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Campaign to boost macadamia sales to Taiwan
By Kim Honan
Wednesday, 22/08/2012
Exports of Australian macadamias to Taiwan have grown 200 per cent in the last few years and a new campaign is now hoping to increase exports into the Asian country from 300 tonnes to 750 tonnes per year.
The Australian Macadamia Society will use television ads to reach two million people and also social media, which the industry body says it’s already used successfully in Japan, Europe and domestically.
AMS market development manager Lynne Ziehlke says the campaign is about driving interest from importers and increasing the awareness of macadamias among the Taiwanese consumers, which is still very low.
“But research says that they love the taste of macadamias and that’s a really great thing for us, because macadamias are all about taste, the great taste and texture, so Taiwanese consumers recognise that,” she said.
“Now the other part of that is we’ve got to get more product on the shelves, because they would buy it if they could find more of it on the shelf.”
Lynne Zielke says the campaign will push the whole story of the macadamia. “One, about the pristine, clean and green environment that macadamias come from, that’ll be a key focus particularly at the beginning of the launch stage,” she said.
“But we’ll also be talking about the health benefits of macadamias, because health is very important. And it’s very interesting in Asia, because they regard food as a medicine in a way that we don’t in Western cultures. So it is very important that you do associate some sort of health benefit or attribute to your product when you’re talking in Asian countries.”
Harvest Happenings 2012
View recent 2012 Harvest Happenings.
Meiji Advertising in Japan
Click here to view some Meiji macadamia advertising currently shown in Japan.
Eamon Sullivan backs up growers as they strive for gold
Australian swimming sensation and culinary king, Eamon Sullivan, is lending his support to macadamia growers by becoming the face of The World’s Finest Nut for the second year in a row.
Celebrity Chefs Gone Nuts
Award-winning chefs Steve Snow from Fins (Salt Village Kingscliff) and Katrina Kanetani from Satiate (Bangalow) will showcase the versatility of the native Australian macadamia nut at the Northern Rivers Regional Food Celebration event next week.
The pair will create both sweet and savoury dishes – using fresh local macadamia nuts and Brookfarm cold pressed Macadamia Oil.
Steven’s dish will be a chargrilled cuttlefish and chorizo on local potatoes with saffron mayonnaise, while Katrina will create a luxurious dessert.
The ‘Gone Nuts’ celebrity chef event is part of the North Coast National and will take place from 1-2.30pm on Saturday October 22 at the Lismore Showground.