National Mushroom Day 2021


National Mushroom Day is celebrated in Australia on October 15 and is a special day for Aussie mushroom farmers, health professionals, restaurants and cafés and of course our mushroom loving home-cooks to celebrate Australian grown mushrooms for their unique health benefits and delicious taste!

In fact, October 15th marks International Mushroom Day, with many other countries celebrating mushrooms on the same day each year.

This year, the AMGA celebrated National Mushroom Day with “mighty” mushroom research being conducted around the globe, culminating in an expert round table conducted by Nutrition Research Australia. Together with a group of leading Australian nutrition experts, food scientists, an indigenous culture expert and a culinary nutrition expert, NRAUS led a round table to discuss the science, history and future of mushrooms. An impressive range of evidence emerged, which showed that in addition to being a super-food and nutritional all-rounder, it seems mushrooms could soon be a food recommended by health professionals to help prevent vitamin D deficiency, heart disease, support the immune system and the gut. Our AMGA Dietitian Jane Freeman spoke about the round table findings and other research on Perth’s 6PR breakfast show with Gareth Parker

Lockdowns and restrictions weren’t going to dampen the Australian mushroom farmers spirits, with several growers joining in the celebrations. Costa Mushrooms hosted a morning tea with Shiitake sliders at the Adelaide markets, SA Mushrooms hosted a virtual cooking class with PheebsFoods and Pure Mushrooms launched a social media competition to win a gorgeous mushroom pack.

The AMGA spent considerable effort in the lead up to the event, invite people and organisations of influence to help us celebrate the day. Fable Foods joined with social media competition, and Food Matters used the initiative to share mushroom nutrition facts to their 2M+ Facebook fans. The AMGA also commissioned a host of social media influencers to help inspire other health professionals, restaurants and café’s owners, retail outlets and home cooks to join the fun. By using the hashtag #NationalMushroomDay, mushroom lovers were united in the celebrations.


National Mushroom Day on October 15, is a special day to celebrate Australian grown mushrooms!

Join in the celebrations by sharing your favourite mushroom recipes, cooking tips or mushroom day special events, by using the hashtag


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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.