Q & A GIRAF MACADAMIA & AMBER MACS
What motivated the launch of Giraf Macadamia, and how did you approach its market introduction?
I love dairy milk, but some members of my family are lactose intolerant and I couldn’ t understand why there were no plantbased milks out there that came close to the creaminess and texture of dairy. I own a macadamia factory, so I wanted to create something from these lovely nuts that was delicious, creamy and versatile, and that even I would enjoy drinking. But I didn’ t want it to contain any vegetable oils or seed oils. And so, Giraf Macadamia Milk was born!
What were the primary challenges you encountered in establishing a plant-based macadamia milk product in South Africa?
It took two years to develop the recipe to make a wholesome and nutritious nut milk. Then we had to achieve the quality on a large scale in Tetra Pak packaging to keep it fresh for longer. That took another two years! Finally, the branding had to be unique and strong, so we called the brand“ Giraf” to pay homage to Africa and the authentic origin of our macadamias from our very own growers in the Mpumalanga region.
Which strategic initiatives have been most effective in positioning Amber Macs as a leading macadamia exporter?
Charging a higher price for our nuts internationally with excellent and timely service to our customers cements Amber Macs as a premium exporter. We don’ t want to be the biggest, but we strive to be the most responsive. We like to tell the story of our macadamia growers: their commitment to quality and sustainability and the pride they take in their work really makes them the best macadamia farmers in the world. Our customers know this, and it is reflected in their commitment to Amber Macs and our amazing team.
How do you embed sustainability principles within the operations of both Giraf Macadamia and Amber Macs?
Our factory uses solar power and we convert biowaste( macadamia shells) into biochar via pyrolysis, the byproducts of which are heat and energy, which then get used in the factory to cure the nuts and run the machines. The biochar, which is basically pure carbon, is then given back to our farmers, who use it to enrich their compost, thereby sequestering CO 2 and adding carbon to the soil. For Giraf we use 100 % recyclable packaging and, rather than exporting milk around the world, we export fresh macadamia paste to our partner factories in Europe, who then make the milk there for local distribution. It saves having to ship tons of liquid around the world!
How have your companies contributed to economic development and job creation in rural communities?
Between Amber Macs and Giraf we employ about 167 people – all local, and the majority of them women. We provide learnership programmes for upskilling our existing staff and have also contributed to scholarship programmes at local schools to fund promising youngsters in the area who might otherwise not have had the opportunity.
What is your outlook on the future of sustainable agriculture within South Africa’ s macadamia industry?
Unlike the almond industry in the USA, which is very waterintensive and has come under criticism for irresponsible use of water resources, macadamias are far less water-intensive. Furthermore, we are based in a region with some of the highest rainfalls in the country, so water usage is rarely the issue. Many macadamia growers plant a variety of crops to ensure biodiversity of birds and insects which each feed on different pests and contribute towards a harmonious environment and better yields, and the demand for macadamia nuts still outstrips supply, so I have a very positive outlook for the sustainability of our industry.
What are the key growth objectives for Giraf Macadamia and Amber Macs over the coming years?
To serve the macadamia farming community through the continuous improvement of processing technologies and worldwide marketing of macadamias while reducing costs and maintaining a loyal grower base. We don’ t want to be the biggest, but we do want to be the best in the eyes of our farmers.
Giraf strives to serve the global consumer by providing fresh, premium quality macadamia nuts, milks and spreads, raising an awareness of macadamias and connecting the farmer with the consumer. The collective objective is to build the biggest, most responsive macadamia brand in the world that vertically integrates what our farmers grow to the needs of the consumer – what I like to call“ soil to soul”. ■
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