Fresh State of Affairs Issue 20 by Fresh State

february

20 2014

ISSN: 1838-7829

04 Rents at Epping

Fresh Connections 2014: the low down

5 page Mushroom special

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february 2014

what’s on :

Relocation:

Piedimonte’s MMCS Business

Fresh Connections 2014

Shared and developer led warehousing at Epping.

Established in 1958, a successfully family-run supermarket in Fitzroy.

Innovate, collaborate and thrive – at our third annual conference, in Auckland New Zealand.

Mushroom Special:

The real cost of Perfect Food:

Q&A – Ross Ferrinda:

The wonderful world of mushrooms, now in plentiful supply.

Constant demand for the perfect product blows figures sky high in food wastage.

Runs Ferrinda Fresh with brother Tony, and endeavours to be market leaders in what they do.

02 What’s on

03 President’s message

20 Cheesy baked mushrooms receipe

04 Relocation

21 Who’s new at MMCS

12 Who’s who at FSL

22 Cool Dynamics editorial

14 Around the markets

23 Brady IPS editorial

18 Top ten: mushroom varieties

26 Who’s new at Fresh State

Published by:

www.freshstate.com.au tel: 03 9689 3233

Fresh State CEO: John Roach john.roach@freshstate.com.au Editor / Advertising: Sally Piper sallyp@freshstate.com.au

ADVERTISING

CONTENTS

16 Gramco

22 Cool Dynamics

16 Mushroom Mania

23 Brady IPS

17 BRP Wholesalers

27 Monsanto

17 Costa Farms

28 Moraitis

21 Data Fresh

Design: Flying Dog Designs www.fddesigns.com.au Photography: Sally Piper sallyp@freshstate.com.au

Print: King Print www.kingprint.com.au Distribution: Fresh State of Affairs is produced by Fresh State Ltd and is a free publication.

president’s message:

From the President Welcome to 2014 and edition 20 of Fresh State of Affairs. The year has started on a positive note after Minister David Hodgett announced that he has accepted the store holders’ offers unconditionally. And along with his acceptance of the offer, the Minister announced the new rent figures for Epping. These levels reflect that a more common sense approach is being taken for relocation.

Interest (EOI) process. This has been demonstrated with the release of the Stands EOI process in January. Together with warehousing, this now leaves members with their own business modelling decisions to make. This is not as simple as picking up their current business and transplanting them to Epping.

over the medium and long term. These considerations together with any internal changes to a person’s business will keep members well occupied over the coming months! An update of relocation is contained in the following pages plus all the things you need to know about mushrooms, some baby photos and a very interesting Q & A!

We have always held the view that if a viable business approach is taken for wholesalers’ businesses by the MMA / State, then Epping would have 100% store occupancy and allow investment.

As Fresh State members make up a large portion of stand holders, part of our negotiations with the MMA / State was contingent on there being a fair and transparent process for all stand holders with the Stand Expression of

Business considerations include the cost effectiveness of store space and warehousing space; what combinations for those with stores and stands; fit out costs over the short term for both stores and warehousing; and business expansions or contraction

Shane Schnitzler President Fresh State Ltd.

Disclaimer: Fresh State Ltd makes this magazine available on the understanding the users exercise their own skill and care with respect to its use. Before relying on, or altering any business practices, users should carefully evaluate the accuracy, completeness and relevance of the information for their purpose and should obtain appropriate professional advice relevant to their particular circumstances. This magazine contains views and recommendations that do not necessarily reflect the views of Fresh State Ltd. Fresh State does not in any circumstances accept responsibility for the accuracy or suitability or otherwise of any in-

formation published in Fresh State of Affairs. Fresh State Ltd specifically disclaims all and any liability for loss or damage of any nature whatsoever and however arising, whether due to accuracy, error or omission or any other cause. In addition, by using the information in this magazine, each user waives and releases Fresh State, its staff and agents from any and all claims relating to the use of this document. In no event shall Fresh State Ltd be liable for any consequential damages resulting from using the information in Fresh State of Affairs. © Fresh State Ltd 2014

This work is copyright. Apart from any use as permitted under the Copyright Act 1968, no part may be reproduced by any process without prior permission from Fresh State Ltd. Requests and inquiries concerning reproduction and rights should be addressed to: The Editor Fresh State of Affairs Magazine Market Box 113, 542 Footscray Road West Melbourne VIC 3003

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Rents Figures Released

Common sense prevailed when the Minister released new rent figures for Epping on 23 December 2013. Rents across stores, fruit and vegetable stands and flower stands for Epping will drop significantly from what was previously proposed. An across the board decrease of 30% in 2015 figures has now been achieved. This is positive news for the market community particularly store holders, and since then, wholesalers have been heard discussing their stores and considering what changes they need to make to their business models in the new market. The tens of millions of dollars of tax payers money spent on legal firms could have been better spent if the meaningful negotiations on offer had been taken up at the start of 2013!

The Minister announced proposed warehouse rents at the same time. These were at the lower end of what was originally proposed ($125 per sqm). The developer led warehousing (1,000 sqm and above) ranges from $92 to 107 per sqm for non insulated and $114 - $132 for insulated warehousing. There is an interesting debate around what the word insulated actually means?

The tens of millions of dollars of tax payers money spent on legal firms could have been better spent if the meaningful negotiations on offer had been taken up at the start of 2013!

Interestingly, store holders would have been paying $306 sqm in 2015 if we were not moving from Footscray Road. At Epping, they will be paying $350 sqm in 2015. In contrast, fruit and vegetable stand holders and flower stand holders will be paying far less per sqm than what they would be paying at Footscray Road.

For wholesalers, the devil will be in the cost and timing of their fit out for both their store area and warehousing. Given the extent and timing of these, the odds of a move prior to the November election appear to be lengthening!

