Rural Industries Research & Development Corporation

The New Rural Industries
A handbook for Farmers and Investors

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

Rice flower

Introduction

Rice flower (Ozothamnus diosmifolius) or ‘rice flower everlasting’ is an upright, spring flowering, perennial woody shrub from the Asteraceae (daisy) family, with a natural distribution in coastal and sub-coastal regions of New South Wales and Queensland. This Australian native cut flower crop, harvested solely from the wild until the late 1980s is now cultivated in all Australian States and in the United States of America. Australian grown rice flower is sold as a filler or focal filler flower primarily into the Japanese and United States markets. Rice flower has a long vase life and versatile usage, from bouquets through to hotel foyer arrangements. Fresh flower colour ranges from white to dark pink and the product can be dried and dyed.

The unique characteristics of rice flower have created an unsatisfied demand for product. The Japanese market has not been widely exposed to rice flower and the market for high quality stems should remain strong for at least the next five years. There is potential to extend the September–October production season using early and late flowering varieties, different production localities and techniques for flower preservation. Spring produced rice flower from Australia faces no direct market competition in Japan. If a year round market develops, production from Japan itself, Israel and the Americas may become a threat to the Australian industry. In both the US market and in developing markets in South East Asia, the challenge for Australian growers will be to contain costs without sacrificing quality. Processed, dried or preserved flower is likely to assume a greater role in future sales.

Rice flower can be highly productive under optimal conditions. However, poor soil drainage and susceptibility to pests and diseases limit crop performance. Successful rice flower production requires careful site and cultivar selection and appropriate growing skills to maximise productivity and minimise plant losses.

Markets and marketing issues

The Australian rice flower industry is based on export. Demand is expected to remain firm. In 1996, 500,000 stems or approximately 90% of all production was exported. High export prices for fresh product have delayed the development of markets for dried or preserved product. The major export market is Japan, followed by the United States, with test marketing into Hong Kong and Taiwan. Good prospects exist for market development in South East Asia.

Fresh rice flower is air freighted to Japan as bunches in lengths from 40 cm, 50 cm etc, to 110 cm. Extra-long stems may be sent loose. Rice flower to the US is sold as weighed bunches (normally 400 to 450 grams) of stems 40, 50, and 60 cm in length. The average return to growers, over all markets, was around 48 cents per stem in 1996.

Japan is a high priced market, with the best prices being paid for well graded, quality product harvested at the correct stage of maturity. Growers with consistent presentation and good quality can average over 60 cents per stem. Quality long stemmed pinks can return 90 cents per stem.

Product sold to Japan is graded on-farm or in a packing house, moved through the exporter to the freight forwarder, then air freighted to Osaka or Tokyo. Flowers are normally kept refrigerated until exit from Australia. In Japan, flowers are subjected to ambient temperatures during customs clearance and periodically through the marketing chain. Most product, excepting a minority of direct sales, is distributed to one of over 300 auctions. From the auctions, product moves through the wholesaler, via the internal freight network, to the retailer and final customer.

The USA has a rice flower industry in California of a similar size to that in Australia. Rice flower is harvested in the US spring (mid March to mid May), predominantly for use as a dried filler flower by the domestic market. The distribution chain in the US is similar to that in Japan, but the product is maintained in a cool condition, often through to the retail level. Australian product most frequently lands on the west coast of the US in San Francisco or Los Angeles.

To maintain acceptable prices per stem on overseas markets, quality control is vital. This needs to be implemented through all the phases of growing, harvesting, packaging, transport and marketing.

Production requirements

Rice flower is grown over a wide range of climates and soil types in all States of Australia (see map) in both lower (<1000 mm/year) and higher (>2000 mm/year) rainfall areas. In warmer climates (e.g. south-east Queensland) high growth rates are achieved. Rice flower flowers in spring (August–October) and early summer (November–December) in warm climates. In cooler climates (e.g. Victoria) growth rates are slower and the onset of flowering is four or more weeks behind that in Queensland. Mature rice flower can tolerate frosts to –2°C and temperatures in the high 30s, particularly if soil moisture is not limiting. Prospects for cultivation of rice flower in more northern and southern (e.g. Tasmania) latitudes are still being evaluated.

