Activity Update: Foodservice QSR Pizza Activation
In the FY26 Australian Mushroom Marketing Plan, the Foodservice Activation is a cornerstone initiative under Pillar 3: WIN THE FUTURE – the pillar dedicated to building growth channels that will drive the category forward. Mushrooms have long performed well in foodservice, representing 26% of fresh supply, yet the category is facing a decline in both value and volume share. This activation is designed to reverse that trend, focusing on a key growth area: Pizza Quick Service Restaurants (QSR).
The strategy unfolds across three phases, each crafted to inspire chefs, engage consumers, and elevate mushrooms as a versatile, must-have ingredient.
Globally renowned pizzeria
A collaboration that promises to turn heads: Australian Mushrooms has partnered with Daniel Semrani of Gigi’s Pizzeria in Sydney for a limited-edition pop-up. Known globally for his exceptional pizza craft – even Jamie Oliver has praised his work – Semrani will debut three innovative mushroom pizzas, featuring creations like a mushroom whipped butter base and seared 'steak' mushrooms. The aim is simple: inspire chefs and foodservice operators to rethink mushrooms, highlighting their taste, texture, and creative potential. The pop-up will run throughout February, supported by media coverage and social media campaigns to spread the inspiration nationwide.
The second phase brings mushrooms directly to consumers in the QSR space. By partnering with a leading pizza QSR chain, Australian Mushrooms will co-create limited-edition mushroom pizzas promoted through in-store activations, delivery platforms like Uber Eats, and social media. This phase is all about bringing mushrooms to the mainstream, creating excitement and driving trial in one of the category’s highest-volume channels.
The activation culminates in a visible industry moment: a sponsorship at Australia’s Best Pizza Awards during Food & Hospitality Week 2026 in Sydney.
This ensures mushrooms are front and center among chefs, operators, and industry influencers, cementing their relevance in menus nationwide.
Shoppers say Mmm to mushrooms
Inside the success of the first round of the FY26 in-store sampling campaign
Over three bustling weeks between August and September, the aroma of sautéing mushrooms drifted through supermarkets across the country. It was part of Australian Mushrooms’ first in-store sampling burst for FY26, an activation designed to show shoppers just how easy, versatile and delicious mushrooms can be.
Across 149 sessions in Coles, Woolworths and independent retailers, more than 18,000 shoppers stopped to chat, taste and rediscover a familiar ingredient. What followed was an encouraging display of consumer curiosity, enthusiasm and genuine inspiration
Celebrating World Mushroom Day with Courtney Roulston
For World Mushroom Day, Australian Mushrooms partnered with renowned culinary personality Courtney Roulston to create new recipes to showcase the flavour and versatility of Australian Mushrooms. Earned media activity included a targeted approach, pitching to top-tier media outlets with the captivating angle "travel around the world with mushrooms". This angle was a fresh way to communicate how easy it is to use mushrooms across various cuisines, providing everyday dinner inspiration. Highlight was a segment with Larry Emdur and Kylie Gillies on channel 7's The Morning Show, celebrating the taste and versatility of Australian mushrooms.
Courtney's three recipes - Spiced Mushroom Taco, Mushroom Katsu Sandwich and Spicy Honey-Soy Mushroom Noodles - are on the Australian Mushrooms website and have been shared across her social channels as well as Australian Mushrooms' owned channels.
All coverage so far has achieved over 23 million opportunities to see.
Highlights include:
The Morning Show (see video below), Channel 7 (1.6 million weekly reach) - 2.5-minute segment World Mushroom Day spotlighting how viewers can easily use Australian Mushrooms in Courtney’s recipes to create delicious dishes at home (see video below).
7News.com.au (8.3 Million monthly reach) - Ran a piece for World Mushroom Day dedicated to Courney’s Australian Mushroom recipes, inspiring Aussies to prepare, eat and enjoy Australian Mushrooms as their hero ingredient and take advantage of their many benefits.
Body + Soul (1,270,000 Reach) - News.com.au wellness platform ran an article featuring the Mushrooms Taco recipe, using the stunning photography Courtney created alongside a credit to Australian Mushrooms with a website link.
The Nightly (2,800,000 Reach) - The news website ran a lifestyle piece including the Taco and Katsu Sando recipes.
The Morning Show
Mushroom marketing update Spring 2025
The Australian mushroom industry is operating in a changing marketplace, with shoppers tightening household budgets. However, consumer research shows that mushrooms continue to be recognised for their taste, versatility, and health benefits. These strengths that can be amplified with the right investment.
Through the mushroom marketing levy, the industry has committed to a bold, multi-channel marketing program for 2025–26. The aim is simple: keep mushrooms top of mind for Australians and ensure consumers see mushrooms as a ‘must have’ on their weekly shopping list.
