industry development – marketing macadamias rudolf badenhorst

Production and

Marketing

Information

SA Industry Information

Background

• Macadamias first introduced into SA

in 1930’s

• Approx. 50 000 seedling trees

planted by 1966

• SAMAC is a voluntary organisation

representing growers, processors &

marketers

SA Industry Information

• ± 380 commercial SAMAC members

farming 17 821ha

• Industry employs ± 4 500 workers (1500

permanent & 3000 seasonal)

SAMAC

Services provided by SAMAC:

• Research

• Extension

• Local market trade & consumer awareness

• EU Market consumer awareness

Production Information

RSA DIS tons

2000 9742

2001 9671

2002 10439

2003 12575

2004 16231

2005 13363

2006 16840

2007 18712

2008 21233

2009 24199

2010 28328

2011 30375

• Dry Nut in Shell production

has increased from 9 742

metric tons in 2000 to 30 375

in 2011

• 214% increase over the last

10 years (20 704 metric tons)

• DIS production of 30 375

metric tons DIS was achieved

for 2011

• Forecast 34 500 metric tons

for 2012

29, 8%

62,6%

7,6%

South African Production per Province


SA Macadamia Production for NIS Exports

DIS kg

2009 2 914 095

2010 4 421 400

2011 6 879 305

Market Information

Market Information

South African Industry Export

value for 2011

$ 103 660 000

Market

Development

Market Development Activities

Local

Market

SA

Export Market

UK

SAMAC

Generic

Market

Development

Local Market - SA

CHALLENGES:

• Quality of nuts available on the local market

• Crime Chain

• Low levels of awareness for macadamias

• Consumer education needed

Creating consumer demand

Objectives

• To improve levels of awareness of macadamia

nuts

• To educate the consumer regarding quality

• To ultimately increase consumption of

macadamia nuts in the local market

Export Market - UK Overview 2011: • Production of marketing information in leaflet format

• Use the new commercial bread recipes to proactively target both:

• Bakeries

• Restaurants

• Targeting medium sized manufacturers with samples and marketing folders

• Targeting wholesalers – setting up meetings with 6 leading wholesalers

• Addition of a new trade page to the SAMAC website

• Development and distribution of a new bi-monthly email newsletter

• Appointment of Nick Vadis as a SAMAC trade spokesperson

• Sponsorship of the Compass Group Chef of the Year Competition

Trade leaflet

Bakers

advertorial

Bi-annual

newsletter Recipe

Development

Compass

Chef’s

Sponsorship

Export Market - UK Objective for 2012:

Drive sales and consumer awareness of macadamia nuts highlighting:

- Taste and crunch profile

- Usages – recipes etc.

Strategy

- Consumer Media Relations, Macadamia Advice Centre website, Facebook

Include 5 new sections, including a Facebook and YouTube link

Unique visitors +300 more in 2 months

Unique Selling Point

CH3(CH2)5CH=CH(CH2)7COOH


16:1∆9


• Palmitoleic Acid

•Omega-7 monounsaturated fatty acid

•Antioxidant

Advocated Benefits:

• Assist in weight control

• Better skin health

• Boosts immune system

•Anti-Aging properties

Additional: Mac USP Explore possible Unique Selling Point (USP) for Macadamia Nuts:

• Exploratory research on Palmitoleic Acid

(Omega 7)

• Clinical research

• The overall aim is to study whether or not palmitoleic acid can reduce peroxidation index (the oxidation of fats in the body) which affects cell membranes (particularly those cells of heart muscle) which in turn can affect how the heart beats (atrial fibrillation) and affect longevity.

Preliminary unconfirmed Results

Thank You

industry development – marketing macadamias rudolf badenhorst

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