CG Trade Interview

Template

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Trade Interview Template

Contact Information

Salutation   Mr. Business Function Procurement

First Name Chirag Company NameUrban Platter
Middle Name  CountryIndia
SurnameKenia Interviewer
Suffix  Commissioner
Contact ID  Interview Title
Email  Date of Interview16-06-2021
Phone Number(+91) 7448569571 Source Type Retailer
Job TitleFounder CG Code

Fields marked in bold are mandatory.

Use this formatting style for your pre-prepared questions from the discussion guide or to define
the topic you are discussing with your interviewee, e.g. market size, drivers, innovation,
competiton, etc. Repeat this and the next paragraph (i.e. question and answer) as many times as
needed to capture all notes from your interview.

Overall market trends 

1. What is driving the overall consumption of Macadamia nuts in Indian market?

Macadamias are gaining popularity because of their high fat content. Some nutritionists have pointed
out their usefulness in various diets regime like ketosis and others –which has attracted the urban
popularity of these products.

2. Our initial estimate of total consumption of the macadamia stands at X tonnes in 2020.
Does this number look reasonable to you? By how much % do you anticipate the
consumption to increase or decrease for the next 4-5 years?
Approximately 4000 tonnes is the total consumption. In the next few years this consumption is set to
increase however the growth rate is slow.

3. Out of the total consumption of macadamia, which type of the below are most dominant
and why? Can you provide their approximate volume share in 2020 and how do you
anticipate their share to be changing by 2025?

Consumption type % approximate volume % approximate Reasons for

share to total volume share to providing the splits
consumption in total in 2020 and 2025
volume in 2020 consumption in
volume in 2025
Retail 10%

Foodservice 40%

Food processing/others 50%

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4. What role does new product launches play in the market? Can you please name the most
prominent launches we have had? How were they welcome in the market? How did
consumers perceive these launches?
A lot of oil variants and salted variants are being marketed by various organic/ packaging companies.
Macadamia nuts popularity is yet to gain traction in the Indian market. Urban Platter’s sale of
macadamian products are very less, as compared to our other products.

Local production and trade dynamics

1. How strong is local production for the macadamia in the country? Which are the major
producing regions? And who are the major producers?

Name of macadamia Average Increase Expansion Key channels Average

the key type production or plans for local selling price
producer produced output in decrease 2021- products covering all
2020 in output 2025 (%) gets key channels
from used/sold they sell to
2018- the most – (retail, food
2020 (%) retail, food processing
processing or
or foodservice)
foodservice

2. In general, what is the general contribution in terms of volume share that local production
has to the total macadamia consumed in the country in 2020?

3. How has this % contribution increased or decreased since 2015? And how do we anticipate
this to increase or decrease in 2024?

4. What kind of latest developments are we seeing in local production?

5. Does the country export the macadamia? If yes to which markets and what % of the total
production would be exported?

6. How much would the % exports of total production be in 2025? Will it increase or decrease
compared to 2020 and why?

7. What is the general contribution in terms of volume share that imports have to the total
macadamia consumed in the country in 2020?

8. How has this % contribution increased or decreased since 2015? And how do we anticipate
this to increase or decrease in 2025?

9. Which are the major importing markets for the macadamia in the country and why are they
preferred?

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Name of the Name of the What type of Which channels Why are they
importing importer/distributor <product> do do they sell the preferred?
country who supplies in your they usually most? Retail,
country supply? foodservice or
processing
sector

Italy

Australia
France

Channel preferences and distribution

Retail
1. What are the top 3 drivers for retail consumption of the macadamia in your country?
Marketing by retailers are driving its consumption.

2. Fill the below information from physical/online audits as applicable for the macadamia in
your market.

Store type Key Major Key product Commo Common Average

hypermarkets brands formats features/variants n pack pack prices
, (up to 6) key available types sizes
supermarkets sold for brand is seen for
Low fat, UTH,
, e-commerce, the available the key
fresh, skimmed
discounters, brand
Package milk,
convenience
d or fresh/whole fish, Carton,
stores,
loose or frozen, smoked, PET,
traditional
both in brine, salted, others..
grocery
salted nuts, plain
stores, open
nuts, in-shell,
markets,
shelled…
souqs and
others
Online Urban Plain nuts jar 250 gm INR 1050
Platter

Urban salted jar 250 gm INR 1200

Platter

BerriNutty plain carton 200 gm INR 1099

Amazon plain carton 250 gm INR 1100

Brand -
Solimo

NUTICIOUS plain carton 250 gm INR 1170

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3. Where do you generally find the macadamia in retail stores? Are they given a separate aisle
or are they kept part of an existing aisle? If it is the latter, which product aisle do you
usually find the macadamia in the stores?

