The United States is one of the world’s largest consumers of tree nuts, but macadamias don’t enjoy the same status as almonds or pistachios. Industry leaders say the difference comes down to marketing – or rather, the lack of it.
By Jasper Raats, senior journalist at African Farming and Landbouweekblad
Consumers still too often think of macadamia nuts as an expensive, fattening treat rather than a healthy, functional food.
Alex Whyte, the director of Green Farms Nut Company, based in Nelspruit, Mpumalanga, says it’s time for the industry to reimagine its image. “We’re getting lost in the noise of other tree nuts. We need to retell the story of what makes macadamia nuts unique – from their origins and taste to their health benefits.”
Michelle Hamel, director of strategy at Love Macadamia, a US campaign to educate consumers about macadamia nuts’ health benefits and versatility, says that is exactly what she and her team are doing.
Speaking at MacDay 2025, hosted by Macadamias South Africa (SAMAC) in Zimbali, KwaZulu-Natal, she said it’s important for the conversation around macadamia nuts to change.
“In 2022, people searched Google for answers to questions such as, ‘Are macadamia nuts bad for my skin?’ ‘Will macadamia nuts make me gain weight?’ ‘Why are they so expensive?’ There were no questions about health. Our goal is to shift that conversation from fear and confusion to value and wellness.”
Through extensive market research, the Love Macadamia team developed a strategy positioning the nut as a modern, healthy lifestyle product. Urban, affluent and health-conscious American consumers are the target market for this campaign. Media platforms ranging from the non-profit public radio network NPR to TikTok and Instagram are being used to make macadamias part of the conversation.
The emphasis is on storytelling rather than sales – delivering nuggets of educational content, user-friendly recipes and visually striking videos that position macadamias as a ‘healthy luxury’.
Also read: Striking gold with macadamias
What the Modern Consumer Wants
Health and wellness remain America’s fastest-growing food-category drivers, according to Hamel. Functional foods that support focus, energy, immunity and weight management are growing by double digits annually. Even the popularity of GLP-1 weight-loss drugs such as Ozempic is driving demand for natural sources of fat and protein.
“Macadamia nuts fit the bill perfectly. They’re natural, full of ‘good fats’, low in carbohydrates, and versatile in both sweet and savoury dishes. This is exactly what the modern consumer wants.”
With more than 50 000 social media followers and 500 000 monthly impressions, the Love Macadamia campaign has already laid a solid foundation. The next step is to deepen the health and functional message – and establish the nut’s place in American food culture.
So, despite trade barriers, South African macadamia producers and exporters should not give up on the American market just yet.
“Our job is not to change macadamias,” Hamel said. “It’s to tell their story in a way that resonates with today’s consumer.”
Also read: South Africa’s macadamia industry eyes growth despite challenges
