Influencer marketing, social media giveaways and PR proved a powerful combination in Japan recently with the rollout of an integrated consumer campaign focused on the health and beauty benefits associated with eating macadamias.

The 2022 global crop is forecast to be up 6.4% on the 2021 season, despite challenging weather conditions in the two largest producing origins. The initial crop forecast published for the Australian 2022 season predicted a crop of 54,930 tonnes in-shell @ 3.5% moisture (58,900 tonnes in-shell @ 10% moisture). In May this forecast was reduced by 10%, as a direct result of the recent severe weather and flooding in NSW and South East Queensland. The revised forecast is now 49,340 tonnes in-shell @ 3.5% moisture (52,900 tonnes in-shell @ 10% moisture). NSW growers have been worst affected, and the prolonged rainfall which followed the two flooding events has made harvest more difficult. In contrast and despite flooding in some regions, South Africa has recently increased their forecast from 57,723 tonnes to 61,288 tonnes in-shell @ 3.5% moisture.

For several years, the Australian macadamia industry has been focused on driving demand for macadamias ahead of a forecast rise in global supply. New market development is an important element of this strategy, and Australia’s industry has successfully executed new market development programs in China and South Korea, introducing consumers to macadamias and leveraging free trade agreements (FTAs) in both markets.