The China campaign was funded by Australia’s 650+ macadamia growers (via an industry marketing levy through Horticulture Innovation Australia) and represents one of the biggest investments the Australian macadamia industry has ever made in an offshore market.

The aim of the campaign is to drive consumer awareness, educate consumers about Australia as the clean green origin of macadamias, showcase the health and ‘inner beauty’ benefits of the nut and position Australian macadamias as the premium trusted choice.

The industry’s peak body, the Australian Macadamia Society (AMS), in conjunction with the industry’s key commercial marketers, are the driving force behind the campaign.

AMS Market Development Manager, Lynne Ziehlke, said, “It’s all about making first impressions count”.

“We have developed a cracking opportunity to showcase our global sensation to Chinese consumers,” she said. “The Australian macadamia industry’s strategic global marketing plan has identified the potential, we’ve done the homework, and the timing is perfect to invest in our first consumer marketing campaign in China.”

The two campaign launch events in Shanghai and Guangzhou played host to more than 100 industry and government representatives including the majority of major Chinese retailers and a large cross section of Australian macadamia industry suppliers, exporters and growers.

Ziehlke said the campaign had been more than two years in the making, developed on the back of a major Chinese research study conducted by the Australian macadamia industry and substantial investment in retail sales and trade data. “Our research shows that many Chinese consumers are already aware of macadamias and perceive them as premium, gift-worthy and exotic with anti-aging benefits. The time is right to tell the story of the nuts’ Australian origins and showcase the health benefits of our product.”

Trade and Investment Minister, Andrew Robb, said the Australian macadamia industry is one of Australia’s export success stories with a strong record of developing new international markets across the globe.

“China is the newest of these markets with exports up 86 per cent in the past 24 months. That represents 24 per cent of all Australian macadamias sold around the globe. These numbers are expected to grow even further thanks to the China-Australia FTA which will see tariffs of up to 24 per cent eliminated,” Minister Robb said. “This will provide a strong competitive advantage for the industry and make Australian macadamias more affordable for Chinese consumers, who are quickly developing a taste for Australia’s clean green premium produce.

“The AMS has also signed a memorandum of understanding with the Yunnan Macadamia Society in China to assist in the development of the industry in China. The government looks forward to the Australian and Chinese industries continuing to work together to build a profitable and sustainable market for macadamias in China over the decades to come.”