Entering the European market for macadamia nuts

Europe only buys safe, certified macadamia nuts with clear labels and traceable supply chains. Make sure your macadamia nuts comply with EU contaminant limits and buyer audits. Use recognised certifications. The best route into the market is through experienced importers that serve the snack segment. There are also opportunities in the food ingredient and private label markets. Compete with established suppliers by offering a dependable supply, certifications and service. South Africa, Kenya and Australia are the largest producers of macadamia nuts, but other origins are becoming more important.

1. What requirements and certifications must macadamia nuts comply with to be allowed on the European market?

All foods sold in Europe have to be safe to consume. There are limits for the levels of harmful contaminants. Labels need to contain warnings that macadamia nuts can cause allergies. Macadamia suppliers also have to meet buyer requests related to quality, food safety certification and sustainability in the supply chain.

What are mandatory requirements?

Most of the European market legal requirements are related to food safety. European authorities have set legal limits to several contaminants, including pesticides, mycotoxins, heavy metals, additives and processing aids. Other legal requirements are related to packaging materials, labelling, organic production and customs. 

Contaminant control in macadamia nuts

Commission Regulation (EU) 2023/915 sets maximum levels for certain contaminants in food products. This regulation is frequently updated. The most common requirements for macadamia nuts relate to the presence of mycotoxins, pesticide residues, microorganisms and heavy metals.

Control presence of foreign materials 

Experienced exporters usually remove any pieces of shell or dead insects that may be mixed in with healthy kernels. Macadamia processing involves a lot of equipment with metal parts. So using metal detectors before packaging is strongly recommended. 

Mycotoxins

The level of aflatoxin B1 in macadamia nuts must not exceed 2 μg/kg. The total aflatoxin content (B1, B2, G1 and G2) should not exceed 4 μg/kg. It is important to de-husk nuts in less than 24 hours after falling onto the ground to prevent the nuts from going rancid. It is also important to dry in-shell nuts quickly after the harvest and to store the nuts in a cold room. 

Pesticide residues

The European Union (EU) has set maximum residue levels (MRLs) for pesticides found in and on food products. According to Regulation (EC) No 396/2005, products that contain a higher concentration of pesticide residues than allowed are withdrawn from the market. However, encounter excessive levels of pesticides in the macadamia nut trade are uncommon. This is because the macadamia shell, on which residues may accumulate, is removed before the nuts are sold to Europe. 

Microbiological contaminants

Salmonella is considered the highest risk contaminant for macadamia production. As such, macadamia processors need to make sure that sanitary practices in their processing facilities are up to standard.

Chlorates and perchlorates

Chlorates are no longer approved as a pesticide, but they can come in contact with food when using chemicals for water disinfection. Another source may be detergents used for the cleaning of facilities and processing equipment. The maximum permitted level of chlorates is set to 0.1 mg/kg for all edible nuts.

Mineral oil hydrocarbons

Mineral oil saturated hydrocarbons (MOSH) and mineral oil aromatic hydrocarbons (MOAH) can come into contact with nuts from machine lubricants, surface treatments and packaging materials. The EFSA published an updated risk assessment in September 2023. It found that MOSH probably poses no health risks, but exposure margins are small. The report also said that MOAH probably pose a health risk, especially to toddlers. 

EU member states and the EU Commission are now discussing binding maximum levels. Their goal is to adopt these rules by 2026 and apply them from 2027 onwards. Macadamia nut processors should keep a close eye on these developments.

Labelling requirements

Separate codes should be used for the bulk packaging of each lot. Labelling should indicate the product name, country of origin, style, lot code, net weight and shelf life. Also, allergen warnings need to be visible on bulk packaging. It is also common to include the harvesting season, as well as drying or processing time followed by month and year. 

In the case of retail packaging, product labelling must comply with the European Union Regulation on the provision of food information to consumers. This regulation defines the nutrition labelling, origin labelling, allergen labelling and the minimum font size for mandatory information. Retail packaging must be labelled in a language easily understood by consumers in the European target country

Comply with the legislative requirements on sustainability

Some of the most relevant European legislation related to environmental and social sustainability have been made part of the European Green Deal (EGD). The most relevant policies are the Farm to Fork Strategy, the Biodiversity Strategy and the Circular Economy plan. Specific legislations relevant for macadamia nut suppliers are:

• Organic food regulation; 
• Corporate Sustainability Due Diligence Directive;
• Packaging and packaging waste.

