MARKETING & TRADE
Promoting Australian Almonds in China
The Almond Board of Australia has appointed YZL to help raise the profile of Australian Almonds in China. China is an important market, with buyers willing to pay a premium for our product. In 2024- 2025, 53 per cent of Australia’ s almond exports were sent to China. Over the next two pages we take a look at two key recent marketing activities.
Collaboration with celebrity chef Yewei
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IN December 2025, the Almond Board of Australia partnered with internationally acclaimed celebrity pastry chef Yewei( Louie Ye) to showcase the premium quality and culinary versatility of Australian almonds. Chef Yewei is one of the most influential Chinese pastry chefs, ranked among Asia’ s top three dessert masters, with a distinguished career spanning global competitions, international judging roles, and collaborations with leading premium chocolate brands. His professional authority and strong reputation across both industry and consumer audiences made him an ideal ambassador for this campaign. As part of the collaboration, Chef Yewei developed two original almond-based recipes using Australian almonds as the core ingredient. These creations were supported by two professionally produced cooking videos( one 60 seconds, one 100 seconds), designed to deliver visually engaging and inspirational content. The videos were distributed through Chef Yewei’ s own social media channels as well as relevant media and program platforms, ensuring strong exposure among food industry professionals, chefs, and home cooking enthusiasts. By combining Chef Yewei’ s creative influence with high-quality content production, the campaign successfully highlighted Australian almonds as a premium, versatile ingredient suitable for professional culinary applications. The initiative strengthened brand presence in the Chinese market, expanded trade and consumer outreach, and reinforced the image of Australian almonds as a high-end, innovative, and reliable origin product.
In A Nutshell- Autumn 2026 Vol 27 Issue 1
By combining influential Chinese pastry chef Yewei ' s creative influence with high-quality content production, the campaign highlighted Australian almonds as a premium, versatile ingredient.