For more than a decade, Australian Macadamias has proudly promoted Australia’s native nut in key and emerging markets around the world. Originating in the rainforests of Australia’s east coast over 60 million years ago, they’re valued for their distinctive taste, creamy texture, versatility and health credentials.
As the industry has grown and new markets have opened, consumer preferences have evolved, and so too has the way we tell our story. Today, Australian Macadamias engages with consumers and trade audiences across Australia, China, India, Japan, South Korea and Taiwan, building awareness of what makes this delicious wholefood so distinctive.
Strong relationships have always been central to the success of Australia’s macadamia industry. Our marketing program reflects this collaborative spirit through an insight-led approach strengthened by a network of partners, from brand collaborations and influencer campaigns to government alliances and sponsorships. Here we explore some recent examples of how this takes shape in practice, as the industry continues to forge meaningful partnerships at home and across its global markets.
Successful brand partnership drives product development in South Korea
A partnership between Australian Macadamias and South Korean dessert brand Kokorokara is helping more consumers experience macadamias and driving tangible product innovation along the way.
The collaboration began in September 2024 with limited-edition desserts that quickly resonated with consumers. Among them was the Macadamia Brittle Pudding, which reached new heights when CU, South Korea’s largest convenience store chain, came on board. While Kokorokara brought deep expertise in product formulation and dessert innovation, CU delivered the reach and retail muscle to bring these creations to consumers nationwide. Originally planned as a short-term release, the pudding proved so popular it remained on CU shelves for four months.
As consumer interest in nut-based desserts continues to rise in South Korea, CU expanded its lineup beyond the Kokorokara collaboration, introducing additional macadamia products such as the Macadamia Chocolate Cookie, Macadamia Matcha Cookie and Macadamia Brittle Ice Cream Bar, all highlighting the Australian origin of the macadamias. Together, they show how consumer-facing activity can influence new product development and highlight South Korea’s growing appetite for premium Australian macadamias.
Showcasing Australian macadamias at the Gelato World Cup, China
SIGEP China – the Shenzhen International Exhibition for Artisan Gelato, Bakery and Coffee – recently brought together China’s most talented gelato makers and pastry chefs for the China selection round of the Gelato World Cup.
In partnership with SIGEP, Australian Macadamias made its debut as Silver Sponsor of the event, supporting up and coming culinary talent, and marking a new chapter in industry engagement. The sponsorship put macadamias in the spotlight, inspiring competitors to experiment with their satisfying crunch and buttery flavour.
Australian-grown macadamias featured in both the gold and silver medal-winning creations, a strong endorsement of their appeal as a premium ingredient. The partnership also secured exposure in Chinese food media, including the China National Food Industry Association, and on SIGEP’s official WeChat account.
With gelato now seen in China as a symbol of indulgence and quality, macadamias are perfectly placed to meet demand for layered, sensory dessert experiences. The collaboration demonstrated the nut’s versatility and potential to inspire innovation in one of the world’s fastest-growing dessert markets.
Sweet success: showcasing macadamias in India’s premium chocolate market
In India, enthusiasm for Australian macadamias is growing fast, and a new collaboration with acclaimed farm-to-bar chocolate maker Paul and Mike is helping showcase their flavour and texture to discerning chocolate lovers.
The partnership launched a limited-edition range celebrating Australian macadamias as a premium ingredient. The debut product, Fine Milk Chocolate with Australian Macadamias and Cranberry, blends smooth milk chocolate with golden macadamias and tart cranberries, a perfect balance of creaminess and crunch. It was followed by Coffee and Australian Macadamia Cobbles, featuring coffee-infused milk chocolate encasing the macadamia, and an Australian Macadamia and Chocolate Spread, a luxurious blend crafted with macadamias, cocoa beans, brown sugar and golden acacia honey.
Paul and Mike founder Vikas Temani said, “Australian macadamias are truly extraordinary, not only for their rich, buttery crunch but also for their heritage and clean, green journey from farm to table.”