What additional requirements and certifications do buyers often have?

Buyer requests have become just as important as mandatory requirements. These include compliance with food safety, quality and sustainability standards.

Quality requirements

The quality of macadamia nut kernels is determined by the percentage of whole nuts, size, colour, share of defective products and the presence of kernel dust. The industry has defined several quality criteria, but some of them are subjective and cannot easily be determined based on physical characteristics. 

Specific macadamia nut quality requirements are established in several standards. Until recently, the most widely used standards for macadamias in Europe were the standards developed by the United Nations Economic Commission for Europe (UNECE). Similar standards are also being developed by several producing countries. The World Macadamia Organisation (WMO) recently published its own standard for quality requirements. The most important criteria used to define the quality of macadamia nuts are:

• Class – In macadamia nut-producing countries, nuts are usually classified into two classes: First Grade (without visible defects) and Commercial Grade (with minor visual defects). Nuts with defects can be rejected, used for oil processing or the defective part can be cut away. 
• Grading – Two main criteria for grading are the size of kernels and percentage of whole nuts, halves and pieces. Eleven different categories are defined, ranging from Style 0 (at least 95% whole nuts of >20 mm) to fine pieces (<3 mm). However, buyer requirements may differ from the standard grading classification. For example, European roasting companies may request 70% of Style 1 (kernel sizes above 18 mm) and 30% of Style 2. Those two categories are then mixed before roasting. 
• Chemical characteristics – The most important chemical parameters of macadamia nuts are moisture, free fatty acids content and peroxide value. Different standards suggest maximum moisture levels in the range of 1.8–2%, but industry practice is often to offer moisture levels of 1.5% at most.

Although macadamia nut standards are very specific, there may still be differences between the perceived quality in the quality grade. For example, some processors wash kernels to fully remove dust from the kernel surface. This practice may provide shinier nuts, but at the same time decrease nutritional value and flavour. Therefore, it is very important to check with your buyers which quality characteristics are crucial for them.

Food safety certification

European buyers will commonly ask macadamia nut suppliers to provide proof of food safety. The most recognised private food safety certification schemes include International Featured Standards (IFS), British Retail Consortium Global Standards (BRCGS) and Food Safety System Certification (FSSC 22000).

Buyers may prefer one system over another. For example, British buyers often require BRC, while IFS is more common for German retailers. Certification may not be enough. European buyers will usually audit your production facilities before making a contractual agreement.

Requirements for pasteurisation

An emerging request is to use pasteurisation equipment before packing. This is a difficult request for many suppliers, as this equipment is expensive. Very strict buyers could also ask for an independent germ kill efficacy test, also called a ‘kill step validation’. The WMO suggests using a specific validation procedure for counting pathogenic microorganisms before and after exposure to sterilisation. 

Check with your buyer if pasteurisation is necessary. Pasteurisation may be a good option when pieces are used for ice cream toppings, because milk is sensitive to pathogenic bacteria. However, nuts for roasting undergo a heating treatment that reduces the risk of contamination. Some buyers may prefer unpasteurised nuts, as pasteurisation influences the look and taste of the kernels. It also makes shelf-life shorter. If the buyer insists on pasteurisation, you can use pasteurisation services in Europe.

Packaging requirements

Due to their high oil content, macadamia nuts are sensitive to rancidity when exposed to oxygen. To prolong their shelf life, a modified packaging atmosphere can be used. Most processors use vacuum aluminium bags to reduce the oxygen content. These vacuum bags are often flushed with nitrogen and sometimes with carbon dioxide. After the packages are closed, they are left for at least 24 hours to check for stability and that the gasses do not leak. 

As the leading macadamia nut-producing countries use the imperial system, the most common weight for one packaging unit is 25 lbs (11.34 kg). European buyers commonly accept this size, although they prefer using the metric system. 

