Macadamias Australia, an innovative and successful third-generation family-owned enterprise has this year opened a new visitor centre, café and value-adding facility on their orchard property. Founded in 1958 when Janelle Gerry’s parents started growing sugar cane and vegetables on land northeast of Bundaberg, the family business has changed a lot over the years. Since the early 2000s, the family has made a concerted effort to raise only native macadamia trees. This decision has led to their products being sold all over the country and in limited markets throughout Asia, US, and the Middle East.
Under the leadership of Managing Director Janelle Gerry and Financial Controller Rachel McAullay, Macadamias Australia is preparing to sustain its legacy for future generations. They are deeply invested in playing a role through adopting innovative farming practices and agritourism, as operations like theirs. Cultivating a culture of collaboration with the natural world, they argue, is key to how the company has grown. This new strategic direction is a reflection of that belief.
A Commitment to Sustainable Practices
Macadamias Australia thrives on regenerative farming practices focused on building the health of their soils and biodiversity. She wants that sustainability to extend past the orchard—well past. She states,
“As custodians of this land we really want to leave it in the best state we can for future generations.”
These practices are more than good for the planet, they help farmers grow the finest macadamia nuts around. The company’s commitment to sustainability is proving hugely popular with consumers, who are more and more committed to sustainability themselves.
Agricultural specialists agree that the future of agriculture is on a successful and still-advancing trajectory toward sustainable practices. Mr. Milbank, an agricultural consultant, observes this transition:
“Farming has had a gradual shift from fairly extractive practices to nature repair.”
This transition is meeting a strong consumer demand for environmentally sustainable products. As Ms. McAullay points out,
“We’ll continue to innovate and try to have new sustainable packaging because people of our generation are becoming more and more educated.”
The Growth of Agritourism
Along with raising macadamia nuts, Macadamias Australia has added agritourism to its list of attractions. The visitor centre and café gives short and long stay guests alike the chance to come onto the farm and see it in action. This project not only creates new revenue opportunities but helps to teach thousands of visitors about environmentally friendly farming techniques.
The facility significantly increases the value of their products. This commitment further illustrates their commitment to creating engaging quality environments while preserving our planet. The Cracker visitors will sample delicious treats prepared using locally grown fruits and veggies, as well as learning how macadamias are processed and packaged.
This expansion of agritourism paints a picture of a larger shift happening in agriculture, where farms are turning into complex hubs of activity. This innovative model allows farmers to diversify their income streams, all while building a direct relationship between consumers and the people who grow their food.
Preparing for the Future
Given the growing stresses that climate change brings to agriculture, Macadamias Australia wants to be ahead of the game when it comes to natural disasters. Ms. Gerry highlights the importance of planning within their orchard operations:
“Preparation for natural disasters is all about the planning in the orchard.”
As she spins the yarn, she admits that strange weather conditions make growing crops a challenge. Mr. Holding, an agricultural expert, notes that adverse conditions can severely impact production:
“You don’t want a flood, you don’t want a frost, you don’t want a fire, you don’t want a drought … these events make it very difficult to continue to grow crops.”
Both Gerry and McAullay are committed to shifting their practices to meet these unforeseen challenges head on—to best preserve temperature-controlled foods, and thereby food security. Mr. Milbank emphasizes the necessity for producers to breed adaptable crops and livestock:
“There is a threat on food security, so it’s beholden on us as producers to breed adaptive cattle that handle longer drier spells.”
As for Macadamias Australia—we can only see an extremely bright future. Its leaders seize new opportunities, but remain true to the roots that produced their fourth-generation family business.
