Macadamia industry’s million-dollar campaign in China
AUSTRALIAN macadamias will step into the spotlight in China for the first time this week, with the launch of a million-dollar consumer marketing campaign in Beijing, Shanghai and Guangzhou.
The China campaign is funded by Australia's 650-plus macadamia growers (via an industry marketing levy through Horticulture Innovation Australia) and represents one of the biggest investments the industry has ever made in an offshore market.
The Australian Macadamia Society, in conjunction with the industry's key commercial marketers, are the driving force behind the campaign.
The society's market development manager, Lynne Ziehlke, said it was all about making first impressions count.
"We have developed a cracking opportunity to showcase our global sensation to Chinese consumers," she 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 two campaign launch events in Shanghai and Guangzhou will play 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.