What Australian Macadamias does

Australian Macadamias (legal entity: Australian Macadamia Society, ABN 19 010 689 415) is the peak industry body representing approximately 800 macadamia growers along Australia's east coast, founded in 1974 and headquartered in New Farm, Queensland with 15 employees. The Society is funded by statutory grower levies and Australian Government contributions channeled through Hort Innovation, and operates a non-commercial model focused on growing global demand for Australian-origin macadamias among food manufacturers and building consumer preference in key export markets. The organization's stakeholder base spans ~800 growers, 14+ Australian processors/exporters (including Marquis Marketing, Green & Gold Macadamias, Suncoast Gold, CL Macs, and Stahmann Webster), and a downstream network of branded manufacturers in Asia-Pacific and Europe.

The Society's product portfolio centers on industry trade-marketing assets rather than sellable technology: a multilingual B2B trade portal (trade.australian-macadamias.org, available in English, Japanese, Simplified Chinese, Korean, and Traditional Chinese), the Australian Macadamias Technical Guide covering kernel specifications and application advice, Application Solutions Guides across five categories (Dips, Nut Pastes, Bakery, Praline Fillings, Snacking) co-developed with the Queensland Department of Primary Industries, Kernel & NIS Quality Standards, monthly crop forecasts, the Supplier Directory connecting buyers with processors, and sustainability resources documenting regenerative farming practices and carbon sequestration (~668,571 tonnes CO2e absorbed in the 2025 season). The underlying "technology" is agricultural: macadamia cultivation, carbon-positive orchard management, biological pest control, and circular use of orchard by-products.

The go-to-market motion is multi-channel B2B field sales combined with event-driven demand generation. Six regional Market Development Managers (Australia/Europe, India, Japan, China, South Korea, Taiwan) provide direct enterprise engagement with food manufacturers, supported by Austrade-opened Food Innovation and Tasting Forums in Seoul, Tokyo, China and Taiwan. Flagship consumer-brand partnerships with South Korea's CU convenience stores, Kokorokara, Brookfarm (Australia), and Paul and Mike (India) drive co-branded SKUs that pull demand through to ingredient procurement. Approximately 72% of Australian macadamia production is exported, generating ~$275M AUD of FY2025 export value across China, Japan, South Korea, Taiwan, India, Europe and North America, with >$2M AUD invested annually in international marketing.

Name

Australian Macadamias

Legal name

Australian Macadamia Society

Website

https://trade.australian-macadamias.org

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

11–50 employees

Short description

Australian Macadamias (Australian Macadamia Society) is the non-profit peak industry body representing ~800 Australian macadamia growers, funded by grower levies and government contributions via Hort Innovation. It provides multilingual trade marketing, validated technical formulation guides, regional market development, and industry representation to grow global B2B and consumer demand across Asia, Europe and North America.

Ownership category

akta.pro rank

Product category

Tree Nut Industry Marketing and Trade Development

NAICS

Snack Food Manufacturing (31191), Frozen Food Manufacturing (31141)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Pretzels & Salted Snacks (CRADABAI)

akta.pro secondary industries

Cold Storage QA/Compliance & Traceability Services (HACCP/FSMA, audits) (AFAOAFAM), Food Systems & Value Chain Development for Nutrition (BPADAJAG)

Keywords

• Tree nut marketing
• Agricultural trade services
• Food ingredient promotion
• Industry body services
• Macadamia exports

Headquarters

HQ city

New Farm, Brisbane

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Industry Marketing and Promotion Services: Australian Macadamias (Australian Macadamia Society) operates as an industry body funded by statutory levies on macadamia growers and government matching contributions through Hort Innovation. Revenue is not generated from product sales; instead, the organization provides marketing, technical resources, market development, and industry representation services to benefit the Australian macadamia industry. The organization's activities are directed at growing global demand for Australian macadamias as an ingredient among food manufacturers, and building consumer preference in key export markets.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels11 records

Core offering

Australian Macadamias is the peak non-profit industry body for Australian macadamia growers, providing marketing, technical resources, market development, and trade promotion services to grow global demand for Australian macadamias as a premium food ingredient. It operates a multilingual trade portal offering a Technical Guide, Application Solutions Guides, Kernel & NIS Quality Standards, crop forecasts and industry reports, a supplier directory, and sustainability resources, and runs regional Food Innovation Forums and brand partnerships across key Asian markets.

Product overview

Australian Macadamias operates as the industry trade portal for the Australian macadamia industry, offering a portfolio of technical resources and market intelligence services. The core offerings include the Technical Guide (comprehensive ingredient specifications and application guidance), the Application Solutions Guides (validated product formulations for Dips, Nut Pastes, Bakery, Praline Fillings, and Snacking), Kernel & NIS Quality Standards, crop forecasts and industry reports, a Supplier Directory, and sustainability resources. These services support food manufacturers, product developers, and trade partners in incorporating Australian macadamias into commercial food products.

