As the sole macadamia exhibitor, Green & Gold Macadamias (the marketing division of Green Farms Nut Company (GFNC)), observed key trends and growth markets for macadamias in the food and beverage sectors at this year’s Anuga trade fair. Anuga, hosted biannually in Cologne, Germany, is the globe’s largest gathering for the food and beverage sectors, including the world’s largest retailers and leading buyers. This year the trade fair took place from 5 October to 9 October with a record of over 165 000 visitors (from over 198 countries) and 7 400 exhibitors (from over 107 countries) taking part.
“Our business has been attending Anuga for over 16 years and it’s always a fantastic learning experience for us in ensuring that we continue to plan for the future. Understanding trends in the market is important to the role we play and ultimately how we deliver back to our growers”, says Alex Whyte, general manager, GFNC. The exhibitor stand was within the International Nut Council (INC) pavilion, along with other nut processors, retailers and key players in the nut value chain. We had the opportunity to promote, and establish new markets and customers.
“The trade fair brings global supply and demand together very precisely. With its clear concept and focus on relevant themes, it is a reliable marketplace for the global food world for customers from Germany and abroad,” Gerald Böse, President and Chief Executive Officer of Koelnmesse (organisers of the Anuga show), commented towards the end of the event.
“Demand for macadamias remains strong with record prices being supported by the market. Macadamias play a big role in the premium segment which is encouraging for the future. There is a growing perception that South African macadamias are as good as the Australian nuts. Improved factories and processing capability, together with increasing demand has exposed the market to the South African product which has elevated its status”, continued Whyte.
Versatility of macadamias
Only 20% of macadamias are used as an ingredient when compared to almonds, for example, where 80% is used as an ingredient. However, they are increasingly being used in pastes, butters, cookies and ice cream amongst many others. Other relevant key trends from the show include:
- A growing appetite for using naturally healthy ingredients in food driven by aging populations, rising interest in healthy lifestyles, concerns over obesity and growing awareness of the link between diet and health.
- Growth of “plant powered” or “plant based protein” products where concern regarding sustainability and the global food chain has been the catalyst behind the surge in new product developments based on plants.
- Sustainable and ethical farming. In South Africa there is good control on chemicals and registered applications
“The fact that we were the only macadamia exhibitor in 7 400 exhibitors puts our industry size in perspective and demonstrates growth potential. These trends represent an opportunity for the macadamia nut industry and indicate strong potential for ongoing growth, for macadamias and other plant based proteins in feeding the globe in the future. However, the industry needs to continue with research and educate the market regarding the health benefits of macadamia nuts like, for example, their omega 7 and monounsaturated fat content”, concluded Whyte.
The largest consumer of macadamias is the United States, followed by China and Europe. New and significant growth is seen in Latin America, South America and Southeast Asia.
As part of their ongoing strategy to remain at the forefront of industry developments, GFNC will also be exhibiting at the upcoming Food Ingredients Europe (FIE) show taking place from 28 November to 30 November 2017 in Frankfurt, Germany. – Press release