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Australian Macadamias recently hosted food, travel and lifestyle influencers from South Korea and Japan in the Northern Rivers macadamia growing region, as part of our content strategy for these important export markets. 

Origin, taste and versatility were the key messages we brought to life and our guests wholeheartedly embraced the jam-packed itinerary we created to immerse them in all facets of the Australian macadamia story, sharing everything they experienced along the way with their large social media audiences. 

AMS marketing manager Jacqui Price said the tour was very worthwhile.

“Bringing these highly skilled content creators onto Australian soil has seen them generate and share macadamia content with their collective audience of more than 1.5 million, taking their followers along for the ride as they experienced the Australian macadamia industry from all angles,” said Jacqui.

“Japan and South Korea are important markets, with Australian origin constituting more than 60% of macadamia imports into Japan and 85% into South Korea. Investing in expanding awareness and purchase among Japanese and South Korean consumers is therefore an important priority to preserve the gains already made and help grow future demand.”

Highlights of the trip included an afternoon at grower Ross Arnett's macadamia farm ‘Malua’, home to around 2,000 macadamia trees. Ross demonstrated how macadamias are harvested and sorted, and explained some of the regenerative farming practices he uses. Guests were then treated to a delicious macadamia lunch before participating in a macadamia masterclass where they learned how to make macadamia lip balm, macadamia milk and macadamia butter. 

The trip also included a tour of a macadamia processing plant, with the team at Marquis Macadamias generously taking guests through the drying, cracking, sorting and packing stages of macadamia production at their facility. 

A tour of the local Byron Farmers’ Markets led by Chef Samantha Gowing introduced them to several local macadamia products, including smoked fish and macadamia paste, macadamia butter and dukkah and a variety of flavoured macadamias, 

Our guests were also treated to an exquisite lunch prepared by MasterChef Australia alumni and Indigenous chef Mindy Woods, who showcased how macadamias can blend so beautifully with other native Australian ingredients. Highlights included campfire damper with macadamia and wattleseed butter and kangaroo and macadamia dumplings with native pho and anise myrtle. 

Lunch was served at the Cape Byron Distillery, overlooking the macadamia orchard of Brookfarm’s Pamela Brook and Martin Brook, followed by a tour of the property’s rainforest that Pam and Martin have so painstakingly restored, and finished with a Brookie’s gin tasting (Mac. Macadamia Liqueur and Mac. Liqueur Cask Whisky).

A balloon experience had guests gazing down at the expanse of macadamia orchards 2,000 feet below. Providing a different perspective, this was a great way to appreciate the scale of Australia’s macadamia production.

With each experience, our guests created and shared content with their large volume of South Korean and Japanese followers, helping to share the multi-layered story of Australian grown macadamias with consumers in these important export markets.

Our sincere thanks to Ross, Sam, Mindy, Pam, Martin and Marquis Macadamias for their generous support.