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What’s driving demand around the globe europe - richard genest

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  • 1. World Macadamia Symposium European Market – for the long haul
  • 2. Preamble• At just under 6,000 MT, the EU (collective) is the second largest consumer of macadamias• During the first decade of the 21st century, the macadamia industry enjoyed unparalleled growth due to the geographic expansion of the snack market• However, today we face some significant challenges in Europe
  • 3. Comparative Market Share - COO EU MACADAMIA IMPORTS BY FY BY COO 6,000 5,000 4,000Volume (MT) 2,513 2,591 3,000 2,766 2,000 1,000 2,006 1,945 1,644 0 FY09 FY10 FY11 AUSTRALIA SOUTH AFRICA KENYA MALAWI OTHER
  • 4. Germany’s Impact MACADAMIA IMPORTS TO GERMANY 3,500,000 3,000,000 2,500,000Volume (kg) 2,000,000 1,500,000 1,000,000 500,000 0 FY10 FY11 FY12
  • 5. Comparative Values – Tree Nuts Wholesale price of tree nuts imported into the European Union - % difference to the average 200%% difference to the average wholesale price 150% 100% 50% 0% -50% -100% 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Almonds Cashews Macadamias Pistachios (NIS) Walnuts Average/Index
  • 6. RETAIL SALES IN GERMANY – av. RSP 800 25.00 700 €19.89 €18.91 €19.45 20.00 600 €17.01 €17.21 €16.96 Price per kg (Euro)Volume (000s kg) 500 €13.78 €13.84 €13.94 €14.47 15.00 400 300 10.00 200 5.00 100 0 0.00 Mar Qtr Jun Qtr Sep Qtr Dec Qtr Mar Qtr Jun Qtr Sep Qtr Dec Qtr Mar Qtr Jun Qtr 2010 2010 2010 2010 2011 2011 2011 2011 2012 2012 VOLUME (TOTAL ALL BRANDS) AVERAGE PRICE
  • 7. Market Development New product launches using macadamias 2002-2011: Europe Dairy Food Bakery 4% Ice Cream and 12% Cereals 13% Confectionery 19% Savory Snacks 52%
  • 8. The long haul• All of the element exist for long term consumption growth – wealth, cultural nut consumers, premium food consumers and an aging population• The industry must diversify its interests beyond the snack category – AMS initiative• The challenge is to better understand and communicate our product’s usp to the broader European food industry