The biggest ever export launch event by the Australian macadamia industry has been ‘extremely well’ received so far. A consumer campaign funded by the industry levy is in China to promote Australian macadamias and educate retailers. They have been welcomed with enthusiasm and strong attendance at the Shanghai event on November 24, and a bigger number expected at tomorrow’s Guangzhou event.
“The amount of interest has been incredible, we had 80 RSVP’s for yesterday’s event but got more than 100,” says Lynne Ziehlke, Market Development Manager for the Australian Macadamia Society.
“Those present were really appreciative of the fact that we’re investing in promoting our product to consumers, and the Macadamia marketing industry is well represented, with 8 out of 12 representatives here.”
Already 24% of Australian macadamias are heading to China, but Ms Ziehlke expects to see a lot more interest in packaged kernels, rather then the whole nut ‘in-shell’ following the campaign. “We expect the real change in what we send to China will be how much goes in as the kernel, rather than in-shell.”
Marketers are prepared for the challenges faced with increasing exports to China, and plan to work with retailers and importers in a number of ways, including exporting bulk product to be packaged and marketed locally. “We’ve been exporting to tough markets overseas since the industry began, including Europe, Korea and Japan,” says Ms Ziehlke. “We were ready to go when the FTA with Korea was first signed and bang! Sales to that country doubled soon after. We’re aware of the challenges, including language barriers and cultural considerations here too.”
Social media is the key form of communication the industry will use, and the presentation offered an insight into how growers and the AMS will use various platforms to communicate with the two power demographics identified, women and the under 50’s. “Our message is highlighting the health and beauty benefits of the macadamia nut, and how consuming macadamias promotes a longer life, benefits skin health and the nuts come directly from the place they have always grown, in Australia.”
Tomorrow’s event in Guangzhou is the final stop for the delegation.
For more information visit the Australian Macadamia Society: www.macadamias.org