushrooms, which is held every 3-5 years. Other events are endorsed and supported by ISMS working with national committees. The Society is governed by a council which includes a member appointed by each Corporate Member and six members elected by ballot of the individual members. The Council elects the President, Vice-President, Secretary, Treasurer, as well as the past president to be the Executive Com- mittee.
ISMS Congress 2012 Things are coming together nicely for the 18th ISMSC in fascinating Beijing, China on August 26-30, 2012. This event will be the highlight for the mushroom indus- try internationally next year. The main purpose of this Congress is to promote the development of mushroom industry as well as to present the latest developments. In addition to the scientific communication, new varieties, new products, new technolo- gies and latest publications will be showcased. The theme of the Congress is Mushroom and Health, which will focus on (I) The development and prospect of industrial situation; (II) Production and technology; (III) Nutrition and health. The Congress will consist of keynote lectures, plenary sessions, oral and poster presentations. Key note speakers will include Dr. Anton Sonnenberg (Breeding for the Future), Dr. Shiuan Chen (Protective effects of Agaricus bisporus), Prof. Yu Li (Chinese mushroom industry) and Dr. Ian R. Hall (Mycorrhizal mushrooms). Farm visits are planned to the Tongzhou District on August 29. The 18th Congress will be held at Beijing International Convention Center (BICC), which is located close to the main venue of the 2008 Olympic Games and touristic highlights. This is an event not to be missed, so get it in your diary and make sure you’ll be part of it!
My future/ my strategy
About the ISMS The International Society for Mushroom Science seeks to further the cultiva- tion of edible (including medicinal) fungi. It is non-political and non-profit making. The objectives of ISMS are the dissemination of information on new
By Jos Hilkens AdVisie “the mushroom growing consultants”, Herkenbosch
hilkens@mushroomconsulting.nl
Photo: AdVisie
The approaching close of the year is a good opportunity to reflect on the positives and negatives of the past year. Mistakes should be seen as part of a learning curve and you should try to pay more attention to things that went wrong. It is also important to plan one year, five years and ten years ahead. The dynamics of the world, and mushroom growing, keep on changing. Will you still be growing mushrooms in another ten years? Some growers answer with a resounding ‘yes’, others are uncertain, and the remainder will have left the industry by then. Growers will definitely have to consider which mar- kets they can and will produce for. The high-volume, bulk market whereby the sales price is decisive and the aim is maximum reduction of the cost price? Another option is a closed supply chain where producers and customers are closely linked. Price is important here, but not leading. Quality, traceability, delivery reliability, nationally grown produce etc. are all issues that may play a role. In addition, there is also a more exclusive niche market in which market parties can offer distinctive value. The supply and demand here are usually limited, and negotiation determines the price. Growers should think long and hard about which market best suits their companies and perso- nality and try to shift the focus more towards their chosen goal. There are opportunities for every company, small or large, but whether these opportunities are capitalised on depends on many factors. Analyse the strengths and weaknesses of your own com- pany, and examine the threats and opportunities. Have a fresh pair of eyes study your analysis and give a perspective on the right path for you to take in 2014 and beyond.
Important dates: Deadline for abstract submission is November 30, 2011. Deadline for full papers submission is February 29, 2012. Registration will open on December 1, 2011. If you are interested in at- tending the Congress, sponsoring or exhibiting at the accompanying fair, please go to our website:
http://www.isms2012.com
Contact us:
The secretariat:
18th.isms.congress@
gmail.com Abstract submission:
isms.submission@
gmail.com Exhibition and Sponsorship:
lzqynkm@vip.163.com
http://www.mushroomsandhealth.com http://www.isms.biz http://www.isms2012.com
Greg Seymour, President ISMS
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