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 and there is scope for further growth. The total value of the industry was estimated at $50M (wholesale) in 2005. 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 our 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 our 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 have also been developed through R&D projects and give 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 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.

The main export market for Australian wildflowers is Japan. Our market presence in Japan is currently less than 1 per cent of their total flower imports. They are one of our nearest major flower markets, and in our time zone, both of which afford us a natural competitive edge in providing product at minimal cost. We also enjoy favoured trader status with Japan and long-term trading links.

Over the last few years, due to an unfavourable exchange rate and drought, exports to Japan have reduced. However, more recently, the industry has revitalised its approach to export, and market demand has grown noticeably. Major competitors on the world market include South Africa and South American producers.

Key long term strategies

• provide profitable and sustainable production and management systems
• improve product quality through postharvest 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