About us
Global demand
At the World Macadamia Organisation, we’re here to build the love of macadamias. Through raising the profile of macadamias, the WMO aims to help food manufacturers and consumers access relevant information about this exceptional snack and ingredient. With well-researched nutritional resources, product information, and up-to-date supply data, you can learn about the opportunities and benefits of including macadamias in your products.
For the love of macadamias
The majority of macadamia growing regions across the globe have come together to stimulate macadamia demand through the WMO.
Currently, the WMO represents 6 macadamia-growing countries, working collaboratively to benefit the industry, its customers, and consumers.
The WMO was established as an independent, not-for-profit, international body.
The WMO created a summary of 99 scientific reports that researched the nutritional benefits of macadamias.
Supply is forecast to increase from 345,700T in 2024 to 560,000T in 2029, a compound annual growth rate of 10.2%. (nut-in-shell @ 3.5% moisture).
Creating more macadamia consumption moments
The WMO is positioned as a demand generation agency, with three key focus areas. Through the Love Macadamia campaigns in the USA, India and China, the WMO builds awareness, nutritional understanding, and behavioural shifts.
Increasing frequency of purchase of macadamias with the core target and having them buy and consume macadamias more often, lifting household penetration. Encourage food manufacturers to formulate macadamias into their products, particularly as overall supply increases and the volume of smaller ingredient styles also increases (as they are a by-product of producing wholes and halves).
An exciting emerging market is in India. Currently, overall nut consumption is already strong, but macadamias have a very limited presence. Our focus is to increase market demand by building trade, health professional and consumer awareness about macadamia consumption occasions.
Growing frequency of consumption in China by encouraging consumers who are already purchasing macadamias to buy and consume them more often. Positioning macadamias as healthy by communicating on composition and developing health messaging.
CREATING ALIGNMENT & SHARING INSIGHTS
Providing standards and benchmarks helps consumers access a quality product. The WMO supports members of grower countries to maintain sustainable standards and works with members and experts to collate industry data and gather insights to develop strategies and campaigns. Looking for information? You'll find downloadable PDFs with all the data and information about macadamias in the WMO resource section.
Product Standards
Building consumer trust and consistent quality in macadamia products matters. The WMO sets clear benchmarks with product standards that meet customer standards and alignment within the industry.
Industry Data & Market Research
Industry data and market research are collated into valuable insights. Access industry-specific data and market trends from us at the WMO to make informed decisions and explore new opportunities.
Health & Wellness Research
Unsurprisingly, the positive health attributes of macadamias continue to drive consumer demand. So, we conduct macadamia-specific health and wellness research projects. As a result our learnings are current and promotion of research findings is active.
Building a Sustainability Position
Improving sustainability in the macadamia industry starts with gathering data to enhance understanding in areas where knowledge is lacking. We're proud to showcase the industry's sustainable practices & contribution to long-term, sustainable growth.
Macadamias are unique
Accounting for 1.5% of the world’s tree nuts, macadamias are a unique, nutrient dense wholefood. They are a premium nut that elevate product offerings. Aligning to emerging food trends, macadamias, with their widely enjoyed taste profile and excellent health credentials, are well suited to premium, health-forward brands looking to create a point of difference.
The founding CEO of the WMO is Jillian Laing. With extensive experience in global food marketing, Jillian Laing has worked widely in the snack foods and dairy industries. A seasoned professional across consumers, ingredients and food service, Jillian is a passionate advocate for this exceptional nut.
“Above all, the WMO is here to unite the macadamia-producing countries. It's for the good of the whole industry. Together we share the pure intention of stimulating demand by showcasing how wonderful macadamias truly are.”
WMO Board
Larry McHugh – Chair
Larry McHugh has worked in the macadamia industry in Australia since 1992, excelling in management and marketing. As prior CEO of Marquis and founded Chair of the World Macadamia Organisation, Larry plays a key role in shaping the sector’s global vision and unity.
Myles Osborn – Vice Chair
Myles Osborn manages his family’s agricultural operations in South Africa, applying business acumen gained at Goldman Sachs. His strategic approach spans the entire value chain, with macadamias at the core of the enterprise. Myles is also Vice Chair of the South African Macadamia Association.
Tushar Chugh
Tushar Chugh is the CEO of Mchezi Hill Estate in Malawi, a leading agricultural enterprise specialising in macadamias and sustainable farming. With over a decade of agribusiness experience, Tushar drives reforestation efforts and workforce development while contributing to both the Malawi Macadamia Association and World Macadamia Organisation initiatives.
Tracey McBain
Tracey McBain is the Marketing Director at Green & Gold Macadamias, bringing over 20 years of expertise in global marketing and brand development. She has successfully led strategies to expand market visibility and demand for agricultural products through impactful B2B partnerships.
Thomas Nottebohm
Thomas Nottebohm is the General Manager of Industria Guatemalteca de Macadamia, S.A where he oversees 5,500 hectares of macadamia orchards in Guatemala, modernizing operations since joining his family business in 2006. His leadership extends beyond macadamias to agribusiness ventures in Latin America, including production and trade of renewable resources.
Pieter van der Westhuizen
Pieter van der Westhuizen is the CEO of Empire, a global exporter of nuts and dried fruit based in South Africa. A key figure in the macadamia industry, Pieter’s strategic vision and leadership have contributed significantly to industry growth, including founding the World Macadamia Organisation.
Executive team
Jillian Laing
Jillian Laing is the inaugural CEO of the World Macadamia Organisation, established in 2021 to represent the macadamia industry and address the growing global supply. She is responsible for developing and executing programs that increase demand while engaging closely with WMO members and key industry stakeholders. An international food marketer, Jillian has experience in the dairy, snack food, and food equipment sectors across consumer, food service, and ingredients. As a New Zealander, she has lived in China, South East Asia, the UK and Europe, working across all continents. Jillian is passionate about health- oriented foods and the cultural connections of food, embracing the opportunity to support farmers and the land through her leadership at the World Macadamia Organisation.
Tina Herbison
Tina Herbison is a New Zealander with a diverse background in creative and operational roles. She has lived in Australia, the UK and Europe, and she is enthusiastic about design thinking. Tina is dedicated to mindful living and health-focused lifestyles, working with World Macadamia Organisation members and partners to promote macadamia nuts as a thoughtful food choice.