Irish appetite for mushrooms likely to soar 25%
The Pharaohs of ancient Egypt even believed that they had magical powers, while the Chinese used them for their health-giving properties.
Now, Irish people are consuming more fresh mushrooms per capita than any country in Western Europe. And that’s good news for an industry that is regarded as one of the best in the world.
Mushrooms represent the largest horticultural sector in Ireland with a farmgate value of €131m and a retail business worth an estimated €50m.
The Irish industry’s 75 growers are preparing for the busiest time of the year — with as much as a 25% increase in quarterly sales seen as very possible in the industry’s peak winter period.
Employing over 2,539 people, the sector is seen as having the potential to create even more jobs in production, distribution and added value developments.
Some 80% of Irish production is exported, with Bord Bia reporting that mushroom sales remain steady in Ireland and also in Britain, our most important export market.
Recent market research by Kandar has shown a 1% increase in annual retail sales to 13,700 tonnes and a 7% increase in the number of households in the 35-45 years age group purchasing mushrooms — a key demographic to grow future sales.
A three-year €2.5m programme to promote mushrooms on the Irish and British markets was completed in September 2013.
Co-ordinated by Bord Bia and co-funded by the European Union, producers and marketers, it addressed the need to increase consumption. It did do so by promoting the taste, nutrition and versatility of mushrooms. Consumption grew over the period of the programme.
A rise in the association of mushrooms with B vitamins was seen as a key factor in that success. This was followed by another three year €2.7m ‘Just Add Mushrooms’ programme, which commenced in July 2013 with a view to maintaining a continuity from the ‘More to Mushrooms’ campaign. Interim reports indicate this programme is being delivered as planned.
Last month, an all Ireland and British conference and trade show in Monaghan discussed how mushroom industries in both jurisdictions are ‘Harnessing Innovation’.
The conference, sponsored by Bord Bia, brought together growers, scientists and suppliers from Ireland and Britain.
Minister of State Tom Hayes told delegates the mushroom sector is by far the most important within Ireland’s horticultural industry. It account for almost 50% of the value of edible horticultural output, and with a strong export focus and high employment levels it adds further to the sector’s contribution to the Irish economy and especially in rural areas.
“The mushroom industry like every other sector in the modern economy must continue to strive to generate further efficiencies and to reduce overall costs,” he said.
Stormont Agriculture and Rural Development Minister Michelle O’Neill welcomed Ireland and Britain sharing experiences and jointly driving the mushroom industry forward.
“Clearly, we need to have a thriving farm production sector if we are to maintain a thriving food processing sector. Mushroom growers, producers, packers, marketers and researchers are all key to that growth. Their optimistic approach and determination is to be applauded,” she said.
Dermot Callaghan, head of horticulture at Teagasc, said the conference theme of “Harnessing Innovation” reflects the progressive and innovative culture in the mushroom industry where entrepreneurial producers grasp every opportunity to increase efficiencies and maximize profits.
“The industry has a track record of innovating around challenges and today we have one of the most technologically advanced mushroom sectors in the world, which provides a strong platform to meet the challenges of the future,” he said.
According to Michal Slawski, Development and Marketing Specialist, Bord Bia, both the British and Irish mushroom markets are showing steady growth, both in volume and value.
He said the EU co-sponsored mushroom promotions in Britain and Ireland helps play its part by increasing sales in the target audience.
The number of British households buying mushrooms has increased by 600,000 and the proportion of households aged under 34 who buy mushrooms has increased by one third during the three years of the “More to Mushrooms,” and the following first two years of the “Just Add Mushrooms” campaigns.
Meanwhile, consultant dietician Paula Mee, has joined forces with Irish mushroom producers to highlight the nutritional benefits of this tasty vegetable and to provide suggestions for incorporating them into daily meals, particularly breakfast.
Paula Mee said: “It is often said that breakfast is the most important meal of the day and mushrooms make the perfect ingredient, as they are not only filling and flavoursome but extremely versatile.
“As well as being low in fat and calories, mushrooms also have a number of health benefits, with roughly four mushrooms (80g) counting as one of the recommended five a day fruit and vegetable portions,” she added.
But there is also more to mushrooms than their appeal as a nourishing food as Minister Hayes noted during a Dail debate earlier this year.
He said Teagasc is installing an anaerobic digester in its Grange facility to study the opportunities of producing biogas from mushroom waste.
“I see this as positive. Recently, I came across an instance in the horticultural sector where residue from growing mushrooms was being used to create energy.
“We want to encourage and develop such experiments where possible. However, such endeavours must be competitive with the cost of electricity. Teagasc is looking at the opportunities in this area,” he said.
For a range of tasty mushroom meal ideas and tips on cooking breakfast for the family, visit: www.justaddmushrooms.ie and www.facebook.com/MoreToMushrooms
