In Tasmania, Hazelbrae Hazelnuts has shifted focus towards e-commerce, now accounting for 75% of its sales, according to ABC News. Christie McLeod, the farm's co-owner, noted, "It's driving our business so much that we're going to be, for the first time in 11 years … out of stock of raw nuts for about a month while we wait for these to ripen."

A year prior, the situation was different. Despite a 25% increase in yield, financial challenges due to rising interest rates forced McLeod and her partner, Mick Delphin, to consider selling their property. "Because the interest rates had doubled in 12 months, we didn't have the financials through COVID … that could show we would pay it," McLeod explained. Banks were hesitant, as hazelnuts lacked the perceived security of other crops. Fortunately, they secured a loan, retaining their farm.

Hazelbrae's recent harvest reached 41 tonnes, the largest to date, prompting plans to expand from 5,000 to 6,000 trees. McLeod reflected on the farm's evolution since 2005, noting a 25% yield increase from the previous year. The farm's trajectory included overcoming challenges like the 2016 floods and the pandemic, which impacted their tourism-dependent business. "COVID left us quite bare in the bank, because we were mostly in tourism at the time," McLeod stated.

Adjusting their strategy, Hazelbrae prioritized farming over hospitality. "It's really focused us on the farm and the product, and now we're seeing the results that will see us really comfortable in the future," McLeod said. They hired a coach to enhance their online presence, leading to increased sales across Australia. "Now we're selling three-quarters of our product to customers all over Australia that we've either met, or they've seen our ads, or they visit us at Salamanca market," McLeod added.

In late 2023, Ferrero Group announced its withdrawal from Australian hazelnut farming, citing climate concerns. Despite this, Trevor Ranford, head of Hazelnut Growers of Australia, remains optimistic, seeing potential growth akin to the pistachio industry. McLeod hopes Hazelbrae's success will inspire others, stating, "This year, we've hand-measured trees yielding up to 17 kilograms, and that's a really good indicator that it's possible to do this in Australia."

Source: ABC News