AUSSIE macadamia growers have spent a million dollars getting their product in front of Chinese consumers this week.
The Australian Macadamia Society (AMS) launched a consumer marketing campaign in Beijing, Shanghai and Guangzhou, representing one of the biggest investments the industry has ever made in an offshore market.
The aim of the campaign is to drive consumer awareness and educate consumers about the various health benefits of Australian produce.
It also seeks to position Australian macadamias as a premium trusted choice.
The AMS partnered with the industry’s key commercial marketers in order to drive the campaign.
AMS market development manager Lynne Ziehlke said it’s all about making first impressions count.
“We have developed a cracking opportunity to showcase our global sensation to Chinese consumers,” Ms Ziehlke said.
“The Australian macadamia industry’s strategic global marketing plan has identified the potential, we’ve done the homework, and the timing is perfect to invest in our first consumer marketing campaign in China.”
The recent China-Australia Free Trade Agreement (FTA) is expected to make Australian macadamias even more affordable for Chinese consumers, a definite stimulus for the nut push.
The two campaign launch events in Shanghai and Guangzhou played host to more than 100 industry and government representatives including the majority of major Chinese retailers and a large cross section of Australian macadamia industry suppliers, exporters and growers.
Trade and investment minister Andrew Robb also delivered a message via video link.
“The campaign is about initiating a conversation with Chinese consumers, via an integrated mix of social media, advertising, TV, newsletters and other promotions and focussing on key occasions like Chinese New Year,” Ms Ziehlke said.
She said the campaign has been more than two years in the making, developed on the back of a major Chinese research study conducted by the Australian macadamia industry and substantial investment in retail sales and trade data.
“Our research shows that many Chinese consumers are already aware of macadamias and perceive them as premium, gift-worthy and exotic with anti-aging benefits," Ms Ziehlke said.
"The time is right to tell the story of Australian origin and showcase the health benefits of our product."
The Chinese campaign comes hot on the heels of similar Australian Macadamia projects in Japan, Korea and Taiwan.
Mr Robb said the Australian macadamia industry is one of Australia’s export success stories with a strong record of developing new international markets across the globe.
“China is the newest of these markets with exports up 86 per cent in the last 24 months," he said.
"That represents 24pc of all Australian macadamias sold around the globe. These numbers are expected to grow even further thanks to the China-Australia FTA which will see tariffs of up to 24pc eliminated."
“This will provide a strong competitive advantage for the industry and make Australian macadamias more affordable for Chinese consumers, who are quickly developing a taste for Australia’s clean green premium produce."
The AMS has also signed a memorandum of understanding with the Yunnan Macadamia Society in China to assist in the development of the industry in China.
