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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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Compass
UK Executive Nick Vadis has created a series of
recipes on behalf of SAMAC highlighting the
versatility and value adding qualities of
Macadamias. The recipes focus primarily on
sustainable, British ingredients enhanced by the
addition of macadamias and have been designed to
appeal to both the fine dining and pub restaurant
chefs.
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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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Macadamia,
confit duck and foie gras terrine chutney
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Seared
scallops, macadamia cream, fennel slaw vierge |
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Baked
sea bream with Macadamia crumb |
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Roasted
wood pigeon with Macadamia cream |
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Slow
cooked venison with roasted Macadamia farce |
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Seared
guinea fowl |
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Open
raviolo of wild mushroom with Macadamia pesto |
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Chicken
and Macadamia satay |
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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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