When Ben Baldwin stepped into the role of Chief Executive Officer of the Australian Macadamia Society (AMS) earlier this year, he brought with him more than two decades of experience spanning government, research and industry. Throughout his career, a consistent theme has been helping industries translate strong foundations into long-term success.
It was that opportunity to help shape the future of Australia’s macadamia industry that convinced him to take on the top job.
“What drew me to the role was the combination of a genuinely exceptional product and an industry at a really important point in its evolution,” says Ben.
“The Australian macadamia industry has built something remarkable over decades. The opportunity now is to be deliberate about its next chapter rather than simply letting it happen to us.”
“As an industry body, we exist to serve our members, but we also have to think and operate well beyond the farm gate, into international markets, supply chains, and the global conversations that shape demand over the long term,” he says.
Built on strong foundations
Immersing himself in conversations across the value chain, Ben spent his first weeks meeting with growers, processors and industry stakeholders to better understand the opportunities, challenges and priorities shaping the sector. Two observations, in particular, stood out.
“The first is the quality of thinking across the sector,” he says. “These are not passive participants in an industry. Growers, processors and handlers are watching markets carefully, investing in their operations, and asking hard questions about where the industry is heading. There is genuine commercial sophistication here.”
Equally notable, he says, is the collaborative culture that exists across the value chain.
“In many industries, different parts of the value chain can pull in different directions. What I’ve encountered in macadamias is a sector that, for the most part, understands that it rises or falls together.”
For Ben, that shared understanding is one of the industry’s greatest strengths, providing a foundation for addressing challenges, pursuing opportunities and building long-term value.
“The sector has the foundations for an even stronger position globally than it currently occupies,” he says. “Part of my role is helping bring greater alignment and momentum around that opportunity.”
What sets Australia apart
Ben believes some of Australia’s greatest competitive advantages are deeply embedded within the industry itself.
“Australia’s strongest advantages are provenance, production integrity and institutional capability,” he says.
Australian macadamias have earned a reputation for quality, food safety and traceability in premium markets globally, a position built over decades through the collective efforts of growers, processors and the broader industry.
He points to the industry’s research and development capability as another major differentiator.
“Australia has deep expertise across breeding, productivity, post-harvest quality and sustainability practice, supported by strong connections between industry and applied science.”
Ben also points to the value of having a coordinated industry body capable of representing the sector consistently in global markets.
“In an increasingly competitive and complex global environment, coordinated representation, reliable industry data and a coherent international presence are real competitive assets,” he says.
Staying distinctive in a changing market
Ben believes the global tree nut category is becoming increasingly competitive, while consumer expectations continue to evolve.
“Health-conscious purchasing, provenance, sustainability and transparency are all becoming more influential in buying decisions, particularly in premium markets,” he says.
Australian macadamias are well placed to meet these evolving expectations, but Ben believes continued investment will be required to strengthen and defend the industry’s standing.
“Australian macadamias are positioned at the premium end of that landscape, and in my view that’s exactly where we should be,” he says. “It’s about continuing to strengthen and defend that premium position through quality, consistency, trust and differentiation.”
The markets that matter most to Australian macadamias, he says, are becoming increasingly sophisticated, with buyers and consumers asking harder questions about sustainability, origin and the story behind the product.
“The credentials are there, but increasingly global markets expect evidence, transparency and consistency,” says Ben.
He believes continued investment in the evidence, capability and market engagement needed to support Australia’s standing will be critical if the industry is to keep pace with those expectations.
“We need to keep building that narrative in a credible and practical way.”
At the same time, he acknowledges that the competitive landscape is evolving, with new production regions continuing to build scale and capability.
“Australia’s response should not be to defend a historical position, but to continue deepening what makes us distinctive and valuable in the global market.”
The benchmark ambition
For Ben, the long-term ambition for the Australian macadamia industry is clear.
“My ambition is for Australia to be recognised as the world’s benchmark macadamia producer. Not the largest. The benchmark.”
It’s a vision that extends beyond production volumes and market share.
“It means Australian origin signifying something distinct and valuable to buyers and consumers globally,” he says. “And it means an industry that is resilient, commercially sophisticated and genuinely sustainable.”
For Ben, becoming the benchmark will not be the result of any single initiative, but a series of deliberate decisions and investments made over time.
This includes deepening Australia’s position in key markets where Australian macadamias already have strong recognition and established relationships.
“There is still significant opportunity to build value through stronger category development, targeted market engagement and deeper trade partnerships,” he says.
Ben also highlights strengthening the industry’s sustainability narrative and the evidence behind it as a priority. Equally important, he says, is ensuring investment in research and innovation remains aligned with where markets are heading, not only around productivity and yield, but increasingly around quality, sustainability performance and future product opportunities.
Ultimately, he believes success will be measured not only by continued demand for Australian macadamias, but by ensuring the next generation of growers sees a strong and sustainable future in the industry.
Ben’s favourite macadamia moment
Away from work, Ben says family is where he finds the opportunity to recharge.
“I have a son and two daughters, and getting into a bit of mischief with them is one of my favourite things, usually the kind that involves a lot of energy and not a great deal of planning,” he says.
He is also an avid reader with a particular interest in leadership, strategy and organisational change.
And when it comes to macadamias and how he enjoys them the most?
“It’s genuinely hard to choose,” says Ben. “Creamy vanilla ice cream with macadamia pieces is hard to beat, and a good milk chocolate coated macadamia is a serious contender. But I also can’t walk past roasted and lightly salted macadamias. Sometimes the simplest version is still the best.”
