Death cap mushroom murder
Defending the industry’s reputation in the face of scandal
It could have been the script for Midsomer Murders: a family lunch in a quiet country town, three tragic deaths, whispers of poison, and a swirl of intrigue that gripped the nation.
But this was no television drama. It was a real event, and one that, while completely unrelated to Australia’s commercial mushroom industry, created one of the most significant reputational risks the sector has ever faced.
What followed was a careful, measured communications response by the Australian Mushroom Growers Association (AMGA), with advice provided by expert PR Agency, Porter Novelli.
The response was guided by a single objective: to protect and uphold the reputation of the mushroom industry in the face of intense media scrutiny.