For growers, understanding this plan is vital. Not only does it demonstrate how levy funds are being invested, but it also highlights when and where promotional activity will peak, all valuable information for aligning supply, planning promotions, and anticipating consumer demand.
Collaboration with the Fruit nerd - mushroom safety
Fruit nerd educates consumers on the safety of store bought mushrooms
The Mushroom Health Science Australia Website is live: A strong start to a high impact initiative
The Mushroom Health Science Australia website, which you can find at www.mushroomhealthscienceaustralia.org is now live and making meaningful connections with health professionals across Australia. This levy-funded flagship initiative is designed to showcase the research, resources and recipes linking mushroom consumption with health outcomes.
The website has had a strong and promising start, delivering value to both the healthcare and mushroom industries.
Marketing update
With an emphasis on taste, versatility, and everyday appeal, the initial campaign results are encouraging across a broad mix of paid, owned and earned media.
The Australian mushroom industry continues to see positive momentum through the national Mmmmushrooms campaign, developed by Hort Innovation and supported by the Mushroom Fund.
As of May 2025, the campaign is tracking well against its performance objectives and laying the groundwork for sustained consumer engagement and behavioural change
Shaking up summer with the shaker bag
This summer, Australian Mushrooms brought an exciting new food trend to the table: Shaker Bag Mushrooms! Inspired by the playful experience of ‘shaker fries’, this fresh and innovative way to enjoy mushrooms is already making waves in kitchens nationwide.
Mini mushroom growers
The AMGA is excited to launch MU23006: Mushroom Schools Education Program, a refreshed version of the successful ‘Mushrooms in Schools’ program, running since 2020. This initiative introduces new branding and the Mushroom Family characters, making mushroom education more engaging and accessible for young learners. The program’s revamped branding ensures a modern, fun, engaging, and visually appealing experience for students and educators alike.
Australian Mushrooms Sampling Program Boosts Sales and Consumer Engagement
Hort Innovation Marketing Update March 2025
The Australian Mushrooms in-store sampling program is in full swing, delivering impressive results and encouraging more shoppers to regularly add mushrooms to their meals. Running across Woolworths, Coles, and independent retailers nationwide, the program aims to inspire new ways to cook with mushrooms and increase consumption
Building on the success of the 2023 program, which conducted over 1,300 sampling sessions and successfully converted 71 per cent of participants to purchase mushrooms, the 2024/25 program is already making a positive impact.
Sessions are being conducted in four major bursts, incorporating two summer and two winter recipes – these include:
· Thai Pork Mushroom Meatballs (Winter)
· Tapas Style Garlic Mushrooms (Summer)
· Lemon and Herb Mushroom Bruschetta (Summer)
· Mushroom Bolognese (Winter)
Burst one – April to August 2024
In burst one, 331 sampling sessions were conducted in Coles and Woolworths stores across NSW, VIC, QLD, SA, and WA, handing out an average of 88 Thai Pork and Mushroom Meatball samples per session. Engagement was strong, with 71 per cent of shoppers that interacted with sampling staff choosing to try a sample. Sales performance was equally as impressive, with 12kg of loose mushrooms and 20 pre-packed mushrooms sold on average per session.
Burst two – November 2024 to February 2025
The second burst of the sampling program saw over 17,500 Tapas-Style Garlic Mushroom samples distributed across Woolworths, Coles, and independent supermarkets nationwide. Sampling staff interacted with shoppers on average 125 times per session, with 70% converting to trying a sample. Sales results remained strong, with an average of 12.2kg of loose mushrooms and 25.8 pre-packed mushrooms sold per sampling session. In total, 201 sessions were completed during this burst, providing plenty of opportunities for shoppers to experience the delicious, rich flavour of Australian Mushrooms.
Upcoming sampling sessions
The third burst of the program is currently live, featuring Lemon and Herb Mushroom Bruschetta in 459 Woolworths, Coles, and Independent stores across NSW, VIC, QLD, SA, and WA until April. As the program progresses, the fourth burst will launch from April to June 2025, shifting to a Mushroom Bolognese recipe and targeting 330 Woolworths, Coles and Independent stores nationwide.
With each burst, the program continues to demonstrate the power of sampling in boosting mushroom sales and consumer engagement. Stay tuned for more updates on its success!
Marketing update summer 2024/25
The FY24 Australian Mushrooms marketing campaign, running from January – June 2024, aimed to inspire Australians to consume more mushrooms daily. The initiative delivered positive results for the industry, increasing consumer engagement, and successfully attracting new customers.
The FY25 Mmmmmushrooms campaign is designed to highlight the exceptional qualities of mushrooms that make them a favourite among consumers. Built on insights that taste, followed by versatility and ease of use are primary drivers of mushroom purchases, the campaign celebrates their rich flavour that enhances any dish.
