Australian export case study In the past, Australia’s macadamia growers exported their products only in a raw state, or as plain roasted nuts. Not any more.
“Hot flavours are a definite ‘value add’,” says Jim Twentyman, the CEO of Suncoast Gold Macadamias, a co-operative of 150 macadamia nut growers in Gympie, southern Queensland.
“Flavours such as wasabi and abalone, which we developed originally for the Asian market, are taking off all over,” Mr Twentyman says.
“Wasabi is now a favourite in Europe,” he adds, “particularly in Germany, where it is a bestseller.”
Suncoast Gold Macadamias – including smoked, chilli, sour cream & chives, honey roast and chocolate coated – are now exported around the world.
“They’re a nut with a long shelf life, so we send them off in cans and polyfoil bags to keep in the freshness,” says Mr Twentyman.
He explains that the macadamia nut is actually native to Australia.
“Macadamias are highly nutritious containing protein, calcium, potassium and dietary fibre and were used as a favourite food by the aborigines,” Mr Twentyman notes. “In fact, the local aboriginal name for the macadamia nut is ‘kindal kindal’.”
Hawaii used to be the centre of world macadamia production, but in 1997 Australia became the biggest producer.
Until some fifty years ago, the incredible toughness of the macadamia shell made processing slow and laborious, thwarting attempts at commercial development. It was not until mechanised processing was established in 1954 that commercial farming became viable.
There are now five million macadamia trees being farmed in Australia, mainly in southern Queensland and northern New South Wales, and the industry is worth more than $75 million, with sixty per cent of the crop exported.
Jim Twentyman says that Austrade has assisted Suncoast Gold in selling their macadamias around the world, and mentions support from Austrade offices in Budapest, Istanbul, London, Singapore, Seoul and Warsaw, among others.
“Austrade has helped us enormously over the years. Whenever we have approached a new market, Austrade has been there to assist us, facilitating meetings and providing contacts.” |