Macadamia nut processors are advised to source packaging materials from suppliers who follow responsible sourcing programmes. An example of a responsible sourcing programme is the Chain of Custody Standard by the Aluminium Stewardship Initiative. 

Figure 1: Export food-contact packaging for macadamia nuts

Source: Autentika Global

Sustainability requirements

If macadamia nuts are meant for the retail segment, suppliers will have to follow a specific code of conduct developed by retailers.

Some companies require you to stick to their own code of sustainable conduct. Other companies require you to use one or more common standards. Some examples include independent audits, such as the Supplier Ethical Data Exchange (SEDEX), the Ethical Trading Initiative (ETI) and the Business Social Compliance Initiative code of conduct (amfori BSCI). 

One way to show that you take care of macadamia nut farmers and seasonal workers is to get certified. Examples are Fairtrade, Fair for Life and the Rainforest Alliance. Fairtrade international has developed standards for nuts. Fairtrade also defines the terms of payment and the Fairtrade Minimum Price for macadamia nut kernels.

What are the requirements for niche markets?

Organic macadamia nuts

To market macadamia nuts as organic in Europe, they must be grown using organic production methods. Growing and processing facilities must be audited by an accredited certifier before exporters can place the European Union’s organic logo on the packaging. This logo is placed in addition to the logo of the standard holder, for example, Soil Association in the United Kingdom (UK) and Naturland in Germany. A specific niche opportunity to sell organic macadamia nuts at a higher price can be found seeking out Demeter biodynamic certification.

If you are aiming to produce and export organic nuts to Europe, be aware of important rules that may impact your business. An EU organic regulation entered into force on 1 January 2022. For imports, your organic macadamia nuts need to follow the EU’s organic rules. Every shipment needs an electronic Certificate of Inspection in the TRACES online platform. If you work with smallholder groups, be aware that group certification has stricter rules.

Kosher and halal certification

The Islamic dietary laws (halal) and the Jewish dietary laws (kosher) impose specific dietary restrictions. If you want to focus on Jewish or Islamic ethnic niche markets, you should consider implementing halal or kosher certification schemes.

2. Through which channels can you get macadamia nuts onto the European market?

In Europe, macadamia nuts are mostly used as a snack. They are also used as an ingredient in the food processing industry. 

How is the end-market segmented?

The largest user of macadamia nuts in Europe is the snack segment, accounting for around 80% of consumption. The ingredient application market is much smaller, although it is growing faster than the snack macadamia market. 

Figure 2: End-market segments for macadamia nuts in Europe

Source: Autentika Global

Snack segment 

The most consumed salty snack in Europe is potato chips. But nuts are growing in popularity and are a healthier option. Macadamia nut snacks are mostly consumed roasted and salted. The range of flavours for final consumers in Europe is still limited.

As macadamia nuts are more expensive than other nuts, they are sometimes sold in mixes with cheaper nuts. Chocolate-coated macadamia nuts are an innovative snack product, but the number of new market launches remains modest. 

Ingredient segment

The food processing segment is much smaller than the snack segment. It makes up approximately 20% of sales. Currently, pieces used in ice cream toppings account for the largest share. The most common users include the following:

• Confectionary industry: mainly uses macadamia nuts in chocolate snacks;
• Bakery industry: uses chips, bits and diced macadamia nuts in cakes, biscuits and muffins;
• Macadamia nut butter is produced either from macadamia nuts only or in the form of mixtures with other nuts or with honey or chocolate;
• Macadamia nuts are increasingly used as an ice cream topping on premium ice creams;
• Breakfast cereal producers are starting to use macadamia nuts in their product formulations;
• Macadamia oil is the best-known macadamia nut product in the non-food sector. Macadamia oil is rarely sold in Europe as a food product because it is expensive. Instead, macadamia oil is used in shampoos, conditioners and skin care products. 

Figure 3: Food grade macadamia oil

Source: Autentika Global

Through which channels do products end up on the end market?

Specialised nut importers are the most important channel for macadamia nuts in Europe. There are also several alternative channels, such as agents, food processors and foodservice companies. 

Important players in the macadamia nuts segment include roasting and packing companies. Some roasting companies sell roasted, salted and spiced macadamia nuts to packers in bulk. 

