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Q&A with Emma Parsons of Premier Nut

Premier Nut is a leading producer of high-quality macadamia products, catering to discerning consumers worldwide. Spearheaded by Emma Parsons, the organization is committed to delivering top-notch, wholesome products, setting itself apart as a premium purveyor of nuts on the global stage. Situated in the lush Sabie Valley of Mpumalanga, South Africa, Premier Nut benefits from its proximity to its own macadamia orchards, ensuring the freshest and most sustainable ingredients for their world-class processing facilities. Supported by a stringent food quality management system and Global GAP accredited farms, Premier Nut guarantees only the finest products for its esteemed customer base.


Premier Nut
Image Courtesy of Premier Nut

What is your passion? Tell us about it.

A. To create products of a superior quality using natural ingredients


What inspired you to persue this passion? Tell us the story.

A. Premier Nut grew a desire to craft macadamia nut products that not only preserved the nutritional excellence and exquisite flavour of the 'king of all tree nuts' but also reflected the essence of our broader macadamia farming and processing operation. It was the next obvious step to complete our vertically integrated supply chain.


What makes your creation unique?

A. What sets our products apart is our commitment to using exclusively macadamia nuts—no other nuts make the cut. We have also elevated the entire macadamia nut experience to a new level of premium quality, from the nuts themselves to the exquisite packaging, this distinctive approach distinguishes us from any other macadamia nut offerings on the market.


Tell us about your creative process.

A. Our creative journey has been very organic. It started in a small 'test kitchen' at our Chairman's home in Johannesburg roasting kernels and playing with flavours, and eventually grew into a big factory in Hazyview with three different production lines and more in the pipeline. From idea generation to bringing the products to life, we've always focused on maintaining a strong brand image. Even though our products have different brand names, we've married them in a way through the consistent black and white packaging, with each having its own unique elements.


Who is your audience? How do you engage them?

A. Our audience varies across our brands, but at the core, it's composed of food enthusiasts and health-conscious individuals. These are people who share a passion for culinary excellence and appreciate meticulously crafted, high-quality products. Facebook and Instagram are our key channels to connect with our audience.


What experience does your passion create? What can recipients expect?

A. Our products were designed with the intention of bringing people together. Whether you're hosting a dinner party or offering them as a thoughtful gift, they naturally spark conversations, be it through their beautiful packaging or their delicious taste there is always something to talk about.


Where can your creations be found?

A. Having newly launched we have not yet partnered with a key retailer yet, but are currently in the process of negotiations with retailers across the globe.


What is next?

A. So so much more, this is just the beginning...

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