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World Macadamia Organisation launched to drive sales growth as crops boom

World Macadamia Organisation launched to drive sales growth as crops boom

The newly-founded World Macadamia Organisation (WMO) has launched in Singapore with a mandate to help drive consumption of macadamia worldwide.

Forecasts and industry data reveal that the supply of macadamia nuts could double by 2025, and possibly treble by 2030 to over 600,000 megatons.

The organisation said it will focus on three key areas; increasing product consumption in China, developing the emerging Indian market, and strengthening its plant-based industry position. It will also collect industry data, facilitate health research, and create alignment in global standards.

“The WMO is an independent not-for-profit and is the global champion of the macadamia industry,” said Jillian Laing, founder and CEO, WMO.

“We will position macadamias in the areas of health, luxury and natural goodness – where healthy meets luxury in a natural way – and align with consumer trends towards mindful eating.”

The interim chair of the WMO board is global industry expert Larry McHugh, joined on the interim board by Myles Osborn and Pieter van der Westhuizen from South Africa, and Michael Russo and Richard Sampson Genest from Australia. Board elections will be held in the coming months, with six directors to be elected.

Seven of the world’s largest macadamia producing nations have confirmed their membership in WMO, including Australia, Guatemala, Hawaii, Kenya, Malawi, South Africa, and Vietnam. Member nations are eligible to have representatives on the council.

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