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relocation:

Epping:

Warehousing At Epping there will be two forms of warehousing: 1. Shared warehousing operated by the MMA for warehouse tenants that require less than 1000 sqm (Part A) 2. Developer led warehousing for those wanting 1000 sqm or more (Part B) continued on page 6.

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Epping: Warehousing Towards the end of 2012, tenants were asked to submit non-binding Expressions of Interest (EOI) for warehousing so that the MMA/State could gauge the level of warehousing required inside the fence at Epping.

Warehouse pricing levels were released prior to Christmas on a dollar per sqm basis. These were more competitive than originally flagged in the EOI round.

p u n a Cle ss e m your Don’t leave it to the last minute! One of the outstanding issues as we exit Footscray Road will be the cleaning up of current stores, offices and warehouses. With forty five years of accumulated, dust gathering “boxes of stuff”, the cleaning up of each tenancy may take a bit longer than most people expect! For example, how many years of records have been stored “in the back offices or on top of the cool room”? Our guess is that it will surprise you! It is now an opportune time to start sorting through what you want to keep and what can be cleaned out. As well, the fire last November in a store area is also a reminder about such hazards. In that instance, it was fortunate that the tenant had cleaned the area near to where the fire started only a month or so beforehand.

EOI’s for over 120,000 sqm of warehousing were received but, as it was non-binding, a more realistic level was closer to 60,000 sqm and that was dependent on pricing levels.

The warehouse pricing levels were released prior to Christmas on a dollar per sqm basis. These were more competitive than originally flagged in the EOI round although they still contained a premium when compared to warehousing outside the fence at Epping and in the surrounding areas. Shared warehousing: This will be located in the south west corner of the Epping site where approximately 30,000 sqm will be built. This poses some issues as the distance from the stores on the north east side of the site is around one kilometre. The shared warehousing will be non insulated - that is, it will not be built of insulated panelling but is similar to the banana alley style warehousing at Footscray Road. If you take up shared warehousing, your section will be divided off with fencing (or insulated inter-tenancy walls and ceiling at a higher rent rate). You will also be responsible for the fit out of any cool rooms and the like, that you wish to install at your cost or you can negotiate these inclusions with the MMA. Stand holders who have a loss of space in the stand area can take up shared warehousing in this area up to the same area they lose on their stand licenses. Developer led warehousing: Hansen Yuncken has been awarded the tender by the State to build this type of warehousing. The criteria for developer led warehousing is that it must be 1,000 sqm or more. It will be placed on pads on the south, west and northern sides of the market complex. This style of warehousing is likely to be taken up by store holders and (hopefully) will be situated on the warehousing pads closest to their stores. Store holders will have two options as to the construction of the warehousing – insulated (panelling) or non insulated (colour bond style). Each tenant will be responsible for their own fit out (cool rooms, offices etc) but may contract the developer to include these in the leasing agreement (at an increased rent).

relocation:

Entitlement: There has been wide debate as to a stand holder’s entitlements at Epping and whether any compensation would be paid for loss of stand space – Epping has approximately half the lettable stand space as Footscray Road. The answer is no, there will be no compensation for loss of stands!

Principles: Each first right stand holder at Footscray Road who held stands in the qualifying period will have the opportunity to submit an Expression of Interest (EOI) for one stand only. There are currently approximately 270 first right stand holders thus ensuring that everyone would be allocated a stand if they wish to submit an EOI.

Rules: As stand licenses have no “rights”, stand holders will not be allowed to sublease their stands or trade their stands, (they must hand the stand allocation back to the MMA if they do not want it). They must also nominate a person to be in attendance at all times during trading hours.

There are 664 stands at Footscray Road of 21 sqm each. At most times, there is a vacancy rate of approximately 22 - 25%. Differing from a store holder who has been allocated a leasing entitlement at Epping, Stand holders do not have a ‘right or entitlement’ under their license. Stand holders rent a piece of asphalt for a given time period to sell their produce. There are 664 stands at Footscray Road of 21 sqm each. At most times, there is a vacancy rate of approximately 22 - 25% and this is increasing as this type of trading is phasing out. Up to 1997, trading stands were known as grower’s stands but with deregulation this was changed.

If there are less EOI’s submitted than the current holders, a second EOI round may be undertaken. Where a stand holder has multiple stands, the MMA/State is offering warehousing space as an alternate to any loss of space. The warehousing will be at approximately one third the cost of stand space on a per sqm basis. Availability: Epping will consist of 276 stands of 26.58 sqm. Twelve of these 276 stands are slightly larger in size.

Process: The EOI closes early February. If a second round is undertaken, this will take place in the second half of February with the ballot for positions taking place in mid March.

Important to note: If you have qualified to go into the ballot for a stand, and you file an EOI before the required time, then you can actually walk away from your current stand at Footscray Road and still retain your rights for Epping.

mmcs retail business:

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The Piedimonte family has been involved in the grocery business in Australia since 1958. Guiseppe Piedimonte Senior, purchased the empty premises of a wholesale butcher in Best Street, North Fitzroy and with the assistance of his two young sons Mel and Sam opened it as a grocery shop and the rest is history! Piedimonte’s Supermarket in Fitzroy is now a household name both in inner city Melbourne and even has a reputation interstate. With its continental and cosmopolitan flare, the store has evolved over the years to meet a changing market and has also grown substantially to more than double in size. In an era where the large supermarket chains are taking over the country, the success of this boutique store is a real testament to the Piedimonte family.

The business was built on oil, pasta and cheese, with 45 varieties of pasta and 22 varieties of continental cheese and oil displayed in their appropriate departments alongside locally made Australian goods. With a large Italian and Greek community, these products were a staple and would walk out the door. “In those days a semi-trailer load of Nanda pasta

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entry of the supermarket headed up by grandson Joe Piedimonte. Joe had fresh produce in his blood from his many trips to the Wholesale Market with his Uncle Sam. “I can remember those days like as if it was yesterday” says Joe. “It would have been around 1975 and boy was the market a busy and vibrant place. We would line up at the gates and once we were in, it was go go go”. Joe says the isles were so congested that it took 30 to 40 minutes to get from the shed door to the centre roadway of the growers stand. “It was quite impressive the way things worked in those days”.

