1. Production and
Marketing
Information

2. 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

3. 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

4. SA Industry Information
• ± 380 commercial SAMAC members
farming 17 821ha
• Industry employs ± 4 500 workers (1500
permanent & 3000 seasonal)

5. SAMAC
Services provided by SAMAC:
• Research
• Extension
• Local market trade & consumer awareness
• EU Market consumer awareness

6. Production Information
RSA DIS tons • Dry Nut in Shell production
2000 9742 has increased from 9 742
2001 9671
metric tons in 2000 to 30 375
2002 10439
in 2011
2003 12575
2004 16231
• 214% increase over the last
2005 13363
10 years (20 704 metric tons)
2006 16840 • DIS production of 30 375
2007 18712 metric tons DIS was achieved
2008 21233 for 2011
2009 24199 • Forecast 34 500 metric tons
2010 28328 for 2012
2011 30375

7. South African Production per Province
29, 8%
62,6%
7,6%

8. Production Information

9. Production Information

10. Production Information

11. Production Information
SA Macadamia Production for NIS Exports
DIS kg
2009 2 914 095
2010 4 421 400
2011 6 879 305

12. Market Information

13. Market Information
South African Industry Export
value for 2011
$ 103 660 000

14. Market
Development

15. Market Development Activities
Local
Market
SA
SAMAC
Generic
Market
Development
Export
Market
UK

16. Local Market - SA
CHALLENGES:
• Quality of nuts available on the local market
• Crime Chain
• Low levels of awareness for macadamias
• Consumer education needed

17. 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

18. 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

19. Trade leaflet
Bakers
advertorial

20. Bi-annual Recipe
newsletter Development
Compass
Chef’s
Sponsorship

21. 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

22. Include 5 new sections, including a Facebook and YouTube link
Unique visitors +300 more in 2 months

23. Unique Selling Point
CH3(CH2)5CH=CH(CH2)7COOH

24. Unique Selling Point
16:1∆ 9

25. Unique Selling Point

26. Unique Selling Point
• Palmitoleic Acid
• Omega-7 monounsaturated fatty
acid
• Antioxidant

27. Advocated Benefits:
• Assist in weight control
• Better skin health
• Boosts immune system
•Anti-Aging properties

28. 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.

29. Preliminary unconfirmed Results

30. Thank You