These figures were welcomed by growers as crop tonnage continues to increase year on year.
The increases are, in part, being attributed to the investment in a UK awareness campaign funded by Australian and Southern African Growers groups. The campaign, now in its second year, is helping to create consumer demand by raising awareness among consumers and health professionals of the unique taste and nutrition benefits of macadamia nuts.
It includes the establishment of a Macadamia Advice Centre, which has a website and manned information line. In the past year, the Advice Centre has targeted health and nutrition conferences, distributed 250,000 consumer-targeted, healthy eating leaflets to GP surgeries, plus a PR campaign that has reached over 18.5 million consumers.
The UK has become the fastest growing market for macadamia nuts in Europe. Total imports to Europe reached 5,954 tonnes (24% growth) in 2008, and worldwide consumption of 27,700 tonnes.
Australian growers are represented by The Australian Macadamia Society and the South African growers by the Southern African Macadamia Growers’ Association. This represents a first in the nut industry, of growers from different countries investing in a generic campaign to increase awareness of the health attributes of a nut.
Source: Australian and Southern African Macadamia Growers’ Associations
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