Piedimonte’s Supermarket in Fitzroy is now a household name both in inner city Melbourne and even has a reputation interstate.

1. T he modern day face of Piedimonte’s Supermarket with brothers (L-R): Sam and Mel still involved in the business along side their sons Joseph and Joe.

would be delivered to the store every week and unloaded by hand” says Joe (Guiseppe) Piedimonte, son of Mel Piedimonte. In 1982, the third generation of Piedimonte’s entered the family business which saw the opening of a larger fruit and vegetable department at the 2. A family affair (L-R): Sons Sam and Mel pictured with their dad Guiseppe Senior in the Fitzroy store in 1968 along side the popular Nanda pasta.

“I also remember the cauliflowers and cabbages stacked up on the trucks like a brick wall – it was a work of art – and then from the top of the pile guys would throw caulis down to us depending on what we needed. It was a buzz being there.” 3. P iedimonte’s Supermarket today in Fitzroy.

Major extensions were carried out to the store in 1984 that have lasted to the current day. Equipment was all upgraded including a new bakery department and a first floor selling area of giftware, manchester, stationary, video hire, one hour photo processing, key cutting and shoe repair. 1985 saw the introduction of more young family members to the business. Joseph Piedimonte, son of Sam Piedimonte began taking on the responsibility of managing the bakery depart-

ment and Anna Piedimonte daughter of Mel Piedimonte taking on the task of office systems and controls. In order to give the next generation a greater knowledge of supermarket business and meet changing trends, a second supermarket was purchased in 1991. The store was refurbished and Joseph and Joe were given the challenge of running the store, which has also been successful in its own right.

Joe says it is a battle competing with the major supermarket chains but the uniqueness of the store carries DID YOU KNOW: them through. “We stock three to four times • Piedimonte’s operated a wholesale the amount of product business in a B Store trading as lines compared to the M & J Produce in the late nineties. chains and that is what our demographic likes • Joe was a member of the Board of and expects,” he says. Directors of The Victorian Wholesalers “We started off serving Association (now known as Fresh State) a big Italian and Greek from 1992 to 1995. community but they have since moved to • Joe was also a member of the the outer suburbs and Melbourne Markets Credit Service have been replaced (MMCS) Board and Piedimonte’s have with a

been MMCS members since inception.

range of cultures and professions such as artists, musicians, singles, young families – it’s a real mix.” The store still has the Italian families returning from the outer suburbs to shop but now also stocks a good range of gluten free, organic groceries and some organic fresh produce, exotic mushrooms and a full range of herbs to cater for the ever changing customer base. The North Fitzroy store is scheduled for a major refurbishment down the track which is a positive indicator of its success in a challenging industry. “I would love to see more greengrocers thriving in the future” continues Joe. “But with the major supermarkets pushing into and driving the prices down in the fresh produce areas of their businesses together with their improved operations and quality of produce; it’s going to be difficult. I believe that the good large greengrocers will survive but will need to service a niche market and give the consumer a total fresh and personal shopping experience to achieve this”.

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fresh connections 2014:

OF AFFAIRS

A new year to innovate, collaborate and thrive We have just finished the traditional holiday season but have we got some great news for you! Fresh Connections 2014 is heading to the land of the long white cloud. Destination – New Zealand. As part of the annual Australian Chamber of Fruit and Vegetable Industries Conference, Fresh Connections has continued to gain traction in the fresh produce industry over the years as more and more wholesalers are seeing the benefit of networking with industry colleagues and sourcing new customers.

“We are all relocating to the Epping Wholesale Market next year and that’s a fact that we cannot change. Wholesalers will need to put on their A game to survive and prosper, so this conference is great timing for us all – plus we all get a mini mid year break!”

“It’s all about mixing things up” says Shane Schnitzler, The Australian Chamber President. “Wholesalers and businesses who have taken the time to attend Fresh Connections in the past have gained valuable insights that have had a positive influence on their businesses. It also breaks up the normal day to day mechanics of wholesaling and encourages our guys to work ‘on’ their business instead of ‘in’ their business.”

The Fresh Connections 2014 program includes a tour of a production area which for us Aussies is a great opportunity to see what the Kiwis are up to. There is also the traditional welcome reception, conference dinner and breakfast which historically draws a huge crowd and is a chance to catch up

Fresh Connections is the perfect time for a change of scenery and to get your team excited and up skilled.

This is the third year The Australian Chamber has co hosted Fresh Connections as part of its annual conference for its central market members. The Chamber’s partnership with Fresh Connections has been a true success story in the industry, pioneering the collaboration of events and reducing duplication to provide better value to the fresh produce industry. “We are very proud of what has been achieved through our partnership with the Fresh Connections conference for the benefit of our central market members” continues Schnitzler. “We look forward to the continuing support from all the Australian Central Market wholesalers by attending Fresh Connections, sponsoring or exhibiting”. And with this year’s conference all about innovation and collaboration there is no better time for wholesalers, especially in Melbourne, to pack their bags and head East for the occasion.

