Rural Industries Research & Development Corporation

Welcome to the FLANNEL FLOWERS chapter of RIRDC's major new publication (contents page here) on nearly 100 new rural industries.

Introduction

Despite the infancy of commercial development of the flannel flower, indications are that use of cut flower selections, good cultivation practice and identification of appropriate markets will lead to its establishment as a staple of the focal filler cut flower market. Comparable Australian natives in this market segment are Geraldton wax (Chamelaucium uncinatum) and riceflower (Ozothamnus diosmifolius).

Additionally, there is a range of short stemmed, bushy flannel flower selections that have potential for the pot plant or bedding market. Currently, flannel flowers are commercially produced in NSW, the region of origin, primarily along the eastern coast. The main constraints to production appear to be varietal availability, the need for good soil drainage, and lack of knowledge of nutritional requirements and postharvest treatment.

Continuing work by researchers at Mount Annan Botanic Garden, in conjunction with growers around Australia, aims at identifying production regimes and establishing the flannel flower as a crop for the new century. As with other emerging crops, production and marketing may take some years to reach equilibrium, and there may be periods of under and over supply.

We therefore recommend flannel flowers as a complementary crop for cut flower growers, rather than an alternative to other focal fillers. Flannel flower production requirements are similar to other short-lived Australian shrub and require the level of expertise expected for Geraldton wax or riceflower production.

Markets and marketing issues

The production season in NSW is August to February with the greatest production and highest returns in October, and although this is peak time for Australian flower exports from Australia, it fits with marketing and exporting efforts and can ‘piggy-back’ with other products. The principal current market for flannel flower is Japan, and it is exported under similar conditions to other emergent Australian cut flowers e.g. Christmas bells. With adequate transportation to airports, flowers can reach Japan in 24–36 hours. Interest is strong but will waver if flannel flowers are perceived to be unreliable because of poor product leaving the farm gate (whether it is cultivated or bush-harvested), or if transportation and cool chain links are interrupted at any point. It is imperative therefore, that these issues are addressed before expanding into other markets.

Other Asian markets have shown interest, in addition to Europe, Canada and the west coast of the USA. These markets need to be carefully explored in the coming years. It is difficult to get an accurate picture of the export profile of flannel flowers, but we estimate that in 1996 over one million stems of flannel flowers were exported from NSW and Victoria. Of these, approximately 2% were from a cultivated source, which was probably double the previous years proportion.

These ures should be treated with caution as it is only a few years since exports of flannel flowers began and accurate information is difficult to collect. With these figures in mind, however, and with Geraldton wax exports totalling in the vicinity of 5–6 million stems per year and many millions grown overseas, the export potential for flannel flower may be in the vicinity of several millions.

Best prices are attracted by long-stemmed flannel flowers (> 80 cm) with some prices as high as $A1.25/stem. The average return to the grower was $A0.47/stem. This is the average price for all stem lengths sold by one exporter of cultivated flannel flowers.

Around 5000 stems (500 bunches) were sold domestically during the 1996–1997 flowering season through Sydney’s Flemington market. Small numbers were also sold through Melbourne and Brisbane markets. Many blooms are sold directly to local florists, so the true figure may be much higher. This segment may increase with development of cultivars and appropriate marketing. Prices on the domestic market are $A4.00–5.00/bunch.

Bush harvesting is the major threat to the development of flannel flower markets. Although bush-harvested flowers are exported, the perception of them is poor and makes high prices for quality product difficult to achieve. The issuing of permits under the NSW National Parks and Wildlife Act (1974) is slowly being restricted and availability of bush-picked product may fall considerably in future. This, and the export markets expectation of quality, are good reasons to develop economical systems for cultivation of this species.

Production requirements

Flannel flowers (A. helianthi) grow naturally on sandstone areas along the NSW coast from Tura Beach in the south (36°52’S; 149°56’E) to south-eastern Queensland in the north. The species also occurs in isolated pockets inland from the Blue Mountains to the Pilliga Scrub region (30°47’S; 149°01’E) and in Queensland around the Carnarvon Gorge (24°45’S; 147°30’E). The climate in these regions varies considerably from high rainfall on the coast to low precipitation further inland (see Table 1 - not available in this html version). The number and severity of frosts varies across these areas, and humidity ranges from high to low.

The common feature of the areas in Table 1 is that they have the well-drained, sandstone derived soils of poor fertility and low pH (4.7–4.8) preferred by flannel flowers. Flannel flowers are abundant in seasons after good rain, and when a bushfire has swept through the area within the last couple of years. These conditions do not always prevail, and therefore flannel flower production from bush stands is extremely unreliable and not a firm basis for an industry. Growth behaviour in the wild has, however, been useful in identifying the production needs of cultivated flannel flowers.

