Aussie macadamia fans soak up summer on social

Australian macadamia moment

The Australia summer is coming to a close and it’s been a big season for the Australian Macadamias domestic social media campaign. Our fans love to entertain at this time of year, with many people taking holidays over the December-January period, and the longer days making barbeques a much-loved daily habit.

Macadamias are in their element during a hot Australian summer, and the campaign has focused heavily on inspiring our food-loving fans with a steady stream of fabulous recipe ideas, showcasing the incredible versatility of macadamias.

Fan feedback a potent tool

With our domestic Facebook community now nudging 40,000 fans, the year kicked off by asking our followers what style of content they wish to see more of in 2017, with a free Australian Macadamias calendar offered to the first 12 people who commented. 

Dialogue like this is essential to the success of our social media program, ensuring we know what our audience wants, and building goodwill by ensuring they feel valued and heard. 

The key takeaway was that our fans want more recipes and ideas for healthy, savoury meals, with requests for growing and harvest insights as well as sweet and snacking recipes also noted. These insights will help to guide our content schedule for the remainder of the year.

Flavoured macs a hit

The top performing post for January showcased easy recipes for four different kinds of flavoured roasted macadamias. Perfect for barbeques and picnics, we encouraged fans to serve them warm and enjoy with a cold drink. 

Reaching more than 14,500 people, the post generated nearly 460 engagements, including 50 shares.

Growing love

Interest in the macadamia growing process remained strong, with posts on Facebook and Twitter performing well. 

January’s “Meet our growers” Facebook post featuring macadamia farmer Greg James drew strong engagement with more than 300 reactions, comments and shares, while on Twitter, the macadamia harvesting fun facts video achieved more than 13,200 impressions.

Aussie flavoured content

With Australia Day falling in January, content for this month had a distinctively Aussie flavour to it, with recipes featuring lamb, lamingtons, chocolate crackles と ‘green and gold’ macadamias included in the line-up.

We also tweeted courtside from the Australian Open tennis grand slam, promoting Australian grown macadamias as the best snack to watch the action with! A great way to tie macadamias in with one of Australia’s summer sporting highlights.

Meanwhile in the northern hemisphere, our fans in Japan and Germany were also treated to a taste of Australia Day. In Germany, a post called “10 facts about Australia Day” was shared on our German blog, while in Japan, we featured the recipe for green and gold macadamias on our 当協会の公式ホームページ と 公式フェイスブック.

Australia Day facts German blog

Collaboration with Lyndey Milan

A collaboration with renowned Australian chef and food identity Lyndey Milan delivered a host of fresh content, with Lyndey developing some delicious macadamia recipes including Prawn Salad with Macadamia Dressing と Macadamia Crusted Salad and Macadamia Cous Cous.

As well as featuring on Australian Macadamias social media channels, the collaboration achieved valuable exposure on a broad-reaching host of additional platforms, including Lyndey’s food blog and social media channels, the Nine Digital NetworkWeekend SwitzerWestfield, and more, reaching a potential audience of around 950,000.

Lyndey Milan Macadamia Prawn Salad
Lyndey Milan’s Macadamia Prawn Salad

As a respected and well-liked Australian food personality, Lyndey is a great fit for the values of the Australian Macadamias brand, and resonates strongly with our target audience in Australia.

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Weather and orchard conditions drive major crop revision

Australia’s mid-season macadamia crop forecast has been sharply downgraded, as growers and processors manage one of the most difficult and unpredictable seasons in recent years. Continued weather-related disruptions mean the true extent of available supply is difficult to determine at this stage. As a result, the revised forecast now anticipates production will fall within a range of 37,300 to 41,970 tonnes in-shell at 3.5% moisture (40,000 to 45,000 tonnes in-shell at 10% moisture), down from the previous estimate of 55,960 tonnes in-shell at 3.5% moisture (60,000 tonnes in-shell at 10% moisture).

低糖質グラノーラの常識を覆す ブルックファーム社のオーストラリア産マカダミア入りグラノーラ

ブルックファーム社のCEOであるウィル・ブルック氏が優れた食品を創ろうと考えたとき、流行や一時のはやりものを追い求めることはあまりしません。その代わりに、ブルックと彼のチームの意図する「ブルックファームの輝き 」を提供できるような優れた製品を創ろうとしています。

オーストラリア・マカダミア テクニカルガイドの紹介:食品業界に特化した専門的情報源

オーストラリア・マカダミアは長年にわたり、グローバルな飲食関連の専門家にインスピレーションを与えようと、消費者インサイト、技術的革新な情報、オースラリアのマカダミア業界からの最新情報など、さまざまなコンテンツをお届けしてきました。その結果、マカダミアが製品開発に利点をもたらすことができるという認識、およびマカダミアを原材料として使ってみたいという関心は、かつてないほど高まっています。

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