Melbourne Wholesalers enjoy Fresh Connections 2013 held in Sydney.

with colleagues from across the industry. And of course let’s not forget the iconic Trade Show which joins the whole conference together. Taking place from 24 to 26 June 2014, Fresh Connections is the perfect time for a change of scenery and to get your team excited and up skilled ready for the second half of the year and the upcoming relocation to Epping. With registrations due to open for the event shortly – sign up to receive regular updates including conference topics, world class speakers and competitions at www.pmafreshconnections.com.au

YOU HAVE TO BE IN IT - TO WIN IT! FOR YOUR CHANCE TO WIN AN ALL EXPENSES PAID TRIP TO FRESH CONNECTIONS 2014 IN AUCKLAND:

TOP 10 REASONS WHY YOU SHOULD ATTEND FRESH CONNECTIONS 2014:

1000+ delegates

80+ exhibitors

Excellent networking and trade opportunities

Promote your brand and your business

Great excuse to have a holiday in New Zealand

Prepare for the move to Epping Market

See what New Zealand producers are up to

Visit existing or potential customers

Scope out the competition

Educate yourself in the plenary sessions and become inspired to innovate and thrive

STEP 1: Follow one or all of the following sites: PMAANZ@ PMAANZ

www.facebook.com/ PMAANZ

www.linkedin.com/PMA Australia New Zealand

STEP 2: A nswer the competition question with the best answer to win a $250 shopping voucher (there will be three questions over the duration of the competition). STEP 3: A ll entries will go into the draw to win the all expenses paid trip to FC2014. STEP 4: S hare with your friends and colleagues for their chance to win too. You have to be in it – to win it! Full terms and conditions at www.pmafreshconnections.com.au

DESTINATION: AUCKLAND NZ A world-class event demands a world-class destination. Auckland has it all. A dynamic, multicultural city set in a natural paradise - it has a lifestyle rated among the world’s very best. Home to 1.4 million people and buzzing with excitement, Auckland is one of the great cities of the Pacific Rim. Fresh Connections delegates will be thrilled at what Auckland has to offer. The shopping is world-class and the outdoor world and nature adventures are close at hand. Gourmet cuisine, live entertainment, top sports events, theatre, outstanding sights and attractions – Auckland is home to them all.

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As President of Fresh State, Shane controls the gavel and is constantly moving the Board in a proactive and positive direction to ensure that members are represented by Fresh State in the best way possible.

Joe Amalfi – Vice President

BARKERS MELBOURNE

Shane has been President for seven years and is currently the CEO of Barkers Melbourne. In his down time he can be found spending time with his family, willing Collingwood to win a game of footy or riding the waves on his jet ski.

Grant Nichol – Deputy Vice President

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Who’s Who at TFS Joe joined the Fresh State Board six years ago after realising there were issues in the market affecting all the users that needed an industry approach. He has extensive leadership experience both within the industry and with his local football club which is a great asset to the Board. Loving a challenge, Joe is proud of the direction Fresh State has taken and the support the organisation provides wholesalers within the market.

FLAVORITE MARKETING Grant has travelled the world as an Australian skydiving team member, a sport he continues to enjoy, so he is no stranger to taking risks and making the most out of life. Grant helps run his family business Flavorite Marketing and joined the board to be involved with the market relocation to Epping and to ensure wholesalers are treated equitably in the process.

Vince Brancatisano – board member

Shane Schnitzler – President

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PRESTIGE PRODUCE Vince believes Fresh State plays a key role in supporting the industry to improve the way it does business as well as building the industry’s profile in the community. With a business degree and a wealth of industry experience, Vinnie has been an active and passionate Board member for the last 15 years.

As State Manager of Moraitis, one of the largest tenants in the market, Steve has a unique perspective of the industry. Working for a national organisation which operates a wholesale, packaging and banana ripening businesses.

Phillip Brancatisano – board member

MORAITIS WHOLESALE

ALFRESCO FRUITS Charlie has worked in the industry for the last 25 years, is a third generation wholesaler and is passionate about fresh produce. With previous representation on the Young Executive Committee and owner of a growing wholesale business, Charlie is the youngest Board Member to join the team and will bring a new outlook and ideas to the Fresh State Board. He has joined the Board because he wants to be involved in moving the industry forward so that it is sustainable into the future.

Brett Collins – board member

Charlie Natale – NEW board member

Steve joined the Fresh State Board with this perspective and to be a voice for wholesalers. With 35 years of martial arts experience, Steve also runs a karate school and is a keen Essendon supporter.

who’s who at FSL:

Steve Grillo – board member

THE GRAPE HOUSE Phillip has been in the fresh produce industry since he was 16 years old and brings a wealth of heart and soul to the Board. A well respected member of the team, Phillip is also involved in leadership roles with his local football club and the wider community. When not at the market, Phillip enjoys water skiing and keeping up to date with what his teenage children are up to.

PERFECTION FRESH With a passion for marketing and communication it is no coincidence Brett heads up the team for the Fresh State of Affairs Magazine. As the General Manager for Southern States at Perfection Fresh, one of the largest wholesaling businesses nationally, Brett also provides the Board with a corporate approach to marketing and wholesaling that is well received.

around the markets:

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01. Tim Barker and Loi Nguyen. 02. 3 ‘Moustache-teers’ Joe, Rocky and Robert Apted. 03. F ather and Son Team Mark and Emilio Lorenzetto. 04. Fred from Mildura Fresh with Angelo from LA Produce. 05. Tony chillaxes from Betta Produce. 06. Joe Ruffo and John Roach. 07. Jo Nardella from LA Produce. 08. Enzo and Phil from Altona Fresh Fine Foods.

09. Horace from HC Produce with Veli from Veli Velisha. 10. John Rose and Phung serving excellent coffee from Jimmy’s Cafe. 11. Frank, Ralph and Tony. 12. R aj from Coolibah Herbs heads to the FSL members meeting. 13. Ossi Prestia (middle) feeling the love from the Ponte boys Mick, Lou and Vince. 14. Chris from Foodbank comes to the market looking for donations every Monday, Wednesday & Friday 7am to 9am. 15. Sisayu from Moraitis.

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mushroom special:

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the wonderful world of mushrooms ADVERTISEMENT

Store 179-180 Melbourne Markets Email: gramcoadmin@bigpond.com Contact: 03 9689 1390 or contact Wes on: 0433 889 929 for all varieties of mushrooms including wild.

