Cultivating Success

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					Cultivating Success

     All Round Goodness Since 1932
    All Round Success
    Now in its fourth generation of family ownership, Loveday Mushroom Farms
    is an enduring example of pioneering vision, entrepreneurial spirit and
    inspired leadership.

    Riverbank Beginnings                              of space planted. While the market was
    In 1929, Fred Loveday was a busy                  small (mushrooms were initially sold to
    Winnipeg bricklayer, plying his trade as          restaurants, private clubs, fruit markets and
    a skilled contractor. On the brink of the         department stores in downtown Winnipeg)
    Great Depression, he was commissioned             and the economy weak (depressed
    by a group of business people to build            agricultural prices were forcing people off
    a mushroom growing facility on the St.            the land and into the city) there were still
    Boniface side of the Red River, just south        plenty of reasons to endure.
    of the St. Boniface Hospital.
                                                      In the 1930s, new developments in white
    With a cheque for 25 percent of the               mushroom spawn made it easier and
    construction cost in his pocket, Fred set         more profitable to grow mushrooms
    about building Manitoba Mushroom                  commercially. In 1939, as the Great
1   Growers’ riverbank structure at 27                Depression lifted and countries around
    Marion Street. By the time the building           the world committed to war, Manitoba
    was completed, the consortium’s funds             Mushroom Growers continued to expand
    had dried up and Fred was left with little        with the production and distribution of
    recourse but to take the group to court.          products to local customers.
    A judge awarded Fred sole ownership
                                                      Fortuitous Move
    of Manitoba Mushroom Growers, a
    development that presented the unlikely           By 1947, Manitoba Mushroom Growers
    and untrained mushroom farmer with                had outgrown its Marion Street facility
    both challenges and opportunities.                and new property was purchased at 556
                                                      Mission Street in the north St. Boniface
    Reasons to Endure                                 industrial area. In 1949, the first buildings
    For two years, Fred and his son Bert worked       were erected at the site and mushroom
    at spawning and growing mushrooms in              growing began. The move was fortuitous
    the darkened structure kept moist by river        because a year later the Red River flooded,
    water. By 1932, in their first official year of   causing significant damage to the Marion
    operation, the pair had perfected production      Street location. With production eventually
    and was yielding more than 3,800 pounds           consolidated at the Mission Street site,
    of mushrooms from 6,600 square feet               Bert Loveday set to work developing
                                                      the business and enhancing Manitoba
                                               3      Mushroom Growers’ market presence.
                                                      Pioneering Vision
                                                      The 1950s was a decade of promise and
                                                      prosperity for the Canadian mushroom
                                                      industry. As a result of consumer demand
                                                      for mushroom variety and value-added
                                                      products, new market opportunities arose
                                                      for Manitoba Mushroom Growers. In
                                                      1953, the company launched a cannery,
                                                      packaging and selling mushrooms under
                                                      the Morning Fresh label.
                                                      1. Fred Loveday overcame early challenges
                                                         to thrive as a mushroom farmer.
                                                      2. The first farm was built on the banks of
                                                         Winnipeg’s Red River.
                                                      3. The Marion Street location sustained
                                                         damage during the 1950 flood.
 Winnipeg Tribune Collection, U of M Archives & Special Collections
                                                                                                                              1929                          1965
                                                                                                                              Fred Loveday, a Winnipeg      While attending an
                                                                                                                              bricklayer, is contracted     international mushroom
                                                                                                                              to build a mushroom           congress in Europe,
                                                                                                                              farm on Marion Street         Fred embarks on a
                                                                                                                              in St. Boniface. When         fact-finding trip to British
                                                                                                                              the owners default on         farms. His experience
                                                                                                                              payment, Fred sues and        leads him to convert
                                                                                                                              the court awards him          Loveday Mushroom
                                                                                                                              ownership of the land         Farms from shelves to
                                                                                                                              and buildings.                trays to take advantage
                                                                                                                                                            of mechanization and
                                                                                                                              1930                          labour savings and to
                                                                                                                              Fred launches his             switch from topsoil to
                                                                                                                              mushroom growing              peat moss as a casing
                                                                                                                              business as Manitoba          material.
                                                                                                                              Mushroom Growers.
                                                                                                                              Fred’s son, Bert, joins
                                                                                                                              his father in running the     The company closes its
                                                                                                                              burgeoning operation.         Winnipeg cannery.
                                                                                                                                                            While the Calgary market
                               4                                                                                              1932                          is growing, the cost of
                                                                                                                              Manitoba Mushroom             labour, materials and
                                                                                                                              Growers marks its first       services proves too high.
That same year, Bert’s son Fred joined the                                                                                    official year of operation.   Operations there are
company after graduating with a Bachelor                                                                                                                    closed.
of Science degree in Biology from the                                                                                         1947
                                                                                                                              The Marion Street             1986
University of Manitoba. His educational                                                                                       property is getting too       Fred’s son, Burton, joins
background reflected the emerging                                                                                             small so a larger location    the firm after graduating
importance of agricultural science in                                                                                         is purchased on Mission       with a Bachelor of Science
                                                                                                                              Street in the north St.       degree in Biology from the
commercial mushroom growing.                                                                                                  Boniface industrial area.     University of Winnipeg.