Cultivated production areas have so far been limited to areas of natural occurrence, mainly on the coast of NSW. Although most are grown in light or sandy soils, they appear to tolerate heavier soils with a higher clay content, especially where the beds are raised and drainage is almost perfect. During hotter weather flannel flowers respond well to drip or trickle irrigation, but not overhead watering as this tends to lead to fungal problems. Areas with adequate rainfall in the summer months may not require irrigation, although low production and losses could be expected during prolonged drought. Over the next few years, the cultivation range for flannel flowers, which is probably limited only by soil type, will be extended to different regions of Australia.

Varieties

Most stock material available is grown from seed, although a number of nurseries are beginning to vegetatively produce flannel flowers by cuttings and tissue culture. These latter propagation techniques need to be adopted to ensure availability of proven varieties in the future. Another possibility that should be explored is the development of seed lines for low cost production of stock. Seed germination of flannel flowers is notoriously variable. Our recent studies have shown that, while techniques such as ageing for several months and chemical or smoke treatments can be used to improve seed germination, the main factor in seed germination is the genotype and/or environmental conditions of the seed when developing.

Agronomy

While still young, the growing shoot of flannel flowers should be pinched out to encourage low branching in the plant and thus increase flower yield . This pinching (or pruning in older plants) should be carried out in autumn, but it should be noted that if this operation is carried out too late then stem length will be reduced in the following spring. Although from areas of low natural fertility, in cultivation, flannel flowers respond well to added fertiliser. Trials using slow-release fertilisers in pot plants (Nutricote® Total N13:P5.7:K10.8 and N18:P2.6:K6.6) indicate that increased stem number and earlier flowering are achieved at higher nutrient levels (5–10 kg/ m3 potting media). Low to medium levels of available phosphorus (0–82.5 mg/kg) can be tolerated by flannel flowers and toxicities have only been seen at very high levels (290 mg/kg found at one grower site)

Pest and disease control

Root rots are the most damaging diseases affecting flannel flowers, and the most difficult to control. Fusarium wilt and collar rot, caused by Fusarium oxysporum and F. solani, result in plants dying within a week and no control is available. During the propagation of flannel flowers, grey mould caused by Botrytis sp. is common and may be controlled by reducing humidity (we use intermittent mist instead of fog for cuttings), avoiding overcrowding, regular removal of dead material and keeping temperatures in the range 20–25°C.

Harvest, handling and postharvest treatments

Flowering heads are ready for harvest when approximately 15–20 individual florets are open in the centre of the disc of the main flowering head. Harvesting should be done in the morning and the stems placed directly into cool water. Stems should be cut as long as possible but never cut into the oldest part of the stem as this may kill the plant. Blooms can be stored in a cool room (4°C), standing in water, for several weeks although maximum vase life is achieved if they are transported (in water) immediately or overnight. The use of chemical treatments such as sucrose, citric acid and bleach may assist in prolonging vase life and controlling fungal diseases. Further work is required on postharvest treatments to maximise shelf life. Flannel flowers are graded according to stem length: 40 cm is the shortest marketable length; the export markets prefer stems 60–80 cm and longer if available. Stems are bundled in groups of 10 and placed in cartons containing, depending on length, up to 200 stems. More stems can be put in a box using bunches of different stem length but importers may have their own preference. Bunches in microperforated sleeves or wrapped white paper present well and suffer less damage during transport.

Skin irritation may arise in some people when handling flannel flowers due to the fine hairs on the stem. Due care should be taken during handling and especially harvesting, when gloves, long sleeves and a mask should be worn, especially during very dry conditions.

Economics of production

Key contacts

Lotte von Richter
Mount Annan Botanic Garden
Mount Annan Drive
Mount Annan, NSW 2567
Phone: (02) 4648 2477
Fax: (02) 4648 2465

Paul Dalley Mountain Nursery
Trappaud Road
Kempsey, NSW 2440
Phone: (02) 6562 7450
Fax: (02) 6563 1389

Craig Scott
Australian Native Flower Growers and Promoters Association
P.O. Box 9 Kariong, NSW 2250

Key references

Offord, C.A. and Tyler, J.L. 1993. Flannel flowers have a promising future. Australian Horticulture, 12, 50–52.

Offord, C.A. and Tyler, J.L. 1993. Propagation and cultivation of flannel flower. Association of Societies for Growing Australian Plants, 17th Biennial Seminar, 27 September–1 October 1993.

Offord, C.A. and Tyler, J.L. 1996. Actinotus helianthi (flannel flower). In: Native Australian plants, horticulture and uses, Eds: K. Johnson. and M. Burchett. University of New South Wales Press.

von Richter, L.V. and Offord, C.A. 1996. Flannel flowers as cut flowers. IV National workshop for Australian native flowers, 28–30 September 1996, University of Western Australia, pp. 253–258

von Richter, L.V. and Offord, C.A. 1997. Development of flannel flowers as cut flowers. Rural Industries Research and Development Corporation Final report RBG-1A (in preparation)

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