Originally grown in disused railway tunnels under Sydney in the early 1930’s, the mushroom industry then moved to the Hawkesbury district where growers created the first raised beds in open fields, covered by straw and hessian bags. Mushroom crops remained a seasonal crop in Australia, produced during the cooler months until modern mushroom farming techniques started to infiltrate the country in the 1960’s. ADVERTISEMENT

The commercialization of mushroom growing has taken its time to ‘bed in’ in Australia. In the 1970s, most mushrooms eaten in Australia were sold in cans. Today, we eat 95% of our mushrooms fresh! James Loe from Mushroom Mania says that there is a much wider variety of mushroom available these days and just more of them around. “Mushrooms used to be hard to source” he says. “Now the growers are larger and techniques better suited for bulk supply”. Wes Arnott from GRAMCO, who has been in the mushroom industry for twenty years agrees. He has seen the big growers getting bigger and the small ones either disappearing or moving into niche markets. “There are now more outlets which means less pricing power” he says. “There used to be wild swings in supply and demand but these days it is more even with a slight tendency for oversupply”. Back in 1978, Aussies were eating just 600 grams perperson per-year, while today this figure has jumped to over 3.2 kilograms per head (more than twice U.S. consumption). During the same period, domestic production of white button mushrooms has grown from 6,000 tonnes to 65,000 tonnes — an output valued at $400 million, which makes mushrooms the sixth mostvaluable horticultural industry in Australia (ABS) with 80% of Australian households regularly purchasing fresh mushrooms. While there are virtually no mushrooms being exported from Australia, just-under 6,000 tonnes are imported yearly — mainly as canned-goods coming from China.

STORE 169-170, MELBOURNE MARKETS Email: jloemania@hotmail.com Tel: 03 9687 7510 Fax: 03 9689 7738 or contact Jim on 0403 253 689

ed g you ne s. in h t y r e v m For e mushroo t u o b a w to kno ed pre pack d n a h s e Fr ailable. v a s ie t ie var STORE 332-334 MELBOURNE MARKETS TEL: 03 9689 1212 Email: brpwholesalers@bigpond.com Contact: Simon Maugeri on 0407 550 265 ADVERTISEMENT

Only in the last decade have scientists discovered something that Asian cultures have known for thousands of years — that mushrooms have an amazingly positive impact in treating most of societies’ problem-diseases. Market research in Australia and other Western markets shows that, when consumers become aware of the mushroom’s healthful properties, they report plans to alter their purchasing behaviour in the future to include mushrooms more regularly in their diet. Vitamin-D insufficiency is predicted to emerge as the world’s leading major public health issue over the next decade. Another demand boost promises to come from new technology that makes mushrooms the only fresh food with an ability to supply 100 percent of the daily human-requirement for vitaminD in just a 100g-serving (three button mushrooms). While consumer demand for the mushroom is expected to remain firm, profitability for growers will remain under extreme pressure, as costs for all key inputs continue to

rise faster than the returns. Energy, water, and raw-material costs are set to explode over the next few years, resulting in further rationalization for less-efficient growers. Grower numbers have dropped from over 200 in the 1970s to only about 75 operating today, with just three companies producing over 50 percent of the total crop. This trend is expected to continue over the next decade. The adoption of modern growing techniques over the past twenty years has seen farm productivity double, but resources for research-anddevelopment and investment are dwindling on a global scale throughout the Western world. It therefore seems unlikely that we will continue to see such significant gains in the decade ahead. Investment in improving the supply chain and expanding promotional programs is most likely to yield the best returns by increasing consumer knowledge of the health benefits of mushrooms and providing shoppers with a consistently better product in the retail environment.

The industry is made up of large and small family-run operations, many of whom are now entering their third generation in the business. Corporate mushroom farms have been spectacularly unsuccessful in the mushroom business all around the world, though many of the biggest and best have tried. Mushroom-growing is a very difficult and expensive business. The penalty for failing to “get it right” can be devastating, the attentionto-detail required is extreme, and even the best and most-experienced growers can succumb to financial disaster in the blink of an eye. The future of the mushroom industry in Australia looks positive for those families that have the skills, dedication, nerve and passion to participate in it. Content courtesy of Greg Seymour from Australian Mushroom Growers Association.

Melbourne Wholesale Market 542 Footscray Road West Melbourne VIC 3003 Kevin Komen Damian Taranto

0408 228 851 0401 054 654

Melbourne’s home for Mushrooms Full range of loose white & swiss brown buttons, cups, flats, sliced as well as white & swiss brown pre-packs available everyday.

www.costagroup.com.au

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mushroom varieties

We surveyed our leading mushroom wholesalers in the market to come up with the TOP 10 most popular mushroom varieties sold in the market. WHITE CUPS The most popular mushroom sold in the Melbourne Wholesale Markets. With its firm texture and intense flavour it is best sliced, diced or quartered and cooked to obtain maximum flavour. Suitable for all cooking methods and highly rated in soups, sauces and casseroles.

WHITE FLATS

WHITE BUTTONS

Also known as Champignons.

Also known as Field, Breakfast, Barbecue and Jumbo Flats.

Generally a smaller mushrooms, the cap of the button is always tightly closed around the stem and it has a firm, delicate texture.

Caps opened out flat, exposing dark gills. White Flats have a dense, spongy texture and an intense, robust flavour. It is best served cooked, especially good roasted or barbecued and ideal for tempura, tapenade and sauce.

A mild flavour that intensifies when cooked, this mushroom is also eaten raw, whole or sliced and ideal for salads, stir-fries, skewered, risotto, pizza toppings, pasta dishes and barbecued.

PORTABELLA

Essentially a Swiss Brown left longer to grow so it opens out flat, exposing dark, fragrant gills.

SWISS BROWN Closely related to White mushrooms above, with similar shape and size but a tan to dark brown colour.

Has a firmer texture with less moisture content, so they hold their shape well when cooked. Flavour is deeper and more earthy than white mushrooms. Delicious marinated for antipasto, or slice and dice for pasta, pilafs, risottos, ragouts, pies or curries.

