CONTENTS 26 SUSTAINABLE SWISS
Roel Dreve Publisher
Global Roel Media
Face value 8 SA MUSHROOMS 8
14 26 32 38
38 HOLPOL COMPOST
Quality central at SA Mushrooms, Australia Now water - no mushrooms
Sustainability central at Wauwiler, Switzerland Energy saving at Dutch farms People central at Holpol, Poland
AND: 4 News 6, 19 Cultivation tips AdVisie 19 ISMS News 22 Focus 40 Cultivation tip Delphy 42 Out and about 42 Service
Frontpage: Sam Femia with his sons Nick (left) and Nat in one of the growing rooms of SA Mushrooms.
Foto: Simple MUSHROOM BUSINESS 3
In today’s world, everybody is a star in their own universe. The rapid evolution of social media and increased individualisation means that you can instantly broadcast your opinions on Twitter, post your latest friends on Facebook, or upload images of you swishing down the slopes to YouTube. Everyone can create their own ‘news’, and the message is nearly always positive. The old defi- nition of marketing - ‘all organisational activities performed by a company to promote sales’ - is incre- asingly being replaced by: ‘human activity directed at satisfying needs and wants through exchange’. That can apply to a new relationship or a political message. So you won’t be putting your least flat- tering photos on Tinder, or vlogging the negative consequences of your election programme, or posting photos on Instagram of tunnels full of green mould (not that it this is happening now, I don’t want to be accused of spreading fake news!). These overblown ‘marketing’ expressions are seen everywhere. Why bother to use a ‘filter’ if you can direct the message instantly and personally to the ‘customer’? Your own online newsletters will never feature an article on an unhappy customer. An interview, or debate, will be tricky, as it might touch on some sensitive issues, and photos of a ‘dirty’ compost yard will distract attention from the Positive Message. As a consumer, I fully realise that Milka chocolate cows aren’t really purple, and as the editor of a trade journal I appreciate that sometimes growers might not want to show all the growing rooms. Sometimes the Truth and Nothing but the Whole Truth cannot always be shared in full. But the way in which lately, particularly on the political stage, The Lie is utilised as an immediate, unfiltered, demonstrable and therefore shameless marketing tool – and is believed – is disturbing. The three specific focus areas – sustainability, quality and employees – on the farms highlighted in this edition are probably not completely devoid of marketing, but they wouldn’t be out of place in a good election programme. In 2017 think beyond The Message. Is building barriers to movement and free trade good for our business? Take elec- tion programmes literally. Good luck.
Roel Dreve
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