In Australia, 55% of consumers qualify as ‘conscious consumers*’ and one-third of consumers preceded to purchase their favourite brands last year, due to sustainability considerations**.
“Demand for transparency is at an all-time high and sustainable production is a non-negotiable for many,” says General Manager, Marketing for the Australian macadamia industry, Lynne Ziehlke.
The Australian macadamia industry have taken on board these insights.
“Now and in the future, selecting ingredients that have resilience to production pressures, and therefore reduced environmental impacts, will be increasingly desirable to both producers and consumers.”
Ms Ziehlke explains that, “We’re excited to share the sustainability credentials macadamias can now deliver too. From water use efficiency, to carbon sequestration, minimisation of carbon outputs, recycling of by-products and world’s best biological control, the macadamia industry really is kicking goals in this space.”
A sustainability giant, the macadamia tree
Due to its inherent ability to optimise its water use and sequester carbon from the atmosphere, the macadamia tree is a sustainability giant of the plant world.
Scientific analysis shows that macadamia trees rationalise available water more efficiently than previously estimated. This is due to the tree’s internal water management system, that shuts down the tree’s stomatal pores, during times of low moisture, making the tree resilient to its environment, particularly drought***.
Ms Ziehlke says that Australia’s macadamia industry sees no trade-off between sustainable growing practices and productivity.
“As well as absorbing carbon, Australia’s macadamia industry limits its carbon output by minimising the use of heavy diesel-consuming machinery and transportation. Human intervention in the orchard is light, and processing facilities are located within major growing regions, ensuring the nuts don’t have to travel far from the tree to be shelled, dried and packed.
“We know without a doubt that the more sustainable we are, the more productive we are, and this is driving innovative thinking on-farm, increased biodiversity, and development of effective biological controls,” concludes Ms Ziehlke.
*PayPal mCommerce Index, 2019. paypal.com/au/webapps/mpp/mcommerce-index
**Meet the 2020 Consumers driving change, IBM institute for Business Value and National Retail Federation. ibm.com/thought-leadership/institute-business-value/report/consumer-2020#
***Summer 2019 AMS Bulletin Volume 47 Number 4, Tree Water Management Special Feature, Dr Dan Manson, Tree Physiologist and Theunis Smith, Horticulturist.