Market Access & Development
Purpose
The Market Access and Development Committee plays a pivotal role in shaping the trajectory of the South African macadamia industry. Tasked with devising robust strategies for both Market Access and Development, the Committee aims to propel the industry forward by identifying market growth opportunities, fostering local and international relationships, lobby for tariff reductions and staying agile in the face of evolving market dynamics.
Market Development
The Committee is committed to crafting an all-encompassing market development strategy with the aim of ensuring the ongoing success and growth of the South African macadamia industry, achieved through heightened sales and consumption of South African macadamias.
The Committee is tasked with formulating a comprehensive market development strategy for Board approval, encompassing of the following key objectives:
What’s new in Market Development?
Exploring Local Opportunities: SAMAC commissions South African Macadamia Market Research
SAMAC has commissioned a leading local food and beverage innovation hub, That Food Guy Group, to conduct research into the South African macadamia market. This comprehensive research, spanning from March 25th to July 31st, 2024, aims to uncover key insights and opportunities within the industry. The research objectives include identifying market share opportunities, exploring potential in product diversification such as snacking options and oil sales, targeting specific consumer demographics for market penetration, and tracking prevailing consumption trends.
The resulting report will offer insights into effective marketing strategies, provide a factual overview of product positioning and suggest avenues for expanding product categories and future opportunities. Additionally, it will recommend regions, platforms, and marketing techniques to optimise the promotion of macadamia products. By leveraging consumer insights, the research aims to facilitate the development of effective local marketing strategies and campaigns.
Ultimately, this research is expected to provide valuable insights to SAMAC members, aiding in the development of localised marketing strategies and campaigns, thus supporting the growth of the local macadamia market.
Market Access
Within the domain of market access, the Committee is dedicated in creating an equal playing field for the South African Macadamia industry through initiatives that aims to reduce trade barriers, with a particular emphasis on advocating for tariff reductions.
The Committee is entrusted with devising a robust strategy for market access for approval by the Board, encompassing of the following initiatives:
What’s new in Market ACCESS?
Chaîne des Rôtisseurs Competition
SAMAC proudly sponsored the recent initiative undertaken by Chaine de Rôtisseurs in South Africa, aiming to promote culinary excellence and highlight the versatility of macadamia nuts in cuisine. The initiative commenced with a buildup towards World Chaine Day, celebrated on 20 April. Restaurants across five provinces participated by incorporating delicious macadamia-infused dishes into their menus. The provinces involved were Mpumalanga (Lowveld), KwaZulu-Natal, Ortanique, Gauteng, and Boland.
The primary focus of this initiative was to raise awareness among chefs nationwide regarding the diverse culinary applications of macadamia nuts. Through engaging with chefs, the initiative aimed to showcase the various macadamia nut products and inspire creativity in culinary endeavours.
International Dried Fruit and Nut Council
Mrs. Lizel Pretorius, CEO of SAMAC, along with Pierre Cronje, Chairperson of the Board, and Myles Osborn, Vice-Chairperson of the Board, attended the International Dried Fruit and Nut Council (INC) conference in Vancouver from May 8-10, 2024.
The INC conference is the premier international event for owners, presidents, and CEOs of the world’s leading nut and dried fruit companies. Attending this conference is a significant opportunity for our industry to expand its network, stay updated on the latest industry trends, and strategically position ourselves for continued success in the global market.