WHAT’S COMING UP? INTRODUCING THE AUSTRALIAN MUSHROOM SHAKER BAG AND HELLOFRESH PARTNERSHIP
Australian Mushrooms is bringing a fresh twist to home cooking with the launch of the innovative Australian Mushroom Shaker Bag. In partnership with renowned TV chef Ash Pollard, this campaign aims to create a viral cooking trend, inspiring home cooks to shake up their meals with flavoursome mushrooms. Featuring four mouthwatering recipes, the initiative showcases the versatility and irresistible taste of mushrooms in a fun, creative way.
Marketing Update: October to December 2023
With an increased media spend in the final quarter of 2023, the reach of the Australian Mushrooms campaign packed a punch.
The campaign’s overall objective is to inspire people to consume more mushrooms daily by adding Mighty Mushies to everyday meals. The multi-media approach aims to reach consumers at various touchpoints including radio, out of home environments, for example shopping centre screens in close proximity to supermarkets, social media channels, and while they are shopping online.
With an increased media spend in the final quarter of 2023, the reach of the Australian Mushrooms campaign packed a punch.
The campaign’s overall objective is to inspire people to consume more mushrooms daily by adding Mighty Mushies to everyday meals. The multi-media approach aims to reach consumers at various touchpoints including radio, out of home environments, for example shopping centre screens in close proximity to supermarkets, social media channels, and while they are shopping online.
Marketing Update: Looking ahead
Plans for April-October.
Click here to read the full plans for April-October.
Marketing Efforts March to May
March has proven to be the month of successes for the ongoing FY24 mushroom marketing campaign. Aiming to inspire people to consume more mushrooms daily, the campaign continues to generate positive results and attract new customers.
March has proven to be the month of successes for the ongoing FY24 mushroom marketing campaign. Aiming to inspire people to consume more mushrooms daily, the campaign continues to generate positive results and attract new customers.
Improving the food industry menu, with mushrooms
A collaboration between Nutrition Research Australia (NRAUS) and the AMGA is working hard to show the benefit of adding mushrooms to the menu, not only to improve the palatability of institutional meals, but to boost their nutritional offering as well. Initial research reveals the Australian food industry has a lot more to learn about the health benefits of the mighty mushroom, with taste and culinary benefits overshadowing the vast nutritional benefits of mushrooms in the nationally accredited commercial cookery curriculum.
A collaboration between Nutrition Research Australia (NRAUS) and the AMGA is working hard to show the benefit of adding mushrooms to the menu, not only to improve the palatability of institutional meals, but to boost their nutritional offering as well. Initial research reveals the Australian food industry has a lot more to learn about the health benefits of the mighty mushroom, with taste and culinary benefits overshadowing the vast nutritional benefits of mushrooms in the nationally accredited commercial cookery curriculum.
Mushroom in-store sampling
When it comes to planning dinner, nearly half of Australian cooks are last minute larry’s, providing the perfect opportunity to remind shoppers of the wonders of mushrooms as they do their dinner shopping. With this key statistic in mind, the Hort Innovation marketing team developed the Mushroom In-Store Sampling Program.
When it comes to planning dinner, nearly half of Australian cooks are last minute larry’s, providing the perfect opportunity to remind shoppers of the wonders of mushrooms as they do their dinner shopping. With this key statistic in mind, the Hort Innovation marketing team developed the Mushroom In-Store Sampling Program.
My mushroom toast
The #MyMushroomToast campaign is up and running! And to celebrate the launch, media and foodie influencers were invited to a #MyMushroomToast cooking masterclass hosted by internationally known chef Jason Roberts.
Adding mushrooms to the menu - Where are the opportunities?
To elevate mushrooms in the minds of food professionals, highlighting their benefits through impactful education and engagement could bring them out of the shadows and into the limelight. The levy-funded research project MU20003: Educating the food industry about Australian mushrooms sought to identify and understand the existing barriers to featuring more mushrooms on Australian menus.
Grassroots Product Sampling and Events
By Leah Bramich. AMGA
Cambride Markets – Sydney
To continue to drive top of mind awareness, a levy-funded, AMGA-run Grassroots Product Demonstrations and Events Program is underway to support local growers by driving demand within communities in which they live and work.
The program has developed ‘hyper local’ product sampling events to drive the uptake of mushrooms in both regional and metro markets, providing delicious product samples and promoting “Add the Mighty Mushie” to position mushrooms as an essential ingredient for enhanced taste and health.
The AMGA have selected Melbourne, Adelaide, Sydney, Perth and the Gold Coast for activations, along with 15 regional areas which align with grower locations. A total of 23 product sampling events are being activated around the nation.