Examples of important European roasting companies include Ireco (Luxembourg), Intersnack (Germany), Max Kiene (Germany) and Trigon (UK). Some packing companies have roasting facilities in their factories. This means they can develop products that they can sell to consumer segments directly.

Figure 4: European market channels for macadamia nuts

Source: Autentika Global

Importers/wholesalers

In most cases, importers act as wholesalers. They often sell macadamia nuts to roasting companies, which process and package them for sale as consumer packages. Some importers also have their own processing and packing equipment. Because of this they can supply the retail and foodservice channels directly.

Importers are usually quite knowledgeable when it comes to the European market. They closely monitor developments in macadamia nut-producing countries. Macadamia nut importers normally import other types of edible nuts as well as dried fruit. Offering other products in addition to macadamia nuts can increase your competitiveness.

For new suppliers, the challenge is to establish business relationships with well-known importers. They usually already work with selected suppliers. Many new contacts find they must offer the same quality at lower prices than their competitors at the start of their business dealings.

Retailers put pressure on the position of importers and food manufacturers. Demands imposed by the retail industry determine the supply chain dynamics from the top down. This pressure leads to lower prices, but also to demands for added value in the form of ‘sustainable’, ‘organic’ or ‘fair-trade’ products. 

Agents/brokers

Agents normally act as independent companies that negotiate on behalf of their clients and as intermediaries. Typically, they charge a commission ranging from 2% to 4% of the sales price for their services.

Other activities performed by these parties are the supply of private labels for European retail chains as well as the representation of specific brands as exclusive distributors. For most suppliers from developing countries, it is very challenging to participate in the demanding private label tendering procedures. It is also difficult to sell their own brands to retailers. Therefore, some agents participate in the procurement procedures put out by retail chains in cooperation with their macadamia nut suppliers.

Some examples of macadamia nut agents in leading European markets include: PALM Nuts & More (Germany), Global Trading (the Netherlands), J.M. van de Sandt (the Netherlands), Secoex (Spain) and R.S. Tinsley (the UK).

Retail channel

Retailers rarely buy directly from developing-country exporters. However, certain exporters (processors) package their products directly for private labels, or even their own label brands. 

The leading food retail companies in Europe differ per country. The companies with the largest market shares are the Schwartz Gruppe (Lidl and Kaufland brands), Carrefour, Tesco, Aldi, Edeka, Leclerc, Metro Group, Rewe Group, Auchan, Intermarché and Ahold Delhaize. 

Food service channel

Specialised importers and wholesalers usually supply the food service channel. This segment often requires specific packaging of macadamia nuts in 1–5 kg packages.

What is the most interesting channel for you?

Specialised importers are the most useful contact point for macadamia nut exports to Europe. This is relevant for new suppliers, as supplying the retail segment directly is very demanding and requires considerable investments in quality and logistics. 

Packing for private labels is an option for well-equipped and price competitive producers. It is often carried out by importers that have contracts with retail chains in Europe. To have full control of processing, it is easier to roast and pack macadamia nuts for the European snack segment. 

3. What competition do you face on the European macadamia nuts market?

New macadamia nut suppliers must carefully study the current offers from countries that dominate the European market: South Africa, Kenya and Australia.

Which countries are you competing with?

South Africa, Kenya and Australia supply around 87% of all macadamia nuts to Europe. This leaves little room for emerging new suppliers. In the short term, it is likely that these three countries will remain the largest suppliers. However, in the long term, more supply can be expected from other emerging suppliers, such as China, Malawi, Vietnam and Zimbabwe. 

New suppliers must be aware of an expected decrease in export prices over the next several years. Table 1 shows that global macadamia production is increasing. The estimates are based on the increase in areas planted with young macadamia trees. Based on the available data, the WMO estimates that the global macadamia supply will double by 2030. 

Table 1: Estimated world macadamia kernels production, in tonnes

Source: Autentika Global, industry estimates (2022/23), INC (2024/2025), 2025

There are many initiatives to increase macadamia nut production. China has planted large areas in the Yunnan province with macadamia trees. China could become the most important supplier soon. The expected increase in supply will most probably lead to a decrease in export prices. 

