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Australian Mushroom Growers Association

AMGA sponsors “Australia’s Best Mushroom Pie” competition.

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For the first time in history, one lucky bakery in Australia will soon claim a very “Aussie” crown of glory; for baking “Australia’s Best Mushroom Pie.”

The Baking Association of Australia (BAA) hosts its annual trade show in Sydney this May, which includes the industries baking competitions and awards. The three-day event attracts bakers from around the nation and typically receives over 17,000 entries, who compete for several titles including the industry’s two most prestigious and nationally recognised awards, ‘Australia’s Best Pie’ and ‘Australia’s Best Pastie.’

This year, through a sponsorship with the Australian Mushroom Growers Association (AMGA), the BAA have included a new competition segment to award “Australia’s Best Mushroom Pie,” the first competition of its kind in BAAs 60-year history.

Australia's Best Mushroom Pie Competition

The Baking Association of Australia (BAA) Chairman, Tony Smith said the new mushroom competition segment is sure to excite the baking competitors this year. “We have a few different comps for the bakers, including Australia’s best mince beef pie, best poultry, best seafood etc; but this is the first time in BAAs history that we have had a specific competition segment for a mushroom pie, so I know the bakers will be excited about it. It will be great to see what flavours they invent.”

Ryan & Chan Khun. Country Cob Bakery

"The winner of the 2020 "Australia's Best Pie" for 2020 was made by brothers Ryan and Chan Khun Country Cob Bakery Boronia Vic it was a Pepper-beef Pie. Which was a really tasty pie" Mr Smith added.

For the mushroom pie segment in 2021, contestants are being asked to use white mushrooms, swiss browns or portobello mushrooms only, as these are the typical mushrooms found in most supermarkets and represent 98% of the mushrooms sold in Australia. The freshest of fresh mushrooms to be used at the competition are being donated by Kim and Chris at Margins Mushrooms in Woy Woy. 

The winner of "Australia's Best Mushroom Pie" will then compete for the overall national title of "Australia's Best Pie".

AMGA Relationship and General Manager, Martine Poulain explains the new competition segment will be a big help to the Australian mushroom industry. “If you walk into any bakery in Australia, you can usually find mushrooms being used as a second ingredient in a pie; like a steak and mushroom or chicken and mushroom pie, but rarely do you find a pie with mushrooms as the hero ingredient. We are seeing more and more Australians choosing a meat free or flexitarian diet, so bakers have a great opportunity here to cater for this customer by using mushrooms.”

“We are hoping that this competition segment will ignite the imagination of bakers around Australia to think outside the “steak and mushroom” pie box and consider using mushrooms as a hero ingredient pies.” Ms Poulain added.

“We never know what we are going to get from the contestants, so it’s exciting to see what type of pie will take out the big title each year.” Mr Smith said.

The Baking Industry Trade Show is being held on 25-27 May. Entries are for ‘Australia’s Best Pie’ competition are open now. For more information or to register visit www.baa.asn.au

News coverage:

Baking Business: https://bakingbusiness.com.au/new-category-announced-for-pie-competition/

Good Fruits & Vegetables: https://www.goodfruitandvegetables.com.au/story/7229567/bakeries-to-compete-for-best-mushroom-pie-title/

Canberra times: https://www.canberratimes.com.au/story/7229741/the-hunt-is-on-for-australias-best-mushroom-pie/?cs=14264

Northern Territory: https://northernterritoryonlinenews.com.au/mushroom-growers-sponsor-australias-best-mushroom-pie-competition-the-land/ 

Tenterfield Star: https://www.tenterfieldstar.com.au/story/7229741/the-hunt-is-on-for-australias-best-mushroom-pie/

Ceduna Online News: https://cedunaonlinenews.com.au/mushroom-growers-sponsor-australias-best-mushroom-pie-competition-stock-journal/

Stock Journal: https://www.stockjournal.com.au/story/7229567/bakeries-to-compete-for-best-mushroom-pie-title/?src=rss 

Murray Valley: https://murrayvalleyonlinenews.com.au/mushroom-growers-sponsor-australias-best-mushroom-pie-competition-stock-journal/

Illawarra: https://www.illawarramercury.com.au/story/7229741/the-hunt-is-on-for-australias-best-mushroom-pie/?cs=9676

Queanbeyan online: https://queanbeyanonlinenews.com.au/mushroom-growers-sponsor-australias-best-mushroom-pie-competition-farm-online/

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2. Aldi On pack stickers

Partnering with key growers who supply Aldi supermarkets nationwide, 675,000 stickers will be applied to white and brown mushroom punnets, promoting the Scan to Win competition. Last year 2,695 Stickers were scanned via specially marked Aldi mushroom packs, and we are hoping for a greater uptake this year.

3. ‘A Better Choice’ Marketing Partnership

Partnering with A Better Choice we will reach independent grower networks and consumers in a partnership package that includes:

  • In-store activations of 50 Retail Stores Total (NSW, VIC and SA)
    • Activation includes installation and reporting of on-shelf POS items including shelf wobblers, recipe cards, A3 posters.
    • Includes Print and distribution of POS items
  • 2 x Mushroom Retail Store Cooking Events (VIC, SA) – with Celebrity chef Callum Hann
    • A better choice! Sampling Staff Member in attendance
    • Boosting of 3 x Social Media Posts
  • Consumer Magazine Advertising
    • 1 x 5-Page Section in Autumn
  • Trade communications
    • 4 x EDM Features to all A better choice! Retailers
    • 2 x EDM Features in Central Market EDM’s
  • Consumer Communications
    • 8 x Banners Ads in Weekly Consumer EDM
    • 7 x Supporting Recipes in Consumer EDM
  • Social Media & Website
    • Social Media Feature Week
    • 14 x Mushroom Social Media Posts
    • All recipes loaded to ABC Website

 4. Dr. Emma Beckett interview on Australia’s #1 Parenting Podcast

Embracing the podcast phenomenon for busy Aussie parents, Dr Emma Becket, Australian mushroom nutrition scientist from FoodIQ Global, will be interviewed on Australia’s #1 Parenting Podcast Beyond the Bump, to talk about mushrooms important role in children’s nutrition, and how adopting The Blend as a ‘stealth health’ way to reduce meat intake and boost the nutritional value of everyday meaty meals, that kids will LOVE to eat.

 

5. Influencer Marketing –

Targeting foodies, parents and budget conscious consumers, we have locked in some of Australia’s favourite content creators such as @cookingwithalisha @danroberts and @thefoodarrondissemen – who will be creating content across platforms such as TikTok, Instagram, and Facebook. Our aim for this tactic is mass engagement with mass uptake. We want the combined audiences to feel so inspired by the content that they head over to our Blenditarian website, find a recipe and cook it for their family that day!

Other campaign features include:

  • Updated website www.blenditarian.com.au
  • Competition PR strategy
  • Nutritional PR strategy with AMGA Dietitian Jane Freeman
  • Marketing partnership with ‘A Better Choice’ to reach independent grower networks and consumers
  • A hefty Digital Marketing strategy, including:
    • Social ads
    • Google ads and re-marketing
    • Existing 50,000 Mushroom Lovers and Blenditarian database re-engaged
    • Educational email marketing journey
    • New Blenditarian Recipes

Please keep an eye out for a full campaign update via email and in the Winter edition of the AMGA Journal.