How We Handle Media & External Communications

We’re a business people want to know about. Macadamia farming is having a moment, and as MFM grows its presence across multiple farms and deepens relationships with growers, partners and industry stakeholders, that interest isn’t going away.

That’s a good thing — but it means we need to be deliberate about how we communicate publicly. This guidance exists so everyone knows what to do when questions come from outside the business.

The short version: when in doubt, refer it up. Here’s the detail.

If a journalist, researcher or media outlet contacts you, the answer is always the same — don’t comment, take their name, organisation and deadline, let them know Scott’s office handles all media enquiries, then contact your manager straight away and pass on the details. That’s it. No need to wing it or make a judgment call. This applies whether they reach you by phone, email, social media or in person. Scott may loop in Andrew to coordinate where needed.

If someone outside MFM starts asking questions about our farms, yields, contracts, growers, investors, environmental matters or anything operational — same principle. Don’t answer independently. Take note of who they are and what they want, and refer it to Scott’s office. This includes everyone from neighbouring landholders and students to industry consultants and social media contacts. Even casual conversations can stray into territory that isn’t ours to share.

On your personal social media, be mindful. A photo tagged at a farm, a passing comment about a grower, a mention of something operational — it might feel harmless, but it can create real problems. If you’re unsure whether something is okay to post, check with your manager before it goes up.

When MFM speaks publicly, it’s considered and deliberate. Any comment made on our behalf goes through Scott’s office, is checked for accuracy, and respects our obligations to growers and partners. We don’t speak off the cuff on behalf of the business.

There are some things we simply don’t share — grower financials, individual farm performance, pricing and contract terms, commercial or lease arrangements, investor details, insurance or incident matters, legal issues, or anything shared with us in confidence by a partner. If you’re unsure whether something falls into this category, escalate before you respond.

Farm access for media or third parties needs prior approval through Scott’s office — grower and partner consent, safety requirements, agreed areas, the works. If someone shows up unannounced wanting a look around, don’t let them in. Take their details and contact your manager.

For anything sensitive — a safety incident, an environmental concern, a legal or regulatory matter, anything that feels like it could reflect on the business — don’t try to handle it yourself. Get it to your manager immediately.

We’re a business worth talking about. Let’s make sure what gets said is accurate, considered and coming from the right place.

Protect confidentiality. Communicate carefully. When in doubt, pause and escalate.

We’re a business people want to know about.