Production and Marketing of Mushroom:

Global and National Scenario

Dr. Brij Lal Attri

Principal Scientist (Horticulture)
Royse (2016)
 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

Mushroom
Producers Super Market

Other produce

Wholesale distributor
1/7/2019 4
 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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1/7/2019 6
  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
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million in 2013 (Present $38,320.15) 7
 Major Mushroom Producing Countries

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Top Ten Mushroom Producing Countries

Production
Rank Area Production (MT)
(Int $1000)
1 China 9,291,928 5,150,000
2 Italy 1,416,342 785,000
United States of
3 700,864 388,450
America
4 Netherlands 553,907 307,000
5 Poland 396,936 220,000
6 Spain 263,421 146,000
7 France 210,329 116,574
Iran (Islamic
8 158,188 87,675
Republic of)
9 Canada 147,949 82,000
10
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United Kingdom 131,891 73,100 9
 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
30
Mushroom
Production (kg)
25
World Population

20
Expon. (Mushroom
Billion

Production (kg))
15
Linear (World
Population)
10

0
1970 1980 1990 2000 2010 2020
Global
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Per capita mushroom availability increased from 0.25 kg to 13
6.0 kg in 4 decades
China contributes 35.00 2000
about 80 % to

Mushroom production in Million Ton

world mushroom 1800
30.00
production 1600

Population in Millions
Mushrooms- Fifth 25.00 1400
largest agriculture
1200
sector in China 20.00
1000
>25 million farmers 15.00
(4 %) involved with 800
mushrooms 10.00 600
• 1978 - 60,000 tons 400
• 2014 - 21,696,800 5.00
200
tons
• 2017- 33,000,000 0.00 0
1960 1980 2000 2020
 25 In India
value at 22
20 present
kg/person/year

is what 16
15 it was in
China in
10
10 1980, i.e.
about
5
5 0.08 kg
2
0.06 0.5
0
1978 1986 1994 2000 2006 2010 2014
1/7/2019 16
 Trend of World Mushroom
Production (million tons)

3.41 million tons

0.3 million tons

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 World Mushroom Export
and Import (million tons)

0.482 million tons

0.014 million tons

tons

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 Major Leading Exporter of
Mushrooms
Poland,
Netherland,
Ireland,
China and
Belgium
Exporter

Importer

UK, Germany,
France,
Netherlands,
Belgium,
Russian
Federation &
1/7/2019 Japan 19
 World Processed (Canned and Dried) and
Fresh Mushroom Export (million tons)

0.69 million tons

0.04 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
Production/Consumption(tons)

1600000

1400000
Import (tons)
1200000
Production (tons)
1000000

800000

600000

400000

200000

0
China USA Netherland
Largest mushroom producer and consumer

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 Fresh and Processed Agaricus
mushroom sale in US (million tons)

84%

75%
16 %

25 %

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 Mushroom Trade in European
Union
County Production Export Import Consumption
(metric tons) (metric tons) (metric tons) (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  Per capita consumption is very

Country 1996 2016 high (about 3.5 kg) in EU countries
European Union
UK 3.35 3.81
 Highest per capita consumption
Belgium 3.90 4.77
Netherlands: 12.62 kg
Netherlands 2.80 12.62
Ireland: 7.05 kg
Germany 3.83 4.27
Belgium :4.77 kg
Italy 2.60 3.56
France 3.03 3.58
Spain - 4.11  Capita consumption of mushroom
Denmark 2.90 4.22 in India has increased from 42 g to
Ireland - 7.05 80 g in last 10 years (2006-2016)
Poland - 1.35
USA - 2.27  However as per Indian estimates
Canada - 2.71 per capita consumption in India is
Japan - 1.60 about 90 g
China - 14.16
India 0.025 0.082
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1/7/2019 27
 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

Mushroom Retailer/
Producers consumer

Other produce
Wholesale Supermarket
distributor

Not well organized, simple system with its own limitation

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 Whether mushroom
Cont… is vegetarian or
non vegetarian?

 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

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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
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organisation
 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

1/7/2019 Create distributors for big cities. 34
 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
1/7/2019because all have got a peak flush during a week. 36
 Summary

Visit to Website:
http://usda.mannlib.cornell.edu
http://www.prb.org
http://www.mushroombusiness.com
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 For details contact

Email : attribl_cith@rediffmail.com

Mobile : 9456553718

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