When Jacqui Price joined Australian Macadamias as Market Development Manager in June 2020, the industry was in a position of strength. It was forecasting a crop of 50,300 tonnes at 10% moisture and had achieved a record high farm-gate price.
“Demand had exceeded supply for many years,” she recalls. “But there were rumblings about major plantings coming into bearing in other origins in 2022 and the need for global demand creation.”
What no one could foresee was that her arrival would coincide with the onset of Covid-19, which brought reduced global demand, shipping and logistics disruptions, and rising inventories. “Little did I know this was the start of three very challenging seasons,” she says.
A period of profound change
The five years that followed brought significant structural shifts both within Australia and globally. Domestically, production moved north from New South Wales to Queensland, and large-scale orchards backed by corporate investment emerged alongside a growing commitment to regenerative farming practices.
On the world stage, South Africa overtook Australia in volume market leadership. The establishment of the World Macadamia Organisation marked a new phase for the global category, while Australia’s marketing program pivoted to focus sharply on driving demand and preference for Australian-grown macadamias.
“It’s been a period of change unlike any other,” Jacqui reflects. “The industry has evolved rapidly in response to new market realities.”
Collaborative achievements
“The Technical Guide was a true testament to the collaborative nature of our industry, drawing on the collective experience of our commercial sector,” she says. These resources have become a cornerstone of the industry’s trade marketing efforts, positioning Australian macadamias as a versatile, premium ingredient for food manufacturers around the world.
The second is the new market development program in India, which has delivered several memorable moments, from a collaboration with MasterChef judge Andy Allen and a premium chocolate brand, to the growing success of the annual Australian Macadamia Festival, and the strong relationships forged with key retail and trade partners. In 2024, the program’s impact was recognised with the IABCA Excellence in Trade & Investment Award.
A unique and varied role
For Jacqui, one of the greatest rewards of the role has been its diversity. “It’s a unique mix of consumer and trade marketing, combined with export market development,” she says.
With a background in marketing food products in Australia and supporting brands in export markets, she relished the opportunity to extend her skills into new territory. “You’re on farm talking to growers one day and then presenting at an international conference the next,” she says.
But above all, it’s the people she’ll remember most fondly. “Representing such an iconic Australian product, and the passionate growers and processors behind it, has been a privilege. The best part has been the people.”
Future opportunities and critical priorities
Jacqui is clear about what will matter most for the industry’s continued success. “With the increase in global supply, driving demand and preference for Australian grown macadamias remains critical,” she says.
She sees several key success factors: strengthening the Australian provenance narrative; developing emerging markets while maintaining focus on established ones; re-investing in the domestic market to boost consumer purchase intent; and continuing to create technical resources that drive ingredient innovation.
“The Australian macadamia industry has a reputation for quality and sustainability, a powerful provenance narrative, and a strong marketing program,” she says. “The opportunity lies in maintaining grower focus on consistently delivering the best quality product and utilising the marketing program and collaborative nature of the industry to drive preference for Australian macadamias with consumers, customers and manufacturers in our key markets.”
Looking ahead
As she closes this chapter, Jacqui is looking forward to more time with family, a hiking trip to New Zealand, and an open mind towards new opportunities in 2026.
Her departure marks the end of a significant era in the industry’s marketing journey, one defined by both turbulence and transformation. Through it all, her leadership has helped the Australian macadamia industry navigate shifting global dynamics while laying the groundwork for future growth.
The industry extends its sincere thanks to Jacqui for her outstanding contribution in raising awareness of the quality, versatility and appeal of Australian-grown macadamias among consumers and manufacturers around the world.
A Macadamia Moment with Jacqui Price
What’s your favourite place to eat anywhere in the world?
At the annual Australian Macadamia Festival in India! I’ve been fortunate to be part of three Festivals now and have enjoyed macadamia inspired menus from the best chefs in India across everything from savoury dishes to desserts, pastries to cocktails.
What’s one ingredient you can’t live without?
Avocados. My husband makes a mean guacamole.
What’s your personal favourite way to enjoy a macadamia?
You can’t beat a premium quality freshly roasted and salted Australian macadamia as a snack.
What do you like to cook at home?
A simple tasty chicken stir fry with a sprinkle of toasted nuts for texture.
What’s your favourite movie or TV show?
I really enjoy watching the original cast of NCIS. I love the different characters and their relationships and of course seeing if I can solve the crime before Special Agent Gibbs.
If you were an ice cream, what flavour would you be?
Lemon meringue gelato – sweet yet tart and unforgettable.
