It took working in the USA for Craig Jarvie to realise he wanted to build something of his own back home in South Africa. The idea wasn’t clear at first, but as the son of a multi-generational farming family, he knew it would somehow lead back to the land.
In 2022, a trip to Zambia gave him the answer. Visiting macadamia orchards and coffee plantations, the pieces fell into place.
Today, he is the founder of Blinkwater, trading as Crack-A-Mac, based in Gingindlovu, KwaZulu-Natal, where they process everything themselves, from pre-sawn macadamias for easy cracking to macadamia oil.
Cracking the macadamia code
Sharing how it started, Craig says, “Not long ago, I went with my father to Australia to explore macadamia orchards and see how their farming methods compared to those in South Africa. It was there that I came across something that instantly clicked; the sawn macadamia nut.”
Craig knew right away that this was the idea he had been searching for. “It was something I could bring to South Africa, and Ballito felt like the perfect place to make it happen.”
The foundation of Crack-A-Mac came from learning the roasting process.
Craig had a sawing machine designed by an engineering company. “The first version was far from perfect. It could only cut about 10 nuts per minute, and I was the only person in the country who even knew how to operate it,” he explains.
Every 20 minutes, something would go wrong, and by the end of a long day, he’d be lucky to get through 20 kilograms.
He then brought his sister, Kate, on board to help design the packaging, and together they came up with Crack-A-Mac. Today, Kate works as the marketing manager. Craig says, “From that moment, she has been an integral part of the business.”
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Learning the macadamia business
Crack-A-Mac was founded at the end of 2022 but officially entered the market in September 2023, explains Kate.
She says that it took a long time to test and get the product right, even then, it wasn’t perfect. “But we knew we needed to test the market quickly. From there, we improved as we grew.”
Craig notes that in the early days, he would spend an entire week cutting nuts to produce just 100–150 packs, and then spend the next two weeks trying to sell them.
He was a farm manager before starting his own business, and he knew a bit about almost everything when it came to business laws.
Crack-A-Mac sources its macadamia from the Jarvie family farm as well as a network of trusted farmers across the KZN region. To meet growing demand and maintain a consistent supply, they work with multiple growers who share their standards for quality and care.
“From there, the nuts travel directly from the farm to our processing facility in Shaka’s Head, Ballito. It’s here, with the help of our five dedicated team members, that the real transformation happens.”
She adds, “At our factory, the macadamias are carefully sawn, roasted, and flavoured to become our signature Crack-A-Mac product. This is also where our 100% macadamia cooking oil is bottled, keeping our production close to home and within our control.”
Creating a unique product
Kate notes that they process everything themselves, from macadamia oil, macadamia nuts, to flavours like roasted and salted, roasted honey cinnamon, and roasted vanilla that is enjoyed with a cup of coffee.
“These profiles bring a slightly sweeter, more indulgent twist to a traditionally savoury nut market, broadening the appeal and creating something truly different.”
Kate Jarvie
She tells Food For Mzansi that they believe they have cracked the code because their product is a true South African product. Currently, they think there is no other brand in the local market offering roasted flavoured macadamia nuts in-shell, designed specifically for consumers to crack open themselves.
She adds that each macadamia is pre-sawn for easy cracking (no hammer needed) while still delivering the satisfaction of opening it yourself. It’s not just a snack; it’s an experience.
Marketing macadamias nationwide
For now, Crack-A-Mac sells its products to farm stalls, delis, and selected Spar stores.
Though they do not have any big retail partners, their products are in 80 stores nationwide. Some customers order online and get their products delivered to their doorstep, Kate adds.
Kate shares a few tips for upcoming entrepreneurs:
- Never be afraid of starting small; that’s where you learn the most.
- Show your work and ask for guidance; it helps you grow.
- Be digitally savvy to make things go faster.
- Make business partners and trade if you have to.
- Always have a circle of people who can help you keep going.
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