Zimbabwe's macadamia nut industry, particularly thriving in the eastern regions like Chipinge, has seen significant growth since the early 2000s, with a cultivation area of 10,000 hectares producing 5,000 tonnes annually and generating US$4.2 million in export revenues. Despite facing challenges such as unpredictable weather, fluctuating global prices, and high input costs, efforts are being made to improve market linkages, encourage local processing, and promote domestic consumption for their health benefits. The Agricultural Marketing Authority (AMA) is actively involved in enhancing the industry's prospects, including initiatives for better training to improve kernel recovery. Additionally, the acting head of the Chipinge Coffee Research Institute is promoting market-driven production, with AMA providing a platform for feedback through their 'Word From The Market' column, indicating a concerted effort to address the industry's challenges and capitalize on its growth potential.