Australian grown macadamias are a sought-after superfood, loved by consumers and manufacturers alike for their inimitable taste, texture and versatility. A wave of new macadamia-growing investment will see more robust supply become available globally in the coming years. The Australian industry is excited about the opportunities this supply shift will open up for new product development, with food manufacturers now incorporating macadamias in their innovation pipelines with more confidence than ever before. As a real, raw and premium nut, macadamias are uniquely placed to meet today's consumer needs. Multiple research studies have told us that consumers love macadamias, they want to see them in more food products, and they're prepared to pay a premium for those products. The Australian Macadamias team is committed to helping manufacturers access and leverage the significant value of macadamias by fostering an environment for ongoing innovation, and forging a new level of support and partnership with manufacturers eager to invest.Australia is expanding consumer awareness and understanding of macadamias and how to use them. Actively promoting the brand in Australia, China, Japan, Taiwan, South Korea and India, our comprehensive market development program has substantially grown the size of the Australian macadamia industry. Australia's macadamia industry has grown exponentially in its relatively short history to become a world leader in terms of product quality and marketing. Macadamias, which first evolved in the rainforests of Australia's north-east coast 60 million years ago, are now the fourth largest Australian horticultural export and second-biggest nut export.For up-to-the-minute consumer insights, nut and macadamia health news, updates on our consumer campaigns and examples of global innovations, visit www.australian-macadamias.org/trade