Facts and Figures

As a native species, macadamia trees are naturally adapted to the harsh Australian climate, and this trait is proving invaluable as supercharged weather patterns present extreme and rapid climatic variations. 

However, it’s no secret that 2023 will go down as one of our industry’s most challenging seasons. While growers have rebounded from multiple natural disasters in recent years to deliver a quality crop, this was accompanied by the softest farm gate prices in more than a decade, triggered by the convergence of a shifting global production landscape, supply growth in 2022 exceeding all forecasts, and the delayed impact of pandemic-related demand slowdowns across hospitality, travel and ingredient sectors. 

While current conditions are challenging, the longer term outlook is brighter. There is enormous headroom to grow demand for Australian macadamias, especially considering only 2% of the world’s population is eating the recommended daily intake of nuts. The ingredient market offers substantial opportunities, and with increased macadamia production comes greater surety of long-term supply, so food and beverage manufacturers can feel confident to invest in the development of new products containing macadamias. 

Throughout the trials of 2023, these long term opportunities have strengthened the industry’s resolve to continue investing in global demand creation. It is one of the beacons that will light the way towards more stable times once again. This commitment has delivered some of the year’s milestone events both domestically and in core and emerging markets internationally. 

A bold domestic PR campaign involving a tongue-incheek challenge to iconic global brand McDonald’s attracted plenty of media attention while raising awareness of Australia as the original home of macadamias. The campaign centrepiece was a billboard positioned outside a McDonald’s store in Sydney, claiming that macadamias are the ‘Original Macas Down Under for over 60 million years.’ 

Earlier in the year, the inaugural Australia Nut Forum took place in Japan and South Korea. Co-hosted by the Australian macadamia industry, the trade event welcomed guests from a wide variety of South Korean and Japanese food and trading organisations, introducing them to the Australian nut industry, its production status, all the latest information, and future prospects. 

Important connections were forged in India as part of our long-term market development strategy. This dynamic market holds exciting opportunities, especially now that the Australia-India Economic Cooperation and Trade Agreement has entered into force, which will see the tariff on Australian macadamias eliminated by 2028. In October the first ever Australian Macadamia Festival took place in Mumbai, which saw Australian grown macadamias’ taste and versatility showcased to chefs, influencers, trading partners and consumers as part of the industry’s first major activity in this market. 

A major Australian consumer campaign ended the year on a high note. Appearing online, outdoor and in print media, new recipes helped consumers discover a host of new ways to ‘Make It Special’ with macadamias. Showing how they can elevate any sweet or savoury recipe, meal or occasion, the multi-faceted campaign also featured macadamia grower and Olympic swimming champion Giaan Rooney as a brand ambassador, while esteemed chef Matt Moran hosted a macadamia masterclass for media at his Sydney restaurant. This was our largest domestic campaign to date and helped to drive sales by reinforcing macadamias’ position as healthy, delicious and native to Australia.

DOWNLOAD THE 2023 AUSTRALIAN MACADAMIAS YEARBOOK NOW.