The conference at the Lochow Castle and Estate attracted 296 participants.
to over 1 million tons of mushrooms, produced by 2400 growers who jointly employ 47000 peo- ple. Consumption levels in Europe are currently on average 1.3 kg per capita but the goal for the future is set by Ireland, with a level 3.3 kg per capita. One point of the presentation was making the audience aware that eating mushrooms aligns with three main trends of the contemporary food market - plant-based, health benefits and sustainable production methods. Another aspect of the presentation was defining the target consumer group. Accor- ding to the president of the GEPC they are mil- lennials and their children. “Advertising for this sector of consumers may strengthen awareness and improve the attitude towards mushroom consumption. To address this group, however, we need to engage new types of media like Instagram or TikTok. The initial trials are pro- mising.” At the end of his talk, Wilson stressed that in order to continue the successful cam- paign the concentrated efforts of all players are needed and every occasion must be exploited to lobby for mushrooms.
A Chinese Ferrari The next speaker was Zlatko Vidmar from Sylvan Inc. who spoke about mushroom production in China today. The figures for China are as usual very impressive: 966 edible fungi species, 25 million tons of production generating 55 million dollars of turnover annually and 25 million peo- ple involved in mushroom businesses spread over 22 provinces of China. The mushroom sector is the fifth largest agricultural industry in China after grain, oil, vegetables and fruit. An industry on this scale could not exist without a level of consumption that is probably the
Krystian Szudyga was honoured at the event for his continuous and longtime dedication to the development of the mushroom industry in Poland. Well deserved!
GEPC President Paul Wilson talked about the postive results of the EU promotion campaign.
Helen Grogan of Teagasc ariving at the party. MUSHROOM BUSINESS 43
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