In 1955, Bert joined five other national                                                                                      1950                          1989
growers in founding the Canadian                                                                                              The Red River floods          To boost composting
Mushroom Growers’ Association.                                                                                                a sizable portion of          capabilities, the company
                                                                                                                              Winnipeg. The former          switches to bulk Phase II
Their pioneering vision helped cultivate                                                                                      property on Marion Street     production.
Canada’s thriving mushroom industry.                                                                                          is deluged and significant
                                                                            5                                                 damage is done to the         1994
Expansion & Innovation                                                                                                        buildings.
                                                                                                                                                            Fred retires and Burton
When Bert suddenly died at work in                                        Alberta city in 1961. Because the name                                            assumes leadership of
                                                                                                                              1953                          the company.
1956, 24 year-old Fred took over the                                      Manitoba Mushroom Growers didn’t                    Bert’s son Fred joins the
                                                                                                                              company after graduating      A pre--wet machine is
company and for the next 38 years                                         suit the new location, the company was              from the University of        installed, resulting in a
his entrepreneurial spirit steered the                                    renamed Loveday Mushroom Farms Ltd.                 Manitoba with a degree        20 percent increase in
                                                                                                                              in Biology.                   mushroom production.
firm toward market expansion and
                                                                          While attending an international mushroom           A cannery is established
operational innovation.                                                                                                                                     1999
                                                                          congress in Europe in 1965, Fred took a             and mushrooms are
                                                                                                                              packaged and sold under       The farm doubles its
To take advantage of emerging opportunities                               side trip to Great Britain to study farming                                       Phase II capacity.
                                                                                                                              the Morning Fresh label.
in the Calgary market, Fred opened a                                      methods there. He discovered that                                                 Burton is elected to the
mushroom farm east of the burgeoning                                      operational efficiencies could be achieved          1955                          board of directors of the
                                                                          through mechanization by converting from            The original Marion Street    Canadian Mushroom
                                                                                                                              location is sold.             Growers’ Association.
                                                                      6   shelves to trays and switching from topsoil
                                                                                                                              Bert joins Jeff Gahm,
                                                                          to peat moss as a casing material. Back             Jimmy Gahm, Lloyd             2003
                                                                          in Canada, Fred set to work making the              Leaver, Bob Flood and         The company invests
                                                                                                                              Bob Jones as founding         $1 million to switch to
                                                                          changes that improved production.                   members and directors of      bunker Phase I production.
                                                                                                                              the Canadian Mushroom         The shorter composting
                                                                          Changing Times                                      Growers’ Association.         cycles virtually eliminate
                                                                          Throughout the 1960s, Loveday Mushroom                                            anaerobic conditions
                                                                                                                              1956                          that cause odours.
                                                                          Farms experienced growth in the Calgary
                                                                                                                              Bert dies suddenly            Burton is elected
                                                                          market. By 1969, however, the high cost of          at work. His son, Fred,       President of the
                                                                          labour, materials and services caused by the        takes over as general         Canadian Mushroom
                                                                                                                              manager at the                Growers’ Association.
                                                                          Alberta oil boom compelled Fred and his
