MacDay 2026: ROAD TO BETTER DECISIONS FOR GREATER VALUE
Date: 8-22 September 2026
Regions: Mpumalanga, Limpopo, KwaZulu-Natal, Western Cape
Theme: The Road to Better Decisions for Greater Value
MacDay On The Road 2026, hosted by Macadamias South Africa NPC (SAMAC) in partnership with Anysort, brought together 518 delegates from across the value chain for four one-day events across the key macadamia growing regions of South Africa. This created a platform for growers, processors, researchers, service providers, government and industry leaders to engage with the issues facing the sector. Across all events, the industry unanimously agreed that we are operating in a more complex environment and future competitiveness will depend on the quality of the decisions we make together.
MacDay in Numbers
Total Attendance
Attendees
Mpumalanga 222 attendees
Limpopo 101 attendees
KwaZulu-Natal 110 attendees
Western Cape 85 attendees
MACDAY ON THE ROAD 2026
Programme Insights
The MacDay 2026 programme was designed around practical decisions that ultimately influence grower value. Topics moved deliberately between the farm, factory and marketplace, addressing global economic conditions and commercial strategy as well as post-harvest value, profitability under pressure, pest management, irrigation and the future of industry research.
SAMAC Integrator: A new tool for smarter decisions
A major milestone of MacDay 2026 was the launch of the SAMAC Integrator, a new industry platform designed to support growers, processors and other industry stakeholders with better access to information, data and a decision-making tool. The ambition extends towards a more intelligent industry in which information can help improve orchard practices, productivity and ultimately competitiveness. The SAMAC Integrator is part of the industry’s shift towards the “Intelligent Orchard”, connecting data with practical farm-level decision-making.
“My takeaway from this day is the amazing technological advancements available to the commercial sector of the industry.”
Economist, Dawie Roodt (Efficient Group) COMMENTS ON THE SAMAC INTEGRATOR AT MacDay, LIMPOPO.
Dr Elsje Joubert presents the launch of the SAMAC Integrator.
Economist, Dawie Roodt presents on the global economic outlook.
Market Strategy: From producing more to creating more value
SAMAC’s market-development presentation posed a simple question of South Africa’s response to increasing demand as global macadamia production rises. The commercial response was presented through three connected priorities:
Protect the experience
Taste Life
Focusing on standards and quality of macadamias to ensure consumers have the best experience.
Grow the demand
Market Penetration
Creating demand through trial, innovation and consumer awareness with the goal of increasing consumption.
Capture the value
Market Share
Premium positioning of South African macadamias through origin, engagement and relationships.
Market access remains the industry’s licence to compete. SAMAC’s work therefore includes addressing tariff and non-tariff barriers, maintaining relationships in existing markets and creating more options for South African exporters through premiumisation, innovation and wholesale. This aims to ensure that the growing supply matches consumer demand. The future will depend not only on production, but on how many people choose to consume them and, more importantly, how much value the South African industry captures from this demand.
“We are only 2% of the nuts globally. We might feel big in our world, but we are actually tiny in the world out there. We need to work together to overcome the current headwinds.”
Jillian Laing (World Macadamia Organisation), on the need for perspective and Collaboration.
Jillian Laing presents on global consumer trends and key macadamia consumer markets.
Government and Industry: Opening the door to opportunity
The KwaZulu-Natal event brought an important government perspective, with Deputy Minister of Trade, Industry and Competition, John Steenhuisen addressing the industry’s international competitiveness and the need for closer government-industry cooperation. His appointment as Deputy Minister of Trade, Industry and Competition was announced in June 2026.
The Deputy Minister highlighted market access, tariffs, infrastructure, logistics, regulation, investment and skills as areas where an enabling environment can strengthen the sector. He also emphasised market diversification, value addition, productivity, quality and sustainability, while acknowledging the importance of more competitive tariff conditions for South African. Steenhuisen described the industry’s objective as being able to compete on a “fair and equal basis”, allowing the quality of South African product to speak for itself.
Deputy Minister, John Steenhuisen addresses the audience in KwaZulu-Natal.
From left: Daniel Silke (Political Futures Consultancy), Lizel Pretorius (SAMAC CEO), DM John Steenhuisen, Pierrie Cronje (SAMAC Chairman) and Myles Osborn (SAMAC Vice-Chairman)
Bringing the conversation back to the orchard
While global markets were an important part of MacDay, the programme remained connected to the realities facing growers. Processors unpacked how decisions made long before delivery affect value at the factory entrance gate. Growers shared their experience of managing orchards in tight economic conditions. Research sessions focused on practical responses to threats such as macadamia felted coccid and increasingly important decisions around irrigation and water availability.
“It’s great that SAMAC is looking at market development but also taking a proactive approach to managing droughts in the years to come.”
Richard Phelan (Golden Macadamias) reflected on the event’s balance.
Attendees engaged in question and answer sessions after every presentation on the agenda.
Four regions. One industry.
Perhaps the greatest value of taking MacDay on the road was the opportunity for people to engage directly.
“It is important for farmers to have the opportunity to interact with each other, researchers, industry experts, consultants and SAMAC staff. This is a wonderful opportunity for the industry to come together.”
An observation from Barry Christie (Green Nut Farms).
“Collaboration remains one of the strengths of our industry. Growers, processors, nurseries, other stakeholders and SAMAC all bring different perspectives and expertise. By working together, we can find better solutions and build a stronger, more resilient industry.”
That sentiment was echoed by SAMAC CEO, Lizel Pretorius.
The pressures facing the macadamia industry are interconnected. Market access depends on quality and quality starts in the orchard and increasing production must be matched by growing consumer demand. Research, technology and industry strategy therefore need to work together across the value chain. The opportunity now is to use current market pressures as a catalyst to build resilience, attract and retain more consumers, grow premium demand and ultimately capture greater value for South African macadamias.
Platinum Partner, Anysort in Mpumalanga. The Anysort Team joined the SAMAC MacDay Team in all regions meeting various industry stakeholders.
THANK YOU for joining us
SAMAC extends sincere thanks to all speakers, exhibitors, service providers, and most of all, our delegates, who contributed to the success of MacDay 2026. This year’s event echoed our shared commitment to growth, innovation, and collaboration. Let’s continue working together to shape a resilient, profitable, and sustainable future for South Africa macadamias.
SAMAC also extends a heartfelt thank you to all our Sponsors. MacDay 2025 was made possible through their generous support and commitment to the growth and sustainability of the South African macadamia industry. These contributions enabled us to deliver a world-class experience.
As part of the ongoing commitment to advocate for South Africa’s macadamia industry, SAMAC participated in the Department of Agriculture’s 2025 Budget Vote on 9 July 2025.
His Excellency, Chinese Ambassador, Mr. Wu Peng and his esteemed delegation visited Nelspruit, Mpumalanga in June this year. The visit is part of ongoing efforts to deepen trade relations and cooperation in the macadamia sector between South Africa and China. Currently, South Africa has a 12% tariff barrier on macadamia imports from South Africa.
Giraf Macadamia Drink is one of the brands offering a milk-alternative for especially the vegan…
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