The consumption of macadamia nuts in Asia, America, and Europe is positive and the demand has been increasing constantly. This has been fuelled by the increasing interest in healthy eating. Macadamia nuts are a source of vitamins, fibre, minerals, protein, and unsaturated fats. They are considered to be rich in iron, vitamin A, niacin, folates, thiamine and riboflavin. Raw macadamia nuts are not produced in Europe and hence most countries are forced to import.

Why we should sell value-added products

Value added products cost higher than raw macadamia nuts. For instance, importers buy raw nuts importers buy raw nuts and use them to add value chocolate and then export the macadamia-chocolate at a higher price. This way, they earn more money than the raw nuts they imported from Kenya. Farmers should aim at forming groups and coming up with processors whereby they can process their nuts to add value to other products and export value added products. This way they can manage to fetch more money than when they sell raw nuts. Currently, there are more than 27 certified and licensed processors who buy the nuts from farmers directly.

Consumption

The consumption of nuts in Europe, Asia and America is increasing at a rate of 19percent. Previously, the demand for macadamia was lower due to low harvest of macadamia nuts in various parts of the country which resulted to a decrease in consumption.

In Europe, Germany is largest consumer of macadamia, which consumed 1870 tonnes and a consumption of 116 grams of nuts per capita in 2016. Luxembourg was the largest consumer of macadamia nuts per capita due to its processing facilities consuming 1.4 kg per capita. Other major consumers of macadamia nuts in Europe are Spain, Italy, and United Kingdom. In Asia, China and Japan are the largest consumers of macadamia nuts products.

In Europe, the consumption of macadamia nuts is seasonal reaching a peak in winter months, and the consumption reduces towards the summer.

Value addition of macadamia nuts

The consumer demand of gluten-free, natural, and vegan food, especially in Europe and Asia creates opportunities for exporters in Kenya. Farmers have a guaranteed market for their produce hence they can venture into macadamia farming with confidence. However, exported produce should meet all the requirements for the international market, be free from pests, and adhere to corporate standards.

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In Kenya, instead of adding value locally and exporting finished products, we sell raw macadamia losing a big opportunity. The global macadamia nuts market has expanded especially after the application of the nuts in personal care, food & beverage, and others. The food & beverage sector accounts for the largest share in the global nuts market due to the extensive use of nuts in culinary segments, dairy and frozen desserts, bakery, and confectionery. These days, macadamia are used to add value to breakfast biscuits, chocolate products, breakfast cereals, macadamia nut butter, cakes, and breakfast biscuits. There is also widespread use of macadamia oil in personal care and cosmetic products such as shampoos, lotions, and moisturizers due to high palmitoleic acid and natural antioxidant properties. 

Macadamia nuts enjoy a good reputation in among Asian and European consumers. The consumption of nuts is expected to increase in the cosmetic and snack segment. In European countries, macadamia are regarded as a healthy alternative of junk food such as extruded snacks and crisps and healthier than peanuts.