industry development – marketing macadamias- lynne ziehlke

18 September 2012 Lynne Ziehlke Market Development Manager

Developing our industry & taking ownership

of our future

• Home of macadamias, Australian icon

• Largest producer, >95% sales = kernel

• Australia single largest market

• Majority exported

NIS Production 38,000 MT

Kernel Production 10,500 MT

Farmgate Value +AUD$130 million

Processed Value +AUD$175 million

Retail Value +AUD$300 million

INDUSTRY OVERVIEW

AUSTRALIA 37%

USA 9%

JAPAN 14%

EUROPE 22%

OTHER MARKETS

18%

MACADAMIAS: A MARKETERS DREAM

MARKETING & PROMOTION PROGRAM

PAST PRESENT

Managed by HAL Managed by industry

Focus: driving demand for volume Focus: building greater value

Low level of engagement High level of engagement

Low alignment w commercial sector Strong alignment w commercial sector

Almost 100% in short term promotion

40% core market promotion 20% new market promotion 20% premium positioning & health 20% engagement & differentiation

WHAT ARE WE TRYING TO ACHIEVE?

1. Underpin demand in existing markets

2. Create new market segments

3. Build on our knowledge and expertise

4. Communicate through the supply chain

ENGAGEMENT

the best plan in the world won’t work unless it is

adopted by the commercial sector

AMHA

GLOBAL TRADE DATA

MARKET TRENDS

CONSUMER RESEARCH

SCAN DATA

INFORMATION

PROMOTION HIGHLIGHTS

BRAND

GLOBAL WEBSITES

DOMESTIC PROMOTION

NEW MARKET LAUNCHES