Grooming taste for macadamias
Print Edition
THE Australian Macadamia Society said it was confident of its growing presence in China and increasing the export of macadamia nuts to China through a series of marketing activities.
On November 24, a million dollar “Australian Macadamias” marketing campaign was launched. It was the first “Australian Macadamias” campaign in China and represented one of the biggest investments the Australian macadamia industry has ever made in an offshore market.
A lot of consumers have been introduced to macadamias in Asia in the last few years and they love the taste (a unique soft crunch and buttery taste), the shape (large round white nut) and how healthy they are, but “the marketing campaign is really the first major step to promote the products in China,” said Richard Doggett, chairman of the Australian Macadamia Society and Australian macadamia grower.
Macadamias originated in the sub-tropical rainforests of Australia among the Aboriginals about 30,000 years ago. It was first used for commercial trade in the early 1900s and was exported to Hawaii.
“China contributes to 25 percent of the total export of macadamia from Australia, an increase from 5 percent 18 months ago. We believe it can grow further,” Doggett told Shanghai Daily.
There is a lot of opportunity in China both in growing good-quality macadamias, processing them and also in supplying Australia branded product to the market. Australia is actively seeking high-quality relationships with macadamia retailers and marketers as global demand far outweighs supply.
The Australian Macadamia Society is the peak industry body, representing about 650 members across the whole supply chain from growers to processors to value adders in the country and represents 80 percent of Australian macadamia production.
The Australian Macadamia Society has also signed a memorandum of understanding with the Yunnan Macadamia Society to assist in the development of the industry in China.
“Our farming practices are clean and healthy and we want to protect the quality here and to impart the knowledge and experience to work closely with local partners,” Doggett said.
The China-Australia Free Trade Agreement (FTA) is about to make Australian macadamias even more affordable for Chinese consumers, who are quickly developing a taste for Australia’s clean green premium produce.
“The Free Trade Agreement also brought enormous potential for both countries. For example, overseas products such as macadamia nuts can be quickly delivered straight from the warehouse to the doorstep through online shopping sites such as JD.com,” he added.
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