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Impact started working with the Southern African Macadamia Grower’s Association in 2008 with the aim of driving usage of the premium nut as an ingredient in the foodservice, bakery and food manufacturing sectors. With awareness of macadamias low in the trade, the campaign began by producing some specific marketing folders detailing the nuts heritage, health benefits, storage requirements, uses and other key USP’s. Once these were produced, the Agency organised for a chef to visit London’s top restaurants and a consultant to visit NPD departments at various food manufacturers in order to discuss macadamia nuts and highlight how they could be used to add value to menus and new products. In order to reach chefs, bakers and NPD departments throughout the country, a trade media campaign also began which aimed to increase awareness of macadamias in the trade and keep the nut at the front of mind in the various sectors. In 2009, the campaign looked to build on the successes of the following year. With the marketing folders generating some excellent feedback, it was decided to add some additional sheets made up of trade case studies, showing how macadamias could be used in foodservice and bakery. The Agency worked closely with three artisan bakers and acclaimed restaurant The Potkiln who created some bespoke macadamia bread and dishes which were then trialled in their bakeries, restaurant and at contract catering events. The trials were photographed and documented, giving clear details on how macadamias could help increase revenue. Further food manufacturers were visited in 2009 and the trade media campaign continued with the bread recipes in particular, securing strong editorial in The British Baker. A press trip was also run to South Africa which was attended by journalists from Food Manufacture and Eat Out magazines. During the trip journalists were able to visit farms, processing plants as well as see how macadamias were being used by premium restaurants and food manufacturers in the country. Following the press trip in July 2009, the campaign once again focused on reaching chefs, by exhibiting at the Skills for Chefs show at Sheffield University. Macadamia bread, cookies and muffins were produced for the attending chefs to try, as well as samples being handed out so that they could trial the nut themselves. Promotions were also set up with some of London’s finest restaurant suppliers, who sent out macadamia samples along with marketing information to their existing customers. In 2010, the campaign once again aimed to build on the work carried out previously, by driving usage of macadamia amongst chefs, bakers and NPD personnel. With trade awareness increasing all the time, it was decided that the emphasis of the campaign should be to concentrate on getting samples of the nuts in as many chef’s, baker’s and NPD team’s hands as possible. To this end a mass sampling campaign took place in April 2010, where key food manufacturers and bakeries were sent samples of macadamias along with the macadamia marketing information. To specifically target chefs, 100 London restaurants were also sent samples along with macadamia oil and macadamia bread, to once again highlight the versatility of the nut. Just a few months down the line, several top restaurants have already introduced macadamias onto their menus. This sampling campaign has been supplemented by an on-going trade media campaign using SAMAC spokesperson Nick Vadis, Executive Chef for Compass Group UK & Ireland. Using Nick’s fantastic reputation and the 2010 activities, the Agency has been generating coverage in a range of trade titles. SAMAC will also be a sponsor for the Compass Chef and Young Chef of the Year competition in 2010. As part of the sponsorship, macadamias will be used as a key ingredient in heats and the final to be held at The Restaurant Show in October. The winners will win a trip to accompany Nick Vadis to South Africa to visit macadamia farms and processors in December. A new UK page has been designed and added to the SAMAC website providing manufacturers, bakers and chefs will macadamia information, news and recipes specific to the UK. A bi-monthly SAMAC trade newsletter has also been produced, which is sent out to key decision makers in the various sectors to keep them abreast of macadamia successes and UK support.

Staff Profile: Sam Houston