4. How are imported products, in general marketed across key retail stores? What kind of
common ATL or BTL activities do you see?
No activities especially for this product.

5. How do retail channels procure and use their imported products? Do they typically work
with local distributors or wholesalers, or do they source them directly from importers?
Local distributors and importers. India mainly import this product because very little grower in
the country.

1.1. Foodservice
6. What are the top 3 drivers for foodservice consumption of the macadamia in your country?
 There is a rise in vegans in India and a lot of people look for such food/ dishes in
restaurants and cafes. Macadamia products are used by various food service
restaurants to prepare various dessert items.

7. Fill the below table that help understand preferences across foodservice channel:

Foodservic Do they Key Packaging Reason for How do

e type buy more brands/produc type their they
imported t type preferred preferenc procure the
or local preferred e product?
Bulk/loose
<product> within local or
, specific Via local
? imported
pack distributors
Fresh/chilled, sizes… or
frozen, brine, wholesaler
smoked, in- s or source
shell, shelled, them
UTH, skimmed directly
milk, low fat from
milk…. importing
countries?

Cafes/bars

Full-service Imported Unshelled -plain cartons wholesalers

restaurants
…

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8. What is the perception of Australian products in general compared to other exporters

within the FS? Which FS type prefers Australian products and why?
Australian macadamia is the most preferred and famous. It is well known globally as well.

9. What is the average buying price of the macadamia from importers/wholesalers within the
FS channel? How does this price look when they are buying locally produced product?
1kg will can cost from INR 2500-3000

10. What impact does seasonality have on the demand for macadamia within the foodservice
channel? Which are the high and low buying seasons for the macadamia?

Food processing/key industries

11. What are the top three drivers for food processing/industrial consumption of the
macadamia in the country?
Macadamia is being used by a number of bakeries and restaurants as an intermediary input for dishes.

12. Fill the below table that help understand preferences across foodservice channel:

Food Do they Key Packaging Reason for How do

processing/industr buy brands/product type their they
y type more type preferred preferred preferenc procure the
imported within local or e product?
Bulk/loose
or local? imported
, specific Via local
Fresh/chilled, pack distributors
frozen, brine, sizes… or
smoked, in- wholesaler
shell, shelled, s or source
UTH, skimmed them
milk, low fat directly
milk…. from
importing
countries?

Confectionery imported plain cartons Quality of Distributors

imported and/or
nuts are retailers
better than
the locally
produced
nuts

Intermediary Imported plain cartons importers

industries (Oil and/or
extraction) locally
produced

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13. What is the perception of Australian products in general compared to other exporters
within this channel? Which food processing type or industry type prefers Australian
products and why?
For companies producing macadamian oil –they would purchase locally sourced nuts as they
are cheaper. However for the nuts used by companies like Hagen Daz, or other big brands have
importers for such purchases

14. What is the average buying price of the macadamia from importers/wholesalers within this
channel? How does this price look when they are buying locally produced product?
Avg. buying price from importers would range between INR 2000-2500 per kg.

15. What impact does seasonality have on the demand for macadamia within the foodservice
channel? Which are the high and low buying seasons for the macadamia?

Competition
16. According to you, who are the major suppliers of the macadamia in India?

Name of the key Name of their What are How are % share
supplier key/best-selling their they in total
Producers/importers brands unique positioned consump
/retailers/food selling compared to tion of
processing propositi Australian <product
ons? brands/suppl > in 2020
iers?

Custom procedures
17. What are the key market entry barriers do we have for imports within the country?
There are high tariffs, ongoing import restrictions, and strong competition from the domestic
industry.