The partnership marks a milestone in Australia’s newest export market, reflecting India’s growing appetite for premium, responsibly sourced ingredients and the shared commitment to quality and innovation that underpins both brands.
Partnering with government to build connections and open doors
Engagement with Australian state and federal government bodies remains vital to extending the domestic and international reach of Australian macadamias. Participation in targeted trade missions and events enables direct engagement with key decision-makers, showcases the strengths of Australian agriculture, and reinforces Australia’s reputation for producing safe, high-quality food.
In Japan, the Australian Trade and Investment Commission (Austrade) hosted the Australian Nut and Dried Fruit Seminar at the Australian Pavilion, Osaka Expo 2025, highlighting the quality and versatility of Australian-grown nuts for Japan’s food manufacturing sector. Australian macadamia industry representatives spoke about the benefits of macadamias and also joined a Q&A panel.
The Australian macadamia industry was also represented at the Taste the Wonders of Australia activation in Tokyo, led by the Australian Food and Wine Collaboration Group and supported by the Australian Government’s ATMAC program. The macadamia industry was invited to participate by Hort Innovation, who is one of five members of the Australian Food and Wine Collaboration Group. Macadamias featured in presentations and workshops and on the gala dinner menu, enabling guests to experience their distinctive flavour and versatility first-hand.
Across Taiwan and Japan, participation in Taste of Queensland showcase events organised by Trade and Investment Queensland provided opportunities for our industry to engage with importers, traders and retailers. With most of Australia’s macadamia crop produced in Queensland, this was an important event. Macadamias featured in dishes at networking receptions and the Queensland Day dinner at the Australia Pavilion Expo 2025 in Tokyo, attended by Queensland’s Governor and Minister for Primary Industries, a reflection of the high-level collaboration driving these initiatives.
In India, the Australian Macadamia Festival continues to expand with Austrade’s support, celebrating Australia’s native nut across Mumbai, Delhi and Bangalore. The 2025 edition brought together chefs, restaurants and patisseries for creative menus, workshops and a trade forum attracting more than 100 senior food-industry leaders.
At a national level, industry representation at the launch of A New Roadmap for Australia’s Economic Engagement with India, attended by Prime Minister Anthony Albanese and senior Australian government ministers, reinforced agribusiness as a key driver of bilateral growth and highlighted government support for deeper trade and investment ties.
Together, these partnerships with government continue to open doors, foster high-level connections and ensure Australian macadamias remain part of global conversations on food innovation and trade.
When creators meet macadamias: a recipe for inspiration
Influencers have become a crucial element of the modern marketing mix, not because they speak the loudest, but because they connect in ways that feel genuine. Their content blends creativity and credibility, bridging the gap between brand storytelling and everyday life, while helping brands reach new audiences.
For the Australian Macadamias domestic marketing campaign, collaborating with professional food and lifestyle creators brings our story to life through recipes people can relate to with ideas like homemade macadamia and coconut butter, matcha and macadamia yoghurt bark, blueberry and macadamia smoothie bowls and festive summer salad with macadamias. Each captures the nut’s creamy flavour and signature crunch in simple but inspiring, creative and sometimes unexpected ways.
Collectively, these campaigns have reached millions of viewers on Instagram, helping to amplify our message beyond our own channels. Creators such as Little Kale Girl, Made by Mandy and The Fit Feast have helped position Australian-grown macadamias as wholesome, versatile and indulgent.
By pairing creativity with authenticity, these collaborations are keeping macadamias part of everyday food conversations, inspiring home cooks, delighting audiences and building connections that drive awareness and purchase.
Stronger together
From co-branded product launches and culinary showcases to government partnerships and digital storytelling, collaboration remains central to how we share the Australian macadamia story with the world. Each partnership adds a new dimension, building awareness, opening markets and driving demand for a product that embodies quality, provenance and innovation.
