MSM Industry News Intelligence
Australian demand-building programme prepares for future supply
Hort Innovation reports on Australian macadamia marketing activity designed to grow domestic consumption, export demand and ingredient use. The programme combines consumer advertising, partnerships, sampling, technical resources and direct engagement with food manufacturers.
The work is being undertaken ahead of expected production growth. Australia had 47,659 hectares of mapped macadamia orchards by June 2026, including almost 9,000 hectares of younger trees that have not yet made their full contribution to supply.
Campaign examples include consumer activity in Australia, product partnerships in Asian markets, retail sampling in India and multilingual technical guides for manufacturers. The common objective is to expand consumption occasions and make it easier to formulate products containing macadamias.
Why This Matters
The programme provides measurable examples of demand investment being used to prepare for rising supply, including both consumer promotion and business-to-business product development.
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