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 2 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 1969 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 1 Canada’s oldest continuous producer of 3 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. 4 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 E-mail: email@example.com www.lovedaymushroomfarms.ca Printed in Canada on 30% post-consumer waste paper made with wind-generated electricity.