It has a dense, firm, meaty texture and a deep, rich flavour. Perfect for vegetarians wanting a meat substitute - ideal for grilling and roasting or on the barbecue as a â&#x20AC;&#x2DC;meatlessâ&#x20AC;&#x2122; burger and as a mini-pizza base.

OYSTER VARIETIES With a fluted, oyster-shell shape, there are numerous varieties ranging from pearly-white to yellow, pink, grey-brown and purplish-brown available in Australia. Oyster mushrooms have a soft texture, with succulent flesh. They can be eaten raw or cooked and have a delicate, subtle flavour and velvety texture which absorbs other flavours during cooking.

They are best cooked quickly over high heat and team well with seafood, chicken, veal and pork. Add to soups and noodle dishes, or crumb and deep-fry.

ENOKI

A Japanese origin, now grown in Australia. Beige to creamy white in colour, with long, thread-like, edible stems topped with a tiny button cap. Has a firm, crisp texture and a mild, fruity flavour. Best eaten raw in salads, sandwiches or rice paper rolls or added to soups, omelettes or risottos just before serving.

Itâ&#x20AC;&#x2122;s tender yet dense texture and rich, robust flavour makes it ideal to team up with white and red meat, seafood, pasta and rice.

Now grown fresh in Australia. Broad, tan to dark brown umbrella-shaped cap with tan gills and slender stems. The meaty flavour and distinctive aroma intensifies the longer they are cooked. Match with stronger flavoured meats such as duck, venison or aged beef. Also suitable for stir-fries, braises, soups and sauces.

KING BROWN Part of the Oyster mushroom family, this is a new species cultivated in Australia. Not the prettiest of mushrooms, the King Brown has a stout form, with short gills and thick tender stem.

SHIITAKE

SHIMEJI A Japanese variety that grows naturally on fallen oak, beech and elm trees. Only one variety is cultivated and available fresh in Australia. The stems are almost white, with small brown-grey caps that become paler as the mushroom matures.

With a delicate, mildly sweet, nutty flavour it can be added to stir-fries, sauces, soups, broths and noodle dishes.

top ten:

mushroom special:

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issue 20

Makes: 8 Cooking time: 20 minutes Ingredients: 8 large cups Mushrooms 2 tablespoons olive oil Salt and pepper, to taste 100g fresh ricotta cheese 40g mozzarella cheese, (grated) 2 tablespoons basil pesto Method: • Preheat oven and a baking dish to 220°C. • Remove stems from the mushrooms. Place mushrooms cup side up into the hot baking dish. Drizzle each mushroom with a little olive oil and season with salt and pepper. • Place mushrooms into the oven and roast for 8-10 minutes until mushrooms are just tender. • Remove baking dish from oven and crumble over the ricotta, sprinkle with mozzarella. Return dish to the oven and bake 3-4 minutes until cheese is melted. • Drizzle pesto over each mushroom and serve.

Costa Farms have seen opportunities in the mushroom industry and tapped into it, now boasting the largest mushroom facility in the Southern Hemisphere. Kevin and Damien from Costa Farms show off their mushrooms on the market floor.

Cheesy Baked Mushrooms A perfect nutritious snack after a long shift sourcing or selling produce on the Market floor … Or try these suggestions from our Market Experts: • James from Mushroom Mania suggests Mushroom Risotto. • Damien from Costa Farms can’t go past leek and mushroom soup. • Simon from BRP says that plain and simple is the way to go “fry in butter with herbs and then the full flavour of the Swiss Mushroom is captured.”

february 2014

who’s new at mmcs:

Who’s new at There are some new faces at the Melbourne Markets Credit Service, and we welcome them to the team.

TANIA KINGI

LISHA TENISELI

Customer Service, MMCS

Receptionist, MMCS

“The market is an amazing atmosphere. It is it’s own buzzing city down there” says Tania who has been working in the Credit Service for the last year. From New Zealand (Bay of Plenty) Tania spent 14 years working for the corporate company Fisher and Paykel Health Care before deciding on a sea change and moving to Australia.

Born in Samoa and raised in New Zealand, Lisha, her partner Filex and her two young children moved to Australia eighteen months ago and she has been working at the Melbourne Markets Credit Service for the last year.

Many of you would have spoken to Tania in the accounts section of the Credit Service team, looking after distribution as well as providing excellent customer service to members. She also coordinates the gas invoicing and can be found filling in at the Gas Station from time to time. In her down time, Tania enjoys participating in team sports such as touch football, socialising with friends and enjoying life in general.

As receptionist, Lisha’s friendly smile is the first point of contact at the Fresh State office and she also provides administration support to the Credit Service. Lisha enjoys getting to know the businesses and people at the market as well as the camaraderie she shares with her colleagues. Lisha is the lead singer in the Assembly of God Band in Deer Park, her favourite colour is yellow and she can often be found with a Frangipani (aka Pua) in her hair, bringing a splash of colour into the office.

Data Fresh is a price reporting service that discloses the wholesale price of fresh produce being sold by Melbourne Market wholesalers and growers on a daily, weekly, monthly or quarterly basis. In fact the system is even more flexible than that and is able to provide a report specific to your requirements depending on regularity, season and can even drill down to the type of produce you require information on. Data Fresh price reporting is used by a range of businesses from growers, wholesalers and retailers through to government bodies and industry associations. For further information please contact the Fresh State office on 03 9689 3233.

OF AFFAIRS

issue 20

february 2014

Some of the many Cool Dynamic features in the new Flavorite warehouse include:

delivers world class facility for Flavorite Cool Dynamics Refrigeration wishes to congratulate Flavorite Marketing on their new state of the art storage facility at Ravenhall, Victoria. Highly regarded in the fresh produce industry, Cool Dynamics know what they are doing when it comes to world class industrial refrigeration systems so it is no surprise the new Flavorite warehouse facility has the Cool Dynamic stamp of approval. “Cool Dynamics are experts in the ripening side of things,” says Cameron Nichol at Flavorite. “We have worked with them for a number of years and they are reliable and provide good product support”.

