Industry development – marketing macadamias rudolf badenhorst
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Transcript of Industry development – marketing macadamias rudolf badenhorst
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Production and
Marketing
Information
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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
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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
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SA Industry Information
• ± 380 commercial SAMAC members
farming 17 821ha
• Industry employs ± 4 500 workers (1500
permanent & 3000 seasonal)
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SAMAC
Services provided by SAMAC:
• Research
• Extension
• Local market trade & consumer awareness
• EU Market consumer awareness
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Production Information
RSA DIS tons
2000 9742
2001 9671
2002 10439
2003 12575
2004 16231
2005 13363
2006 16840
2007 18712
2008 21233
2009 24199
2010 28328
2011 30375
• Dry Nut in Shell production
has increased from 9 742
metric tons in 2000 to 30 375
in 2011
• 214% increase over the last
10 years (20 704 metric tons)
• DIS production of 30 375
metric tons DIS was achieved
for 2011
• Forecast 34 500 metric tons
for 2012
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29, 8%
62,6%
7,6%
South African Production per Province
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Production Information
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Production Information
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Production Information
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Production Information
SA Macadamia Production for NIS Exports
DIS kg
2009 2 914 095
2010 4 421 400
2011 6 879 305
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Market Information
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Market Information
South African Industry Export
value for 2011
$ 103 660 000
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Market
Development
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Market Development Activities
Local
Market
SA
Export Market
UK
SAMAC
Generic
Market
Development
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Local Market - SA
CHALLENGES:
• Quality of nuts available on the local market
• Crime Chain
• Low levels of awareness for macadamias
• Consumer education needed
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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
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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
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Trade leaflet
Bakers
advertorial
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Bi-annual
newsletter Recipe
Development
Compass
Chef’s
Sponsorship
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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
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Include 5 new sections, including a Facebook and YouTube link
Unique visitors +300 more in 2 months
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Unique Selling Point
CH3(CH2)5CH=CH(CH2)7COOH
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Unique Selling Point
16:1∆9
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Unique Selling Point
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Unique Selling Point
• Palmitoleic Acid
•Omega-7 monounsaturated fatty acid
•Antioxidant
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Advocated Benefits:
• Assist in weight control
• Better skin health
• Boosts immune system
•Anti-Aging properties
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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.
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Preliminary unconfirmed Results
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Thank You