Australia’s macadamia growers are a happier lot after the record production in this year's season. They produced the largest Australian macadamia crop ever – 48,300 tonnes in-shell with 10 percent moisture.

The 2015 crop figure shows a 10 percent jump over the crop level recorded in 2014, reported ABC News. The native Australian nut has been a global success story with its great texture, taste and health benefits for its consumers.

Bumper crop

According to Australian Macadamia Society's Chief Executive Officer Jolyon Burnett, the excellent crop is a result of good, dry harvest conditions and a prolonged harvest season that stretched into September backed by strong global prices.

Burnett said strong prices are encouraging growers to do an additional 'late harvest' pick up. He said positive factors such as a good offer price and better fertiliser application, care on soil health and organic matter incorporation have paid off. Processing companies are also reporting good kernel quality. Burnett said high yields had been reported in all the growing regions.

“We don't get record crops unless all regions perform well,” he said.

Among the important regions, Bundaberg is ahead with good growth and more young trees will be joining full production in the near term. Northern Rivers performed strongly too and is 50 percent of the crop. New areas like Emerald are promising with two percent of the crop, Burnett added. But the threat of damaging weather always poses a risk.

“We're not through the storm season yet, so anything can happen," he said.

Despite localised storms in Bundaberg and Northern Rivers there is still good crop in the trees. Burnett expressed optmism that the high crop levels will be repeated in 2016.

Focus on China

Meanwhile, the Australian macadamia industry is investing $1 million of grower levies for promotion of macadamia among the consumers in China's richest cities.

The industry launched the campaign in Shanghai in late November and is planning its launch in Guangzhou. According to Australian Macadamia Society's market development manager, Lynne Ziehlke, the campaign will also target consumers in Beijing and other tier 1 cities.

“We've got more than 150 people coming and they are a combination of retailers, of people who sell branded products in the supermarket and online, people who import and value-add to the product,” she said.

The Australian official said results of the campaign will show up in the lead up to Chinese New Year in February 2016. Ziehlke said the campaign will be extended to the social media as well and advertising, TV shows and newsletters will further boost the campaign.

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