To efficiently roll out the product demonstration and sampling events remotely, local radio stations were engaged to design their version of a ‘Hyper local event’ with preferences given to local foodie festivals, farmers markets, restaurants, or independent green grocers, with mushroom samples cooked by professional chefs. In Ballarat, a former MasterChef contestant will cook ‘Mushroom toasties', in Adelaide, well know chef, restaurateur and former MasterChef Callum Hann will cook live on stage at the Adelaide Markets, and in Perth, seaside café Odyssea will include a mushroom on toast item to their menu for the week, inviting listeners to try it.
Each regional event is accompanied with a live broadcast or street team event, and a hefty radio campaign to support it, with reach amplified via the station’s social media channels. Taking simple product sampling to the next level, all events include a product sampling element and mushroom giveaways, and the opportunity for mushroom growers to be personally involved in the grassroots promotion.
Metro events have been selected in premium markets with high traffic. The 3-day Melbourne event at Queen Victoria Market reported 1760 mushrooms on toast samples provided, with 2250 interactions. A huge impact!
Local Grower Involvement
Local growers will be invited to take part in their regions event, as many have a long history of being active in their local community, active with local media and have long-standing relationships with local businesses.
In regions where there are multiple growers, AMGA will need to manage relationships carefully to ensure each grower is represented equally, and no preferences are shown.
Managed by the AMGA, Local Growers will be invited to:
Be interviewed on-air about the mushroom growing process
Provide free mushrooms for product sampling and giveaways
Provide a display, showing the mushrooms growing process
Facilitate open days/ Farm tours
While local growers are invited to take part, all messaging will remain with the “Australian Mushrooms” brand and all promotional efforts will link back to the Australian Mushrooms channels.
While all activations were booked to deliver in FY22 (and some have indeed have been deployed), Hort Innovation and the AMGA made the decision to put the program on hold due to the supply shortage. The program is now booked for late July and August.
Regional Radio Events
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Star 106.3 – 4hr street team event 0730-1130 from Willows Sunday Markets. Chef cooking elevated mushrooms on toast. Inc. Advertising schedule
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Hit 100.7 – Toowoomba Farmers market, 3hr outside broadcast. Chef cooking mushrooms on toast. Inc. Advertising schedule
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Mix FM 97.3 – Erbachers independent greengrocer (46yrs), 3hr outside broadcast 1500-1800. Chef cooking mushrooms on toast. Inc. Advertising schedule
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Hot Tomato – HOTA Farmers Markets, 3hr outside broadcast 0800-1100. Chef cooking mushrooms on toast. Inc. Advertising schedule
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3BA – Tim Bones (Masterchef) at Ballarat Markets cooking mushroom toasties, 2hr outside broadcast 1000-1200. Inc. Advertising schedule
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Hit 91.9 – Heathcote on Show, 3hr outside broadcast 0900-1200. Chef cooking Mushroom Bruschetta. Inc. Advertising schedule
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Edge FM – 4hr live broadcast 0900-1300 from Fruits n Fare independent grocer. Chef cooked mushrooms on toast Inc. Advertising schedule
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Hit 104.9 – Albury Wodonga Farmers Markets. 4hr street team with live crosses 0800-1200 – Chef from Smart Hospitality Inc. Advertising schedule
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Hit 101.3 – Terrigal Beach Markets. 2hr pop up event with live crosses. Chef to cook mushrooms on toast. Inc. Advertising schedule
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Hit 106.9 – Newcastle Food and Flower Markets, Sandgate. 2hr outside broadcast 1000-1200 and chef. Inc. Advertising schedule
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Mix FM – 2hr roadside activation 1000-1200. Location TBC Inc. Advertising schedule
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Power 94.9 – Easts and Eats Event. 2hr pop up event, late afternoon. Chef cooking mushrooms on toast. Inc. Advertising schedule
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Nova – Callum Hann (Masterchef) 2hr cooking demonstration. Location TBC, likely the new food hall. Inc. Advertising schedule
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Nova – Odyssea restaurant featuring mushroom bruschetta on menu for a week. 2hr live cross event with chefs providing mushroom samples. Inc. Advertising schedule
METRO PRODUCT SAMPLING EVENTS
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Sampling events held at the Adelaide Central Markets for 3 consecutive Thursdays:
• 26 May 2022
• 2 June 2022
• 11 June 2022
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Sampling events held at the Queen Victoria Markets for 3 consecutive days. Each event is 9hrs.
• Thurs 30 June 2022
• Fri 1 July 2022
• Sat 2 July 2022
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Two Sampling events held Cambridge Markets events. Each event is 6hrs
• 12 June 2022
• 28 August 2022 “Christmas in July” (Postponed event)