Macadamia nuts can be traded in shell (HS code 080261) or shelled (HS code 080262). European buyers mostly want ready-to-use nuts and do not import many in-shell nuts. The trade data in Figure 5 refers to shelled macadamia nut trade.

Source: ITC, 2025

South Africa: the leading global producer and exporter

South Africa is the world’s largest producer and exporter of macadamia nuts. The July 2025 issue of INC’s NutFruit magazine predicted the 2025 crop to be 74,500 tonnes of in-shell macadamia nuts and 30,000 tonnes of kernels. In 2024, South Africa exported 44,104 tonnes of in-shell nuts and 18,508 tonnes of kernels. Around 95% of the in-shell nuts were exported to China. 

In 2024, the top South African export destinations for macadamia kernels were the USA (5,757 tonnes), China (2,748 tonnes), Germany (1,582 tonnes) and the Netherlands (1,273 tonnes). The USA and China are fast-growing markets for South African macadamia nuts. Around 28% of the total South African kernel supply was exported to Europe, mainly to Germany (30%), followed by the Netherlands (25%), Spain (16%) and Belgium (13%).

Macadamia nut production is a fast-growing tree crop industry in South Africa. The main growing areas are in the provinces of Limpopo, Mpumalanga and KwaZulu-Natal, in the Western Cape and George areas. Beaumont (695) is the most widely planted cultivar, followed by others such as A4, 816, 814, Nelmak 2, 695 and 842. The industry is export-based. Most of the annual production is exported. Domestic consumption of macadamias is still minimal, accounting for 2% of production.

South African growers have established an industry body, the Southern African Macadamia Growers Association (SAMAC). SAMAC supports the sustainable development of the South African macadamia nut industry. SAMAC supports research and development programmes. Exports are also supported by the South African Department of Trade & Industry through participation in trade fairs and other marketing activities. 

Kenya: a growing supplier

Kenya is the fourth-largest producer of macadamia nuts in the world. It is responsible for around 13% of the total in-shell production and is the third-largest exporter of kernels. The Kenyan in-shell crop amounted to 44,000 tonnes in 2024. The macadamia kernel crop was 8,800 tonnes in the same year. Since 2020, Kenyan kernel exportsto Europe have increased 9% every year. Kenya’s total macadamia kernel exports to the world increased from 5,000 tonnes to 12,700 tonnes between 2020 and 2023. Exports fell to 7,431 tonnes in 2024. 

The main export destination for Kenyan macadamia nut kernels is the USA. It accounts for 43% of total exports, followed by the Netherlands (15%), Germany (10%), China (8%) and Vietnam (6%). In 2024, Kenyan exports to Europe reached 2,541 tonnes. Within Europe, the main destination for Kenyan macadamia nuts is the Netherlands (43%), followed by Germany (28%), the UK (13%), Lithuania (7%) and Spain (5%). 

Unlike production in Australia and South Africa, macadamia nut production in Kenya relies on small-scale farmers. For most farmers, macadamia is not the main production crop. It is mixed with other crops such as tea, coffee or avocado and produced without irrigation. As many small-scale farmers use no pesticides and mineral fertilisers, a large share of Kenyan production is ‘organic by default’ production. The major macadamia nut production region in Kenya is Mount Kenya, consisting of the counties of Meru, Embu, Nyeri Kirinyaga and Tharaka Nithi.

The Kenyan Agriculture Food Authority (AFA) has banned the export of in-shell nuts from Kenya to support value addition. The ban also prevents the harvesting of immature nuts and smuggling to other processing countries. In July 2025, the AFA confirmed the ban on the export and transit of raw (in-shell) macadamia nuts. 

The Nuts and Oil Crop Directorate (NOCD) under the AFA is officially responsible for registering macadamia nut processors in Kenya. The Kenyan Agricultural Research Organisation has developed several quality varieties that are widely used by local producers. 

The kernel recovery of Kenyan processors is small compared to Australia and South Africa due to insect damage, but some buyers find the nuts taste better. The Macadamia Nut Association (MACNUT) and the Nut Traders Association of Kenya (NUTAK) also represent the interests of the macadamia sector in Kenya. Companies have established the Nut Processors Association of Kenya (NutPAK) to improve the quality and marketing of macadamia, cashew and groundnuts in Kenya. 

