In March 2025, Jillian Laing, CEO of the World Macadamia Organisation (WMO), attended two key events in California: Natural Products Expo West and Nutrition News Update. The Natural Products Expo West, held in Anaheim, California, is a leading platform for health and wellness CPG businesses, attracting 65,000 attendees. It is known for launching new brands and innovations while providing valuable insights into emerging food trends. The WMO’s participation at this event was its second, following their debut in 2023, where their strategy was to connect directly with brands incorporating macadamias into their products. This year, the WMO focused on expanding its “Brands We Love” programme, designed to amplify macadamia awareness and enhance nutritional understanding.

The WMO also participated in the Nutrition News Update event, which connects food companies with influential nutritionists. The event marked the first appearance of macadamias, generating significant interest, especially through a presentation led by Denise Canellos, a US-based dietitian. Early media coverage from the event, including articles highlighting the health benefits of macadamias, indicates growing public awareness.

These events highlighted the growing recognition of macadamias as a premium, health-focused ingredient, with significant opportunities for expansion in a variety of food categories, particularly in the context of consumer trends around health, sustainability, and innovation.

For WMO members interested in viewing a full report detailing key observations and trends from these events,  please visit the USA section of the WMO portal.