Driving Demand in China: Marketing, Buyer Engagement & Industry Insights

SAPPA has contracted MZ Marketing Communications (MZMC), a Shanghai-based agency, to support the South African pecan industry through:

• Business-to-Business (B2B) Marketing
• Business-to-Consumer (B2C) Marketing
• Market Intelligence – including data, trends, and new product launches relevant to the pecan and broader nut industry in China

MZMC has established strong relationships with buyers and consumers in the dried fruit and nut sector. The campaign budget is allocated as follows: 10% for B2B, 80% for B2C, and 10% for data and market insights.

The main objective of this partnership is to raise awareness of South African pecans among both Chinese consumers and buyers.

So far, the results have been promising:

• Our first B2B article received over 1,800 views
• The “Pecans from South Africa” banner was featured in four additional dried fruit and nut articles, each receiving around 1,000 views

Below are two graphs illustrating Chinese import data provided by MZMC, derived from Chinese Customs.
Please note: the South African exports reflected early in the year refer to shipments placed in bonded warehouses.