18. Can you help us understand key operating ports, up to 3?

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Trade Interview Template

Name of the key entry Location approximate Key infrastructure

port for imports (City/region/dis % of imports available (live lobster
trict) entering via tanks, bulk handling,
this key port freezers, etc.)
in 2020

19. Are there any specific quotas applicable for importing the macadamia? If yes, can you
please elaborate on those?

No

20. Which are the key agencies responsible for applying quotas and the process to access the
quotas?

21. What is the average tariff applied for importing the macadamia currently? Has there been
any change in tariff rates applied?

22. What opportunities exist for Australian exporters to enter/expand their footprint in this
space and why?

Use of Macadamia has increased. India already has an existing huge market for dry fruits
and nuts. Cashew and peanuts are used in every household in India. Leveraging the
demand for such products pose as an opportunity. Urban Platter repackages macadamia
from distributors under its brand and it sees a growing demand in the urban markets.

23. What could be the potential challenges Australian exporters may face and why?

Macadamia nuts are expensive and the demand is low.

24. What should the Australian exporters be doing in order to mitigate the challenges?

Use this formatting style for your pre-prepared questions from the discussion guide or to define
the topic you are discussing with your interviewee, e.g. market size, drivers, innovation,
competiton, etc. Repeat this and the next paragraph (i.e. question and answer) as many times as
needed to capture all notes from your interview.
Please type sensitive interview notes here

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Trade Interview Template

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 Trade Interview Template

APPENDIX

Below is the pickup list for country field to be used in the

contact information table. Please use the suggested inputs
from the chart below. Any input beyond the suggested
options will be considered invalid and will not be picked up
during extractions.

Country          

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 Trade Interview Template

World Macedonia Haiti Macau Chad Saudi Arabia

Western Europe Moldova Honduras Malaysia Comoros Senegal
Congo,
Democratic
Andorra Montenegro Jamaica Maldives Republic Seychelles
Austria Poland Martinique Mongolia Congo-Brazzaville Sierra Leone
Belgium Romania Mexico Myanmar Côte d'Ivoire Somalia
Cyprus Russia Nicaragua Nauru Djibouti South Africa
Denmark Serbia Panama Nepal Egypt South Sudan
Finland Slovakia Paraguay New Caledonia Equatorial Guinea Sudan
France Slovenia Peru North Korea Eritrea Swaziland
Germany Ukraine Puerto Rico Pakistan Ethiopia Syria
Papua New
Gibraltar North America Sint Maarten Guinea Gabon Tanzania
Greece Canada St Kitts Philippines Gambia Togo
Iceland US St Lucia Samoa Ghana Tunisia
St Vincent and the
Ireland Latin America Grenadines Singapore Guinea Uganda
United Arab
Italy Anguilla Suriname Solomon Islands Guinea-Bissau Emirates
Liechtenstein Antigua Trinidad and Tobago South Korea Iran Yemen
Luxembourg Argentina Uruguay Sri Lanka Iraq Zambia
Malta Aruba US Virgin Islands Taiwan Israel Zimbabwe
Monaco Bahamas Venezuela Tajikistan Jordan  
Netherlands Barbados Asia Pacific Thailand Kenya  
Norway Belize Afghanistan Tonga Kuwait  
Portugal Bermuda American Samoa Turkmenistan Lebanon  
Spain Bolivia Armenia Tuvalu Lesotho  
Sweden Brazil Azerbaijan Uzbekistan Liberia  
British Virgin
Switzerland Islands Bangladesh Vanuatu Libya  
Turkey Cayman Islands Bhutan Vietnam Madagascar  
United Kingdom Chile Brunei Australasia Malawi  
Eastern Europe Colombia Cambodia Australia Mali  
Albania Costa Rica China New Zealand Mauritania  
Middle East and
Belarus Cuba Fiji Africa Mauritius  
Bosnia-
Herzegovina Curaçao French Polynesia Algeria Morocco  
Bulgaria Dominica Guam Angola Mozambique  
Dominican
Croatia Republic Hong Kong, China Bahrain Namibia  
Czech Republic Ecuador India Benin Niger  
Estonia El Salvador Indonesia Botswana Nigeria  
Georgia French Guiana Japan Burkina Faso Oman  
Hungary Grenada Kazakhstan Burundi Qatar  
Kosovo Guadeloupe Kiribati Cameroon Réunion  
Latvia Guatemala Kyrgyzstan Cape Verde Rwanda  
Central African Sao Tomé e
Lithuania Guyana Laos Republic Príncipe  

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