Boost your mushroom intake on World Health Day


It’s a common concern as we age – the ability to keep our mind sharp and our brain active.

World Health Day is on April 7 and the Australian Mushroom Growers Association (AMGA) is urging older Australians to boost their intake of mushrooms following new research into nutrients found in mushrooms and cognitive health.

AMGA Dietitian and one of Australia’s leading nutritionists Jane Freeman says it seems as though by consuming even a small portion of mushrooms each week could help lower the risk of cognitive impairment, which often precedes conditions like dementia, Alzheimer’s disease and Parkinson’s disease

“Mushrooms have grabbed the attention of dementia researchers due to being one of the highest food sources of a neuroprotective type of amino acid called ergothioneine,” Ms Freeman says.

“Interestingly, mushrooms are a food that contains one of highest sources of ergothioneine which may contribute to the promotion of nerve tissue and help stave off symptoms of brain disorders.

“It’s an exciting time to see this research coming out because Alzheimer’s disease affects up to one in 10 Australians over the age of 65, and up to three in 10 Australian over the age of 85.”

A healthy lifestyle is important too, including regular exercise which has been shown to help slow or prevent the onset of dementia.

So how many mushrooms do we need to eat to help to keep our brains healthier?

Ms Freeman says research from the National University of Singapore found seniors who ate more than two standard portions of mushrooms per week (equivalent to half a plate) could have 50 percent less chance of suffering mild cognitive impairment.

“A separate study published in the British Journal of Nutrition also showed that even eating one small portion of mushrooms a week was beneficial to reducing the risk of cognitive decline.

“This is another reason why we all should be eating three mighty mushrooms a day, to support our overall health,” Ms Freeman adds.

Fast Fact: Alzehiemer's diseases is the most common type of irreversible dementia which affects memory, intellect, rational thought and social skills.

AMGA Dietitian - Jane Freeman

Jane is an internationally regarded and experienced dietitian and nutritionist, is an IOC (International Olympic Committee) qualified sports nutritionist, Leiths qualified cook and an award-winning author.

As a practicing dietitian and director for CANutriton, a cancer specialist nutrition practice in Sydney, Jane is big mushroom lover and passionate about delivering practical nutrition advice that is easy to understand and adopt.

Jane Freeman - Dietitian

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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
  • 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.