Cool Dynamics are experts in the ripening side of things.

And with the move to the new Epping Market site not far away, it is a smart move by Flavorite to get the ball rolling and start upgrading systems. “We have the experience and the technology to ensure cool rooms in this industry are up there with the best in the world,” says Operating Director Phil Dodds at Cool Dynamics.

1. Energy efficient motor control operation producing reduced operation costs. 2. Energy efficient Led lighting. 3. Temperature controlled plant room. 4. Computerised monitoring system with remote access. 5. Ethylene ripening system. 6. Multi Temperature operation capabilities of 2 to 15 degrees in all conditioning and storage rooms. 7. 24 hour temperature alarm monitoring operation.

“We are able to work with other leading businesses as a team to provide an excellent finished product like the Flavorite model which is a win win for the whole industry.”

T: 03 9775 1244 F: 03 97082662 E: admin@cooldynamics.com.au www.cooldynamics.com.au Operating Directors: Phillip Dodds 0417 724 728 Troy Adams 0418 598 523

Cool Dynamics welcomes their NEW Electrical Division to the Melbourne Wholesale Markets:

T: 1800 772 753 E: admin@cooldynamicselectrical.com.au www.cooldynamicselectrical.com.au Electrical Managing Director: Michael Hibbert

Top: Temperature conditioned Main Process, Packing and Storage area. Left: 5x2 tier Humicool high humidity conditioning and ripening facility. Above: Temperature conditioned plant room.

A Brady Insulated Panel System Brady Insulated Panel Systems (Brady IPS) is a family owned and operated company based in Melbourne, specialising in the design and construction of temperature controlled hygienic environments used in cold storage and food processing facilities.

In September 2013, Brady IPS commenced construction on the insulated panel and door works for Melbourne Wholesaler Flavorite Marketing for their new site at Ravenhall. The project incorporated five (5) two tier ripening room chambers, two coolrooms, large packing area, loading bay and external refrigeration/electrical plant room.

Brady IPS incorporated a highly insulated composite building panel for both the walls and ceilings with custom built insulated doors to best suit the specific requirements. ADVERTISEMENT

Each area required specific temperature control, Brady IPS incorporated a highly insulated composite building panel for both the walls and ceilings with custom built insulated doors to best suit the specific requirements of each of these areas. Paul Brady, Director at Brady IPS said that prior to the commencement of the project they spoke to the management at Flavorite Marketing and recommended a complete fit out system that provided savings with on going energy costs, state of the art automated door systems for operational efficiency including a true gas-tight seal for the ripening room chambers, Microban® finish on the walls and ceilings to optimise hygiene control. “Flavorite Marketing embraced all these new technologies and today has arguably the most advanced and modern temperature controlled storage and packing facility in the industry.” says Paul. “We are very proud to say we have successfully completed such a major component of this project”. Cameron Nichol, a Director at Flavorite says they chose Brady IPS for the project due to the company’s quality reputation. “Not only is their (Brady IPS’s) workmanship top notch but they also have innovative design features that have not been seen in Australia before” he said. Cameron says the completed project is high class.

• Complete Facility Fit Outs • ‘FM’ Approved Systems • Cool Rooms • Production Areas • Coving Systems • Custom Manufactured Insulated Doors • Controlled Atmosphere / ULO Rooms • Preventative Maintenance Solutions • Ongoing Maintenance

Call: 1300 884 090 www.bradyips.com.au info@bradyips.com.au

brady ips:

The Red Door says it all –

the real cost of perfect food:

OF AFFAIRS

The real cost of perfect According to the recently released National Food Plan, it is estimated that a whopping 30 to 50 per cent of all food produced on the planet is not eaten. In Australia, on average each person generates roughly 360 kilograms of food waste every year. These figures are staggering. In order to feed an ever growing population, we cannot just continue to strive for greater production efficiencies without ignoring the issue of food waste. There are various reasons for food wastage that occur. For many of us, food that goes off in our refrigerator before we get to eat it or left-overs from restaurants that get discarded are the obvious ones.

It takes a lot of effort and costs a lot of money to grow the perfect piece of fruit and vegetable. It takes even more effort to grow an entire field of exactly the same perfect fruit or vegetables. However a significant degree of waste is also occurring as a byproduct of our seemingly insatiable demand for fresh produce that looks perfect, has consistent eating quality and is of perfect size and colour. Much of this waste is not even taken into account in the quoted figures above. Fresh produce that does not meet a required specification is often discarded before it even leaves the field. Perfectly good food is rejected for a minor blemish or for being the wrong colour, size or shape. Further, growers are having to go to extraordinary lengths to produce this “perfect” produce; investing heavily in complex growing systems and fighting a battle they can never win completely to iron out the “imperfections” of nature. It takes a lot of effort and costs a lot of money to grow the perfect piece of fruit and vegetable. It takes even more effort to grow an entire field of exactly the same perfect fruit or vegetables. I would like to share the story of how Australia’s apple growers are tackling this challenge: 1. During winter, apple growers around the country begin a yearlong challenge of fruit production. They take care of post-harvest nutrition to ensure that the trees have plenty of reserves as they go into dormancy. They begin the process of winter pruning, which goes on for many months as every single tree in an orchard is pruned by hand.

food

By the very essence of demanding consistency of product, are we as a result creating a more mediocre eating experience?

