Costa rebrands mushroom range

Australian mushroom industry votes to keep levy

The Australian mushroom industry has voted to maintain the current statutory levy, but not without recognising the need for changes. The results of a ballot, held over the past month or so, showed just under 82 per cent of votes were in favour of retaining the research and development levy, while just under 79pc of votes were in favour of keeping the marketing and promotions levy.

Australia's largest mushroom producer, Costa Mushrooms, used its right as a levy payer to call for a vote on the Mushroom (Agaricus) Statutory Levy in November. The ballot asked levy payers to provide their support for the abolishment of the marketing component of the mushroom levy, as well as to provide their support for the abolishment of the research and development component of the mushroom levy. About 72pc of levy payers voted in the ballot.

The Australian Mushroom Growers Association (AMGA), encouraged all levy payers to have their say, and participate in the voluntary postal vote.

Costa launches Mush-Boom
While this was underway, the Costa Group has consolidated its mushroom range from three brands to one with the launch of Mush-Boom. The new name goes along with the tagline: "Rescue your meals from boring", and has a user-friendly website with recipes and nutrition information.

The creative agency, Principals, was brought in to help with the redesign. Principals creative director, Pip Ireland, said the business's aim was to bring the "boom" to mushrooms by creating a brand - and a name - full of personality.

"This was achieved by showcasing the mushroom's diversity of use and flavour. The brand needed to appeal to both young and old, with research and insights helping to inform the bold new positioning," Ms Ireland said.


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