Production and Marketing of Mushroom · 2019. 1. 7. · 1/7/2019 5 Cont… Processed mushroom:...
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Transcript of Production and Marketing of Mushroom · 2019. 1. 7. · 1/7/2019 5 Cont… Processed mushroom:...
Production and Marketing of Mushroom:
Global and National Scenario
Dr. Brij Lal Attri
Principal Scientist (Horticulture)
Royse (2016)
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Introduction
Marketing: the right product, to the right people, at
the right price, at the right time and in the right way
Marketing of fresh mushroom: Worldwide not
organized except the auction system in Netherland
Producers Super Market
Wholesale distributor
Mushroom
Other produce
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Cont…
Processed mushroom: Canned and dried
mushroom (sizable and organized trade)
Efficient marketing (Export): Understanding
of global trade vis-à-vis the sources of supply,
potential regions of demand and consumption
patterns
“Mushroom growers have mystified me for
years. They put so much effort into
growing and so little into selling”
- Stan Hughes (Mushroom grower in Ireland)
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Major producers:
China, USA, Netherlands, Poland,
Spain, France, Italy, Ireland, Canada
and UK are the leading producers
Mushroom Market worth $50,034.12
Million by 2019 which was $29,427.92
million in 2013 (Present $38,320.15)
Major Mushroom Producing Countries
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Rank AreaProduction
(Int $1000)Production (MT)
1 China 9,291,928 5,150,000
2 Italy 1,416,342 785,000
3United States of
America700,864 388,450
4 Netherlands 553,907 307,000
5 Poland 396,936 220,000
6 Spain 263,421 146,000
7 France 210,329 116,574
8Iran (Islamic
Republic of)158,188 87,675
9 Canada 147,949 82,000
10 United Kingdom 131,891 73,100
Top Ten Mushroom Producing Countries
Top Ten Mushroom Producing Countries
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World Mushroom Production in Per cent
(Countries wise)
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Cont…
Major mushroom producing countries:
China, USA & Netherland:- >60% of the world production
China:- 46%, about half of the world mushroom production
USA and Europe major mushroom production:
White Button Mushroom
Asian countries:
Senario is different and other species are also cultivated for
commercial production
Mushroom production of India:
About 1.45 lakh metric tons (about 0.4% of the world
production)
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Cont…
Considering, 95% of mushroom production
in China is consumed locally,
Consumption per capita:> 20-22 kg/person/year
Drastically, US and European consumptions
(3 kg/person/year)
In India the consumption is miserably low
considering that we produces 1.30 lakh tons
and export to 70% of it, our per capita
consumption is around 70-80 g/person/year
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Current world mushroom production
is >34 m tons
0
5
10
15
20
25
30
1970 1980 1990 2000 2010 2020
Billion
Mushroom Production (kg)
World Population
Expon. (Mushroom Production (kg))
Linear (World Population)
Global Per capita mushroom availability increased from 0.25 kg to
6.0 kg in 4 decades
China contributes
about 80 % to
world mushroom
production
Mushrooms- Fifth
largest agriculture
sector in China
>25 million farmers
(4 %) involved with
mushrooms
• 1978 - 60,000 tons
• 2014 - 21,696,800
tons
• 2017- 33,000,000 0
200
400
600
800
1000
1200
1400
1600
1800
2000
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
1960 1980 2000 2020
Po
pu
lati
on
in
Millio
ns
Mu
sh
roo
m p
rod
ucti
on
in
Millio
n T
on
0
5
10
15
20
25
1978 1986 1994 2000 2006 2010 2014
0.06 0.52
5
10
16
22
kg
/pers
on
/year
In India
value at
present
is what
it was in
China in
1980, i.e.