                                                                                                                              age of 24.
                                                                          managers to close the Calgary operation.                                          2004
                                                                          That same year, Loveday’s Winnipeg                  1961                          The farm’s bunker Phase I
                                                                          cannery closed in response to increasing            Manitoba Mushroom             bunker construction
                                                                                                                              Growers expands to            is completed.
                                                                          consumer demand for fresh mushrooms.                Calgary, Alberta. The
                                                                                                                              corporate name is             2007
                                                                          4. Fred Loveday, Bert’s son, brought a scientific   changed to Loveday
                                                                                                                                                            Loveday Mushroom
                                                                             approach to mushroom farming.                    Mushroom Farms.
                                                                                                                                                            Farms celebrates
                                                                          5. Bert Loveday contributed greatly to Canada’s     Fred is elected to the        75 years of success
                                                                             mushroom industry.                               board of directors of the     as Canada’s oldest
                                                                          6. The Loveday name is backed by a heritage         Canadian Mushroom             continuous producer
                                                                             of quality.                                      Growers’ Association.         of mushrooms.
Four Generations                               Advanced Technology
Fred’s son Burton became the fourth            By 1999, the farm had doubled its Phase
generation Loveday to be involved in           II composting capacity, setting the stage
mushroom farming when he joined the            for even more technological advancements.
company in 1986. With his recently             In 2003, a $1 million investment in
acquired Bachelor of Science in Biology        Phase I production technology switched
from the University of Winnipeg, Burton        Loveday’s composting operations from
worked closely with his father to usher in a   outdoor ricks to indoor bunkers. A new,
new era of advanced technology that created    7,920 square foot concrete structure with
efficiencies and enhanced production.          three composting chambers was built.
                                               Each chamber features a powerful fan that
                                               pumps huge amounts of fresh air through
                                               the compost heaps. Computer-controlled
                                               sensors constantly monitor temperatures
                                               and oxygen levels in the heaps.
                                               The technology, with its shorter composting
                                               cycles and virtual elimination of anaerobic
                                               conditions, has resulted in greater control of
                                               process odours. The Phase I bunker project
                                               was completed in 2004 with an additional
                                               $1 million investment.
                                               Successful Heritage
                                               Seventy-five years after Fred Loveday
                                               established production at his riverbank
                                               mushroom farm, the fourth generation
                                               family operation continues to grow and             2
                                               distribute high quality mushrooms. As
                                               Canada’s oldest continuous producer of
                                               mushrooms, the farm now yields more
In 1989, Loveday Mushroom Farms                than six million pounds of mushrooms
switched to bulk Phase II production, a        annually from planted space of more
development that helped boost composting       than one million square feet. Loveday
capabilities. An innovative pre-wet machine    Mushroom Farms’ workers now pick
was added in 1994, resulting in a 20 percent   as many mushrooms before 9:00 a.m.
increase in mushroom production.               everyday as did employees of Manitoba
                                               Mushroom Growers in an entire year.
That same year, Fred retired after 41 years
at the helm. Burton took over the company      On any scale, Loveday’s heritage of
and his inspired leadership positioned the     mushroom farming has been an all
firm for future success.                       round success.

                                                                                                1. Burton and Fred Loveday — cultivating success.
                                                                                                2. Ensuring the highest standards of food safety and quality.
                                                                                                3. Mushrooms destined for dinner tables across western Canada.
                                                                                                4. Six million pounds of mushrooms are harvested annually.

                                                                                                556 Mission Street
                                                                                                Winnipeg, Manitoba R2J 0A2
                                                                                                Phone: (204) 233-4378
                                                                                                Fax (204) 237-1303

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