The export potential of South African edible nuts with specific reference to the export of macadamia nuts to Germany

Abstract

The first aim of this article is to evaluate fifteen different South African nut products subsumed under the product category SITC 0577 in order to determine which has the highest export potential. This is achieved by compiling a composite index comprising three sub-indices: South Africa's current export performance, world markets, and production indices. Macadamia nuts are identified as the nut product category with the highest export potential. The second aim is to select a potential target market for macadamia nuts. Based on an analysis of market attractiveness indicators, Germany is selected as the target market for South African macadamia nuts. The third aim is to develop a market profile, outlining market characteristics and requirements for entry into the German market for South African macadamia nut exporters, in order to enhance the exports of South African macadamia nuts to Germany. This is achieved by providing exporters of the product identified with the market information required to maximise exports.