Road to better decisions for greater value

Takeaways from MacDay 2026

MacDay On The Road 2026, hosted by Macadamias South Africa NPC (SAMAC) in partnership with Anysort, brought together 518 delegates from across the value chain for four one-day events across the key macadamia growing regions of South Africa. This created a platform for growers, processors, researchers, service providers, government and industry leaders to engage with the issues facing the sector. Across all events, the industry unanimously agreed that we are operating in a more complex environment and future competitiveness will depend on the quality of the decisions we make together.

The MacDay 2026 programme was designed around practical decisions that ultimately influence grower value. Topics moved delib-erately between the farm, factory and marketplace, addressing global economic conditions and commercial strategy as well as post-harvest value, profitability under pres-sure, pest management, irrigation and the future of industry research.

SAMAC Integrator: A new tool for smarter decisions

A major milestone of MacDay 2026 was the launch of the SAMAC Integrator, a new industry platform designed to support growers, processors and other industry stake-holders with better access to information, data and a decision-making tool. The ambi-tion extends towards a more intelligent industry in which information can help improve orchard practices, productivity and ultimately competitiveness. The SAMAC Integrator is part of the industry’s shift towards the “Intelligent Orchard”, connecting data with practical farm-level decision-making.

“My takeaway from this day is the amazing technological advancements available to the commercial sector of the industry," com-mented economist Dawie Roodt (Efficient Group).

Market Strategy: From producing more to creating more value

SAMAC’s market-development presentation posed a simple question of South Africa’s response to increasing demand as global macadamia production rises. The commercial response was presented through three con-nected priorities:

Market access remains the industry’s licence to compete. SAMAC’s work therefore includes addressing tariff and non-tariff bar-riers, maintaining relationships in existing markets and creating more options for South African exporters through premiumisation, innovation and wholesale. This aims to ensure that the growing supply matches con-sumer demand. The future will depend not only on production, but on how many people choose to consume them and, more import-antly, how much value the South African industry captures from this demand.

“We are only 2% of the nuts globally. We might feel big in our world, but we are actually tiny in the world out there. We need to work together to overcome the current head-winds,” said Jillian Laing (World Macadamia Organisation), on the need for perspective and Collaboration.

Government and Industry: Opening the door to opportunity

The KwaZulu-Natal event brought an important government perspective, with Deputy Minister of Trade, Industry and Com-petition, John Steenhuisen addressing the industry’s international competitiveness and the need for closer government-industry cooperation. His appointment as Deputy Minister of Trade, Industry and Competition was announced in June 2026.

The Deputy Minister highlighted market access, tariffs, infrastructure, logistics, regula-tion, investment and skills as areas where an enabling environment can strengthen the sector. He also emphasised market diversific-ation, value addition, productivity, quality and sustainability, while acknowledging the importance of more competitive tariff condi-tions for South African. Steenhuisen described the industry’s objective as being able to compete on a “fair and equal basis”, allowing the quality of South African product to speak for itself.

Bringing the conversation back to the orchard

While global markets were an important part of MacDay, the programme remained con-nected to the realities facing growers. Processors unpacked how decisions made long before delivery affect value at the factory entrance gate. Growers shared their experience of managing orchards in tight economic conditions. Research sessions focused on practical responses to threats such as macadamia felted coccid and increas-ingly important decisions around irrigation and water availability.

“It’s great that SAMAC is looking at market development but also taking a proactive

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approach to managing droughts in the years to come," reflected Richard Phelan (Golden Macadamias) on the event’s balance.

Four regions. One industry.

Perhaps the greatest value of taking MacDay on the road was the opportunity for people to engage directly.

“It is important for farmers to have the opportunity to interact with each other, researchers, industry experts, consultants and SAMAC staff. This is a wonderful oppor-tunity for the industry to come together,” observed Barry Christie (Green Nut Farms).

“Collaboration remains one of the strengths of our industry. Growers, processors, nurseries, other stakeholders and SAMAC all bring different perspectives and expertise. By working together, we can find better solutions and build a stronger, more resilient industry.”

That sentiment was echoed by SAMAC CEO, Lizel Pretorius.

The pressures facing the macadamia industry are interconnected. Market access depends on quality and quality starts in the orchard and increasing production must be matched by growing consumer demand. Research, technology and industry strategy therefore need to work together across the value chain. The opportunity now is to use current market pressures as a catalyst to build resilience, attract and retain more consumers, grow premium demand and ultimately capture greater value for South African macadamias.