Australia: a long tradition and the leading supplier of Asian markets

With an estimated crop of 53,950 tonnes of in-shell nuts for 2024, Australia is the third-largest macadamia nut producer in the world. This level of production translates to around 17,300 tonnes of kernels. In 2024, Australia exported 25,483 tonnes of in-shell nuts and 7,484 tonnes of kernels. Most in-shell nuts were exported to China (67%), while 31% was exported to Vietnam for processing. 

China is Australia’s main market, where consumers favour in-shell products. Its export is seasonal. Most nuts are exported between July and September. For Chinese consumers, macadamia nuts are often flavoured and cut to allow hand cracking by using a key. This product is especially popular during the Chinese New Year celebrations. A similar product was launched for the local market by a few Australian brands, such as Macadamia Twist and Nutworks.

Figure 6: Pre-cracked and flavoured macadamia nuts with an opening device

Source: Autentika Global

The top destinations for Australian macadamia kernels in 2024 were China (30%), Japan (19%), South Korea (19%) and the USA (9%). Just 597 tonnes of Australian macadamia nut kernels were exported to Europe. The main European markets for Australian macadamias in 2024 were Belgium (38%), followed by the Netherlands (36%) and the UK (16%). 

Macadamia nuts are grown along the Eastern Coast of Australia. Approximately 46% of the Australian crop is produced in Bundaberg. 32% is produced in the Northern Rivers region. Production is constantly increasing, especially with new plantings in Bundaberg and Clarence Valley. 

Macadamia nut production and marketing are strongly supported by the Australian Macadamia Society (AMS). AMS is a platform for research, development and innovation in the Australian macadamia nut industry. AMS promotes local and global consumption of macadamia nuts. 

Guatemala: moving from in-shell supplies to kernels

Guatemala is increasing its exports of macadamia kernels. Guatemala used to export mostly in-shell macadamia nuts. However, these exports dropped from 5,621 tonnes in 2020 to 1,116 tonnes in 2024. In 2024, Guatemala also exported 1,464 tonnes of macadamia kernels. Around 36% of in-shell nuts were exported to China.

The main export destination for Guatemalan macadamia nut kernels in 2024 was the USA (63%), followed by the Netherlands (17%) and Japan (6%). Guatemala has significantly increased its macadamia export to Europe, from 118 tonnes in 2020 to 367 tonnes in 2024. The main export markets in Europe are the Netherlands, Spain and Germany. 

Like Kenya, macadamia trees in Guatemala are often intercropped with coffee. Smallholder farmers use no intensive agricultural practices and the distance between the trees is far enough to allow shading for coffee bushes. Irrigation is not used, but water is sufficient for trees by way of rain. Most of the supply is organised by only three processing companies. 

Which companies are you competing with?

The companies mentioned below are just a few examples of successful exporters to European and international macadamia markets. There are also international companies that are not dependent on just one production country. They specialise in sourcing macadamia nuts from various origins. The two most notable examples are Green & Gold Macadamias and Marquis.

Both companies are among the world’s leading marketers of processed macadamia nuts. Although they are headquartered in Australia, they sell worldwide from suppliers in Australia, South Africa, Brazil, Malawi and Kenya. This variety of sourcing is one of their strengths. Their supply is not affected by seasonal variations, crop failure or weather events.

Another example of a company that operates internationally is Camelia PLC, a global agricultural company. Camelia produces macadamia nuts on farms in Kenya, South Africa and Malawi. Specialised parts of Camellia include Maclands, two producing companies called Eastern Produce (Malawi and South Africa) and Kakuzi (Kenya). 

South African macadamia companies

Nearly 500 South African growers and 21 processing and export companies are members of SAMAC. Some growers are GlobalGAP accredited and most of the cracking facilities are HACCP and/or ISO 9001 accredited. In addition to production and processing standards, many companies are certified by the Sustainable Initiative of South Africa (SIZA) for compliance with SIZA Social Standard. 

