18 September 2012 Lynne Ziehlke Market Development Manager
Developing our industry & taking ownership
of our future
• Home of macadamias, Australian icon
• Largest producer, >95% sales = kernel
• Australia single largest market
• Majority exported
NIS Production 38,000 MT
Kernel Production 10,500 MT
Farmgate Value +AUD$130 million
Processed Value +AUD$175 million
Retail Value +AUD$300 million
INDUSTRY OVERVIEW
AUSTRALIA 37%
USA 9%
JAPAN 14%
EUROPE 22%
OTHER MARKETS
18%
MACADAMIAS: A MARKETERS DREAM
MARKETING & PROMOTION PROGRAM
PAST PRESENT
Managed by HAL Managed by industry
Focus: driving demand for volume Focus: building greater value
Low level of engagement High level of engagement
Low alignment w commercial sector Strong alignment w commercial sector
Almost 100% in short term promotion
40% core market promotion 20% new market promotion 20% premium positioning & health 20% engagement & differentiation
WHAT ARE WE TRYING TO ACHIEVE?
1. Underpin demand in existing markets
2. Create new market segments
3. Build on our knowledge and expertise
4. Communicate through the supply chain
ENGAGEMENT
the best plan in the world won’t work unless it is
adopted by the commercial sector
AMHA
GLOBAL TRADE DATA
MARKET TRENDS
CONSUMER RESEARCH
SCAN DATA
INFORMATION
PROMOTION HIGHLIGHTS
BRAND
GLOBAL WEBSITES
DOMESTIC PROMOTION
NEW MARKET LAUNCHES
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