Differentiator

Problem solved

Functional benefit

Products and services

• Australian Macadamias Technical Guide Comprehensive technical reference guide integrating kernel specifications, technical knowledge, application advice, and nutritional information for food industry professionals working with macadamias.
• Application Solutions Guides Fully validated formulations and product concepts across Dips, Nut Pastes, Bakery, Praline Fillings and Snacking guides developed by QDPI food technologists to support commercial food innovation with macadamias.
• Kernel and NIS Quality Standards Official quality standards documents specifying requirements for macadamia kernel products and Nut-In-Shell (NIS) products for the Australian industry.
• Australian Macadamia Crop Forecasts and Industry News Monthly newsletter and regular reports covering crop production forecasts, market trends, industry developments, consumer insights, and sustainability practices.
• Supplier Directory Directory of verified Australian macadamia suppliers including processors, exporters and value-added product manufacturers for food industry procurement.
• Sustainability Resources Information and resources on sustainable macadamia farming practices, including water management, carbon sequestration, biodiversity, biological controls, and conservation efforts.
• Market Development and Trade Promotion Services Regional market development support including regional Market Development Managers, Food Innovation and Tasting Forums, brand collaborations and promotional activities across Australia, Europe, India, Japan, China, South Korea and Taiwan.

Quantifiable outcome

• Australian macadamia orchards absorb approximately 668,571 tonnes CO2e per year across Australia's growing areas
• +5 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered core and flagship.

• Australian Trade and Investment Commission (Austrade)coreGTM or Marketing Partner · 8 April 2026Austrade officially opened the Australian Macadamias Food Innovation and Tasting Forums in Seoul and Tokyo, providing government-level endorsement and support for the events. Austrade's Trade and Investment Commissioners (Dane Richmond in Seoul, Kendall Draper in Tokyo) formally opened the forums, representing the Australian Government's commitment to supporting agricultural export growth.
• BrookfarmcoreStrategic or Co-development Partner · 8 April 2026Brookfarm, an Australian premium cereal and snack brand led by CEO Will Brook, participated as a manufacturer guest speaker at the Food Innovation and Tasting Forum in Tokyo, sharing the brand's experience incorporating Australian macadamias into commercially successful products. Brookfarm positions Australian macadamias as a key differentiator in its premium granola product range.
• Queensland Department of Primary Industries (QDPI)coreStrategic or Co-development Partner · 8 April 2025QDPI partnered with Australian Macadamias in the development of the Technical Guide and Application Solutions Guides. QDPI food technologists, led by Kerridyn Hooker (Product Development Lead / Food Innovation Team Leader), provided validated inclusion rates, processing guidance, and scalable formulation support across 5 application categories. The partnership combined QDPI's scientific expertise with industry market knowledge to create commercially viable, food-safe, and reproducible technical resources for food manufacturers globally.
• SIGEP China (Italian Exhibition Group)coreGTM or Marketing Partner · 1 January 2025Australian Macadamias was a silver-level sponsor of SIGEP China (Shenzhen International Gelato, Bakery & Coffee Exhibition), supporting the Gelato World Cup China selection competition. The partnership positioned Australian macadamias as a premium ice cream ingredient and generated media coverage through Chinese food industry channels including the China Food Industry Association and SIGEP's official WeChat account.
• Hort InnovationcoreGTM or Marketing Partner · 1 January 2025Hort Innovation is the not-for-profit, grower-owned Research and Development Corporation that funds the Australian macadamia marketing program using the macadamia industry levy and Australian Government contributions. Hort Innovation coordinates the strategic investment in market development, technical resources, consumer marketing, and trade promotion activities across Australian and international markets.
• Australian Food and Wine Collaboration GroupcoreGTM or Marketing Partner · 1 January 2025The Australian Food and Wine Collaboration Group, supported by the Australian Government ATMAC (Agricultural Trade and Market Access Cooperation) program, coordinated events including 'Taste the Wonders of Australia' in Japan. Australian Macadamias participated as one of five member organizations (alongside other horticulture sectors), contributing to demonstrations, workshops, and dinner menus featuring macadamias.
• Trade and Investment QueenslandcoreGTM or Marketing Partner · 1 January 2025Trade and Investment Queensland (TIQ) organizes Taste of Queensland showcase events in Taiwan and Japan, facilitating connections between Australian macadamia industry representatives and importers, traders, and retailers. TIQ-sponsored events featured macadamias in tasting sessions and business networking functions attended by Queensland's Premier and Minister for Primary Industries.
• Four Pillars Trading (India)coreChannel Partner/ Reseller/ Distributor · 1 January 2025Four Pillars Trading serves as the Australian Macadamia Society's India representative, facilitating market development activities including the Australian Macadamia Festival. The firm supports trade connections between Australian exporters and Indian food manufacturers, retailers, and foodservice operators.
• Hopscotch Groupe (China, Taiwan, South Korea)coreChannel Partner/ Reseller/ Distributor · 1 January 2025Hopscotch Groupe serves as the Australian Macadamia Society's representative in China, Taiwan, and South Korea, managing market development, trade events, and industry relationships. Regional contacts include Cassidy Zhu (China), Jihyun Kim (South Korea), and Tiffany Wang (Taiwan).
• MasterChef (India partnership — Andy Allen)flagshipGTM or Marketing Partner · 1 January 2025The Australian Macadamia Festival in India featured collaborations with MasterChef Australia judge Andy Allen, elevating the event's profile and attracting media attention. The partnership generated significant engagement for the macadamia ingredient in the Indian market.
• Kokorokara (South Korea)flagshipStrategic or Co-development Partner · 1 September 2024Australian Macadamias partnered with South Korean premium dessert brand Kokorokara to develop and launch limited-edition macadamia desserts, including the Macadamia Brittle Pudding. The partnership was supported by distribution through CU convenience stores, where products were initially planned as limited-time offerings but extended to four months due to strong consumer demand. Kokorokara provides dessert development and innovation expertise; Australian Macadamias provides ingredient positioning and marketing support.
• CU (South Korea)flagshipChannel Partner/ Reseller/ Distributor · 1 September 2024CU, South Korea's largest convenience store chain, partnered with Australian Macadamias and Kokorokara to distribute macadamia dessert products. Following the success of the Kokorokara collaboration, CU expanded its macadamia product line independently to include macadamia chocolate cookies, macadamia matcha cookies, and macadamia brittle ice cream bars, all prominently featuring Australian macadamias.
• Paul and Mike (India)flagshipStrategic or Co-development Partner · 1 January 2024Australian Macadamias partnered with Indian premium 'farm-to-chocolate' brand Paul and Mike to launch a range of limited-edition chocolate products featuring Australian macadamias, including Australian Macadamia Cranberry Smooth Milk Chocolate, Coffee Macadamia Chocolate Blocks, and Australian Macadamia Chocolate Spread. The collaboration was highlighted as an important milestone in the Australian-India trade relationship, reflecting growing Indian demand for premium, sustainably sourced ingredients.

