In 2024/25, Hort Innovation invested levy funds into targeted marketing campaigns designed to increase consumer awareness, boost fresh produce consumption, and strengthen connections between growers and their customers.
Guided by consumer insights and delivered in partnership with industry, these campaigns helped more Australian households discover, purchase, and enjoy locally grown fruit, vegetables and nuts.
Key highlights for the macadamia marketing campaign include:
- To support global food manufacturers, a new multilingual Australian Macadamias Technical Guide was launched under the ‘ingredient innovation’ pillar. Available in five languages and promoted via LinkedIn and trade newsletters, the guide is driving deeper industry understanding and demand for macadamias in product development.
- Domestically, the Macadamias Make it Special campaign returned for Summer 2024/25, encouraging Australians to enjoy macadamias in everyday moments. The campaign ran across outdoor, print, digital, social and influencer channels, and included gold sponsorship of the Australian Women’s Weekly Christmas TV special, reinforcing macadamias as a premium, versatile choice.
- Internationally, the marketing plan focused on expanding demand in new and existing markets. At the Gelato World Cup China Selection, Australian macadamias featured in both gold and silver medal-winning creations, showcasing their appeal in China’s evolving dessert market. In India, the Australian Macadamia Festival returned to Delhi, supported by Austrade. The nine-day program spanned 11 venues and featured workshops, trade engagement and curated menus from top-tier chefs. driving awareness and trial across the food and beverage sector.