Some of the notable macadamia companies in South Africa are:

• Green Farm Nuts – This is one of the leading processors of macadamia nuts in South Africa. The company sources macadamia nuts from a large network of growers. They are supported by training and technical tools to improve production. With three large processing facilities, Green Farm Nuts is the largest processor in South Africa. Green Farm Nuts launched the world’s largest macadamia nut processing facility in Mpumalanga in 2018. Green Farm Nuts is a partner of Green & Gold Macadamias.
• Other examples of South African macadamia companies include Empire State Trading, Mayo Macs, Valley Macadamia Group, Golden Macadamias and Amber Macs.

Kenyan macadamia companies

The Kenyan macadamia nut sector has many small and medium-sized processors. A leading example is the Kenya Nut Company. Its main processing facility is in Thika. It is one of the largest processing facilities in the world. In addition to macadamia nuts, the Kenya Nut Company processes, packs and trades cashew nuts, coffee, tea, chocolate products, meat and wine. They have created their own brand Out of Africa, targeted towards the high-end segment and tourists visiting Kenya. 

Other larger Kenyan processors include Kakuzi, Jungle Nuts, Equatorial Nut Processors, Sasini, Privam and the Afrimac Group consortium (Afrimac, Village Nut, Batian Nuts, Jumbo Nuts and Sagana Nuts). There is also a variety of successful small and medium companies that are very active in export activities. Examples include Limbua (a German-Kenyan partnership specialised in the supply of organic macadamia nuts), Exotic (a female-run company) and One Acre Fund (a social enterprise).

Australian macadamia companies

The Australian supply chain is very organised. More than 750 growers are united in cooperatives, selling in-shell nuts to processors. Prices for farmers are based on a quality assessment, the variety and the percentage of kernels inside nuts. Many processing facilities are owned by grower cooperatives. Prices paid to farmers are published regularly by AMS. Processors either sell nuts directly or via specialised marketing companies, such as Green & Gold Macadamias, mentioned above.

The previously mentioned Marquis is the world’s largest single supplier of macadamia kernels. Some other examples of traders include Macadamias Direct, Nutworks and Stahmann Webster.

Macadamia companies from other supplying countries

• Malawi – Many companies in Malawi were formed through foreign investments. Eastern Produce (macadamia division of Camelia) is the largest grower, cracker and exporter of macadamia nuts in Malawi. Thyolo Nut is a subsidiary of the London-based PGI Group, while Tropha Estate (a part of Jacoma Estate) is a part of the British-based AgDevCo investment company.
• The United States – Mauna Loa (the largest in Hawaii), MacFarms (part of the Hawaiian Host Group), Olson Trust (Hawaii), Royal Hawaiian Orchards (Hawaii, a part of the Buderim Group).
• Guatemala – Alimentos Selectos, Mayan Gold (Industria Guatemalteca de Macadamia) and Alianza S.A.

What products are you competing with?

Macadamia nuts are unique in terms of flavour. There are not many direct competitors. Taking a broader view, other luxury tree nuts, such as almonds, pistachios and cashew nuts, do compete with macadamia nuts. The competitive advantage of all other ‘luxury’ nuts is that they are cheaper than macadamias.

4. What are the prices of macadamia nuts on the European market?

Depending on the country, the retail chain and brand, the prices of macadamia nuts vary significantly. Retail prices of salted and roasted macadamia nuts can go over €55/kg. This price is not a usefulsignal to macadamia nuts suppliers. The final price is very different from the export price due to the addition of many other costs, such as transport, roasting, packing, sales and profit margins. An approximate breakdown of macadamia nut prices is shown below.

Table 2: Breakdown of the retail price for macadamia nuts

Source: Autentika Global, 2025

Macadamia kernel export prices vary depending on the season. Prices depend on the form in which they are traded, the quality, the variety and the origin. The prices of macadamia nuts from South Africa and Australia are often higher than those from Kenya and Malawi. The average FOB price from Kenya, South Africa and Australia in the first half of 2025 ranged from €6.6/kg to €12.8/kg, mostly in the range of €8.5–11.5/kg, depending on the origin. This is a decrease compared to previous seasons.

Autentika Global carried out this study on behalf of CBI.

Please review our market information disclaimer.