Scale indicators12 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Oregon Hazelnut Industry Office: State-level industry marketing body for Oregon hazelnuts, with a similar grower-funded mandate to promote a premium tree nut in global food manufacturing and snacking applications. Smaller scale than AMS but very comparable in operating model.
• Southern African Macadamia Growers' Association (SAMAC): The peak industry body for South African macadamia growers, which now produces more volume than Australia. Directly comparable in mandate (grower representation, technical resources, export promotion) and is Australia's primary competitor in the global macadamia trade.
• Kenya Nut Company / Kenya Macadamia industry bodies: One of Africa's largest macadamia processors and exporters, representing Kenya's growing role in the global macadamia supply. Comparable as a competing origin targeting the same food manufacturer end markets.

Broad incumbents

• International Nut & Dried Fruit Council (INC): Global umbrella organization for the nut and dried fruit industry, covering macadamias alongside almonds, walnuts, pistachios, cashews, hazelnuts and pecans. Comparable in industry body / trade association mandate and global B2B and consumer promotion activities.
• Almond Board of California: The US-based agricultural commodity board that conducts market development, nutrition research, and category promotion for California almonds. Operates a similar grower-funded marketing body model targeting food manufacturers and consumer demand, but at a much larger scale and across a broader nut category that competes with macadamias in snacking and baking.
• California Walnut Commission: US federal marketing order-funded body promoting California walnuts globally. Comparable in funding structure (grower assessments) and B2B marketing approach to food manufacturers, though focused on walnuts rather than macadamias.
• American Pistachio Growers: Commodity board promoting US-grown pistachios through health/nutrition research and export marketing. Comparable in mission (premium nut category marketing) and go-to-market (B2B technical support, trade events, sustainability storytelling) but operates at significantly larger scale.

Emerging players

• Brazilian Pecan Growers Association (Associação Brasileira de Pecanicultores): Industry association promoting Brazilian-grown pecans as a premium tree nut in confectionery and bakery applications. Comparable grower-funded marketing approach targeting food manufacturers globally, though Brazil is a relatively newer origin.

Others

• Hort Innovation: Australian grower-owned Research and Development Corporation that channels statutory levy funds (including the macadamia levy) and Australian Government matching contributions to AMS and similar horticulture industry bodies. Functionally upstream as the funding conduit and R&D partner.
• National Peanut Board (USA): US federally-funded commodity board promoting peanuts via nutrition research, export marketing, and B2B manufacturer engagement. Operates a similar checkoff-funded model with comparable functional structure to AMS.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/australianmacadamias

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

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Frequently asked questions about Australian Macadamias