about
0.08 kg
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Trend of World Mushroom
Production (million tons)
0.3 million tons
3.41 million tons
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World Mushroom Export
and Import (million tons)
0.014 million tons
tons
0.482 million tons
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Major Leading Exporter of
Mushrooms
Poland,
Netherland,
Ireland,
China and
Belgium
UK, Germany,
France,
Netherlands,
Belgium,
Russian
Federation &
Japan
Exp
orte
r Imp
ort
er
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World Processed (Canned and Dried) and
Fresh Mushroom Export (million tons)
0.04 million tons
0.69 million tons
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Major Importer and Exporter
of Canned Mushrooms
Largest importer of preserved mushrooms(canned):
Germany: 1,05,186 tons
Russian Federation: 69,726 tons
USA: 67,058 tons
Japan: 32,757 tons
Major supplier countries:
China: 4,05,112 tons
Netherland: 1,15,349 tons
Spain (20,623 tons) and France (18,496)
Indonesia: 18,392 tons
India’s (6,167 tons) share is insignificant
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Largest Producer and Consumer of
Mushrooms in the World
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
China USA Netherland
Pro
du
cti
on
/Co
nsu
mp
tio
n(t
on
s)
Largest mushroom producer and consumer
Import (tons)
Production (tons)
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Fresh and Processed Agaricus
mushroom sale in US (million tons)
75%16 %
25 %
84%
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Mushroom Trade in European
Union
County Production
(metric tons)
Export
(metric tons)
Import
(metric tons)
Consumption
(metric tons)
UK 72,000 384 99,552 1,71,168
Belgium 43,000 36,918 33,876 39,958
Netherlands 2,40,000 83,592 34,161 1,90,569
Germany 55,000 4,553 54,168 1,04,615
Italy 85,900 3,135 9,835 92,600
France 1,25,000 3,013 37,158 1,59,145
Spain 1,40,000 848 1,688 1,40,840
Poland 1, 60,000 1,47,817 1,213 13,396
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Cont…
Significant trade of mushrooms in European Union
The European Union mushroom production: 27% of
the world production
Netherlands: Largest producer and consumer
Poland: Largest exporter
UK: Largest importer
France and Spain: Larger producers as well as consumers
From outside, China is largest exporter of processed
mushroom to European Union
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Per capita Consumption of Mushrooms(kg)
Consumption per capita
Country 1996 2016
European Union
UK 3.35 3.81
Belgium 3.90 4.77
Netherlands 2.80 12.62
Germany 3.83 4.27
Italy 2.60 3.56
France 3.03 3.58
Spain - 4.11
Denmark 2.90 4.22
Ireland - 7.05
Poland - 1.35
USA - 2.27
Canada - 2.71
Japan - 1.60
China - 14.16
India 0.025 0.082
Per capita consumption is very
high (about 3.5 kg) in EU countries
Highest per capita consumption
Netherlands: 12.62 kg
Ireland: 7.05 kg
Belgium :4.77 kg
Capita consumption of mushroom
in India has increased from 42 g to
80 g in last 10 years (2006-2016)
However as per Indian estimates
per capita consumption in India is
about 90 g
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Mushroom Production
Pattern(State wise)
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Cont…
Production of mushrooms, especially of the white
button mushroom, in India has gone up in the recent
years but it has also exacerbated its marketing
problems
It should be borne in mind that efforts to increase
the production without solving its marketing
problems, would be counter-productive
The marketing of fresh mushrooms would determine
the future of mushroom industry in India.
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Cont…
Not yet much market for the processed foods and
basically fresh vegetables and fruits are preferred
in India
Fresh mushrooms-very short shelf life-need
refrigerated transport system
The cultivation of white button mushrooms
throughout the year under controlled condition is
restricted to few commercial units and much of
the production is being done under natural
conditions during the winters (75-80% total
production)
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Marketing system in India
ProducersRetailer/
consumer
Wholesale
distributor
Mushroom
Other produce
Supermarket
Not well organized, simple system with its own limitation
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Cont…
Other countries, 10% of the total cost is earmarked
for marketing, we have not given marketing
sufficient thought and investment
No serious efforts to promote the product, to
strengthen and expand the market to increase the
consumption
Good demand-processed and fast foods
Whether mushroom
is vegetarian or
non vegetarian?
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Cont…
Mushrooms may be canned to meet the
demand in the off-season and in the non-
producing areas
Product diversification
Not much problem - sale of fresh Pleurotus
due to very low production, but problems in
selling dried ‘Dhingri’ particularly its export
and middlemen take lion’s share. Urgent
need for federation/cooperatives of
producers
Pleurotus growers may form a cooperative
organisation
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Suggestions to Solve the
Marketing Problems
1. Expand the market area and strengthen the demand:
Popularize mushrooms as delicacy with nutritive and
medicinal value, on mass media like Doordarshan,
also ads and posters.
Break consumer resistance by creating awareness in
new areas. Demonstration of recipes and free
samples in new areas. Free recipe booklet.
2. Form cooperatives for sale:
Create cold storage facility
Create refrigerated transport facility
Create processing facility
Create distributors for big cities.
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Cont…
3. Decrease the cost of production and bring
down the sale price to boost the demand.
4. Good pre-packs for eye appeal.
5. Trained retailers about handling, storage,
food value and recipes.
6. Approach supermarkets, chain vegetable
stores, mother dairy retail counters for retail
sale.
7. States should fix minimum support price as
in HP.
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Cont…
8. Public sector marketing, processing and export
organisations should come forward.
9. Assured supply throughout the year at a reasonable
constant price is key to good marketing. Efforts
should be made to cultivate mushroom, during off-
season, under controlled conditions.
10. In a limited area, say a village or a cooperative, the
crops should be time-scheduled to get a reasonably
uniform production daily to avoid glut on a day, this
is required to meet the commensurate demand.
One can not ask consumer to purchase more
because all have got a peak flush during a week.
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Summary
Visit to Website:
http://usda.mannlib.cornell.edu
http://www.prb.org
http://www.mushroombusiness.com
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