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Southern
African Macadamias in the UK
| Macadamia Advice
Centre UK Consumer Campaign 2007 - 2010 |
Benchmark UK consumer research
carried out in 2005 on behalf of the Australian
Macadamia Society showed that 72% of those surveyed
had never tasted a macadamia nut (BMRB).
Recognising
the need to increase awareness of macadamia nuts, a
three year educational campaign is being undertaken as
a combined initiative between the Southern African
Macadamia Growers' association SAMAC and the Australia
Macadamia Society.
The
consumer campaign focuses primarily on educating
consumers on the health benefits of macadamias.
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Celebrity
doctor and natural health expert Dr Sarah Brewer
was appointed spokesperson for the campaign to
help drive media coverage and to communicate with
medical professionals.
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A
consumer website www.macadamia.org.uk
and
advice line ‘The Macadamia Advice Centre’ - 020
7436 8800 was created.
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250,000
leaflets with information on the benefits of
macadamia nuts as part of a healthy diet were
placed in doctor’s surgeries reaching up to 49
million consumers.
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The
campaign is communicating face to face with the
public with an information stand attending both
professional healthcare conferences and consumer
events such as the Vitality
Show.
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A
consumer press campaign has generated coverage
reaching more than 29 million people.
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| SAMAC
Trade Campaign 2008/09 to drive sales and
awareness |
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Promotional
literature under the slogan ‘The Macadamia
Revolution’ was produced for use by
manufacturers, wholesalers, bakers and
restaurants.
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Visits
were made to leading NPD teams of
manufacturers across the country.
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To
encourage high profile chefs to join the
‘Macadamia Revolution’ a SAMAC appointed
chef visited thirty prestigious London
restaurants with samples and information
folders.
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Promotions
were set up with three of London’s biggest
restaurant suppliers to help drive usage among
their customers.
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SAMAC
attended the ‘2009 Skills for Chefs’ show
with a chef on hand to talk to fellow
professionals about macadamia usage.
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Artisan
bakers Paul Merry, Ian Martin and Peter Cook
were commissioned to create a series of bread
recipes which were featured in the trade press
to drive macadamia use amongst bakers. These
recipes were tested in both a retail
environment at award winning SC
Price & Sons
bakery
in Ludlow and in a foodservice environment by
the Pot
Kiln’s outside
catering arm.
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A
press trip was organised taking journalists
from two leading trade publications to visit
the macadamia orchards and processing plants
in South Africa.
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Latest
Benchmark research shows that awareness of
macadamias is up by 1 million since 2008.
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2008
- 09 Sales have shown a year on year rise of
45%.
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Brands
currently using macadamias include Subway, Ben
and Jerry’s, Eat Natural, Stoat’s Porridge
bars and Dorset Cereals.
Restaurants
such as The Berkeley, Providores, Asia de Cuba,
Pied à Terre, Sat Bains with rooms and SAF have
recently featured macadamias on their menus.
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| News
from the Macadamia Revolution
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Fruited Cornbread with Macadamias |
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Rye-Wheat, Macadamia
and Sultana bread |
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Spelt, Honey and Macadamia Bread |
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For
further info on macadamias in the UK please
contact The
Macadamia Advice Centre.
Email
info@macadamias.org.uk
or call us on 020
7436 8800.
To
sign up to the bi-monthly newsletter email Patrick@impactagency.co.uk
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