2. Modern orchards are planted at very high tree densities with dwarfing rootstocks to enable greater control over tree vigour and allow for pruning trees to a shape that allows for even light distribution throughout the canopy. This is critical in achieving even colour distribution and fruit ripening. The amount of fruit that each tree carries directly affects the size of the fruit. For example, growers strive to grow a Pink Lady apple of a 75 mm diameter, because this has been shown to be the size of apple that consumers are looking for. Apples significantly bigger or smaller than this just won’t sell as well. 3. As we head into spring and the first blossoms appear, some growers may also consider a process of root pruning, where the tree roots are gently ripped to reduce tree vigour and improve consistency of yields from one year to the next. Bee hives are introduced into orchards to assist with pollination. Good pollination is critical in achieving target yields and the target number of fruit per tree. 4. Then growers assess the numbers of flowers and viable fruit buds. On many trees, various methods of fruit thinning are then required to reduce the crop load. This is usually achieved through a mixture of chemical applications of plant hormones to induce some shedding, followed up by hand thinning. This is another manual process that occurs during spring, where excess fruit is individually picked off each tree and thrown onto the ground. 5. Growers also closely monitor pests and diseases and use integrated pest management techniques to minimise any damage to fruit. In the heat of summer, sunscreen may even be applied in periods of extreme heat to minimise the effects of fruit sunburn (a special food-safe fruit sunscreen)! Often extremely expensive netting structures are used to avoid damage from birds. 6. Closer to harvest, if fruit size is a problem growers will adjust their water and nutrient management accordingly, and also may consider a second hand-thinning. Many growers also roll out a reflective matting onto the ground surface that helps reflect light into the

lower canopy and improve evenness of fruit colour. 7. At harvest, all picking is done by hand, to ensure fruit is not bruised or damaged. At this point, any obviously blemished, pale, misshapen or poorly sized fruit is discarded straight onto the ground. Fruit is picked at the correct ripeness for its storage needs, then immediately cooled as quickly as possible to ensure it is maintained at optimum freshness. 8. Fruit that is identified to be at risk of not storing well will be sold straight away. Fruit that is to be stored for longer will be kept in high tech cool rooms where gas levels and moisture levels are controlled to ensure maximum fruit quality after storage. 9. At the point of packing, growers have to aim for at least a 90% pack out rate (at least 90% of the fruit they supply to the pack house will be sold as first grade fruit). This fruit needs to be of the optimum size range to get the best returns. If the pack out rate is low or if they get the sizing wrong, they will be losing money. The returns on second grade fruit going to juice or processing just aren’t enough to tip this balance. All their activities throughout the year are targeted towards providing a product that is deemed in demand by the general consumer. This is referred to in the industry as the “mars bar fruit” – something that looks and eats exactly the same every time, no matter what part of the tree or orchard it comes from. This story is not unique to the apple industry. It is across all fresh fruit and vegetable production. Is all this effort and in-field wastage really necessary? Furthermore, by the very essence of demanding consistency of product, are we as a result creating a more mediocre eating experience? Are we providing a consistently good product, but missing out on the surprise experiences that occur through natural variability and complexity? What do you think? by Susie Green. Follow Susie’s blog at www.farmingunlocked.com.au

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Ross Ferrinda

Q & A:

issue 20

february 2014

Ferrinda Fresh stocks beans, peas, sweet corn, zucchini, snowpeas and eggplant. They are looking forward to growing their business, the move to Epping market and continuing to be a market leader in what they do.

Works:

My first job was:

As a Wholesaler and Company Director for Ferrinda Fresh. Lines: beans, peas, sweet corn, zucchini, snowpeas and eggplant.

Being a qualified Chef.

Suburb where I live: Sunbury. Most of my day is spent: Working.

My fondest memory is: Diving the wreckage of the HMS Hermes off the coast of Sri Lanka which was the first purpose built air craft carrier that sunk in battle in World War II. The aspect of my job I Iike the most is:

A new ‘A Store’ has opened up on the South side of the market which has had everyone talking – it’s not everyday a new store comes to town.

The football team I barrack for is:

Ferrinda Fresh moved across from the growers floor in May and are now travelling full steam ahead after adjusting to the perks that owning an ‘A Store’ has to offer. Ross and his brother Tony head up the business with the help from sister Liz in the office.

My favourite Melbourne Market moment was:

Ross has been working in the market for 19 years having started as a merchant selling his dad’s Gippsland beans and snow peas on the growers floor. “In the Summer I would sell dad’s produce and in the Winter I would work for an A or B Store business” says Ross. Ross was inspired by these wholesalers to start a business of his own and set off to acquire his own clientele. “I travelled to Queensland and sought growers” he said. “I spent a lot of time travelling and built up the business from there”.

Hardworking.

Work and family.

As I have grown older I have learnt:

My business associates would say that I:

Patience.

Ask my brother on that one!

If I described my business to a stranger I would say:

When I was a child I wanted to be:

We sell vegetables on behalf of farmers to fruiters – we are the middle man.

A Movie star – we all want to be famous.

A chef by trade, Ross doesn’t regret one moment in the Market as it provides him with the time required to follow his number one passion – diving. “I train weekly so I am fit enough to dive” he says. “I love cave diving, wreck diving and technical diving”. Add fishing and hunting to his list of passions, and Ross Ferrinda is a busy man enjoying the great outdoors. “I don’t like the city at all” he says. “I am a country boy at heart”. As for Ferrinda Fresh, Ross says they are looking forward to growing their business, the move to Epping market and continuing to be a market leader in what they do.

Collingwood.

Buying this A Store. The quality I respect most in a person is:

The qualities I most enjoy about Melbourne Market are: The family atmosphere and friendships – this place has a life of its own that you take for granted. The pets I have are: A dog – Weimaraner called Beretts. In my spare time I enjoy: Technical diving, fishing and hunting.

Variety of people we deal with and the challenges we overcome regarding supply and demand. The thing I dislike the most is: Bad creditors. I am passionate about:

The place in the world I would most like to go is: Mexico – the best cave diving in the world. The thing a lot of people don’t know about me is: I love cave diving. My favourite fruit or vegetable is: Corn.