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Program Overview
Background and Long-Term Strategy
The wildflower industry is unique among Australian horticultural industries in its strong export focus. Wildflowers account for most of Australia's fresh flower exports ($20.99 million) and there is scope for further growth. The total value of the industry was estimated at $40 million (wholesale) in 2007. The fragmented nature of the Australian flower industry means that reliable statistics are limited. Plantation sizes and grower numbers vary considerably, depending on the source. Australia wide it is estimated that there are some 500 growers. Wildflower and native plant products are primarily cultivated in plantations, with a few crops now grown more intensively in growing media in simple greenhouses.
The industry has great opportunity to further exploit current market demand and new product development, utilising Australia's diverse range of native flora, to meet the needs of ‘fashion driven' local and overseas buyers. This in turn could attract more investment and allow existing players to expand. Demand for wildflowers has recently expanded in the domestic market. Evidence for this includes a greater proportion of wildflower products in supermarket bunches, and more wildflowers included in the wholesalers' range.
On the world market, our industry's main competitive advantage lies in its ability to source new crops and products from Australia's diverse and unique range of endemic flora. The majority of projects supported by RIRDC, State Departments of Agriculture and other research providers have focussed on the development of new crops or products. A range of new technologies and management practices to improve quality and profitability has also been developed through R&D projects, which gives Australian growers a significant edge.
Economies of scale are proving to be important to the profitability of some products and it is now becoming apparent that many large-scale growers are now seeking to expand. In some cases, this expansion is through their sub contracting and mentoring new growers into the industry. In addition, small-scale growers are forming cooperative structures, which enable them to operate and trade as a single supplier.
Wildflower growing can achieve better returns per unit area of land and per unit of water for irrigation, than many other agricultural enterprises. In addition, growing wildflowers generally requires fewer inputs of pesticides, fertiliser and water than growing traditional flowers such as roses, carnations and annuals.
Key long-term strategies
- Provide profitable and sustainable production and management systems
- Improve product quality through post harvest care and quality standards
- Assess and evaluate markets to improve commercial outcomes for the industry
- Improve existing products and develop new ones
- Enhance the human capital of the industry and consequent research knowledge and adoption.