Although originating from infertile soils, in cultivation rice flower performs well in highly fertile soils as evidenced by its high growth rate on acid (pH 5.0–6.0) krasnozem soils in south-east Queensland. Rice flower can be grown in soils of high phosphorus (90+ ppm) content. Adequate water supplies are needed to establish new plantings and to obtain good flowering stem length, inflorescence quality and postharvest life.

Like many other Australian native species in commercial cultivation, rice flower requires well drained soils.

Varieties

Rice flower varieties vary widely in morphology (including plant shape and height, degree of branching, leaf shape, flower shape and colour) and production characteristics (such as flowering season, stem production, inflorescence vase life, disease susceptibility and longevity in cultivation). Rice flower varieties are readily propagated from stem cuttings.

The rice flower industry is at present largely dependent on two cultivars: ‘Cook’s Tall Pink’ (PBR No. 387) and ‘Cook’s Snow White’ (PBR No 386). Emerging cultivars include ‘Redlands Sandra’ (PBR No 793), ‘Dalby White’, ‘Dalby Pink’ and ‘Coles Pink No. 1’. For any one cultivar, the harvest season may be as short as 3–5 days or as long as
3–4 weeks. Planting of the three cultivars ‘Cook’s Tall Pink’ (early season), ‘Redlands Sandra’ (early-mid season), and ‘Cook’s Snow White’ (mid season) has given a continuous harvest period of 3–5 weeks during September and early October at Helidon in Queensland.

The production performance of individual clones is frequently site specific. Fine leaf cultivars perform well in Queensland, but are not suited to conditions in southern NSW and Victoria. Growers need to be active in identifying the cultivars best suited to their location. Planting stock may be purchased from commercial native plant nurseries in most States.

Agronomy

Successful commercial cultivation of rice flower requires careful site selection. The use of soils with good internal drainage, preferably with a low clay content, is recommended, together with planting on mounded beds. The wood of rice flower plants is brittle and prone to splitting. Plants should be protected against wind damage by providing windbreaks and may also be supported with trellises or flower mesh. These practices will help reduce the incidence of root and stem diseases and minimise plant losses.

Varieties suited to the growing location should be selected. High quality planting stock, free of disease and root congestion, should be sourced from reputable suppliers.

Cultivation, spraying, weed control (slasher) and irrigation equipment required will vary, dependent upon the farm situation and the production system used. Harvesting equipment, a trailer or truck for product transport, a packing shed and access to a cool room during the harvest period will also be needed.

Satisfactory weed control can be achieved by using contact or systemic herbicides, combined with use of organic mulch or weed mat. Pre-planting soil fumigation with methyl bromide is recommended for sites infected with root-knot nematodes. Regular field spraying with insecticides and fungicides, particularly during the flowering stages, will give general protection against pests and diseases. Following planting, tip pruning of young plants will help to increase branching. Pruning after harvest will encourage regrowth for the next crop.

Little information is available on the irrigation management and fertiliser needs of rice flower. Supplementary watering is required to achieve commercial yields. Also, plants respond well to additions of NPK fertiliser. Strongly acid soils should be limed to pH 6. Some genotypes are particularly prone to iron deficiency. This can be readily overcome by foliar spraying with ferrous sulphate (2 g/L).

Plant densities of 0.5 to 1.0 m within rows and 2 to 4 m between rows are commonly used. High density plantings of 0.5 m to 0.75 m within the row, rather than 1.0 m, allow for significantly higher stem production per unit area and compensate for plant losses.

In mild subtropical locations, planting all year round is possible. Planting at times of extreme temperatures (summer, >28°C; autumn and winter, frosts) should be avoided to minimise the possibility of plant losses. Flower initiation in rice flower normally occurs in July in south-east Queensland, with the commercial harvest extending from late August to mid October.

In the subtropics, satisfactory growth (to 1.0 m and more) and flowering (from early spring) can readily be obtained in the first 9–12 months, with marketable stems produced in the first year. In temperate locations, satisfactory growth and flowering may take 12–18 months, with the first harvest in the second year. Commercial plants commonly have an economic life span of 2–3 years, although plants may live up to 6 or more years.

Around 200 hours of labour is required to establish a one hectare planting of rice flower, excluding annual maintenance costs. Crop husbandry would use somewhere between 100 and 120 hours per annum from the first year forward, excluding harvesting. The time input needed for harvesting will vary according to yields, but approximately 7 hours would be required to harvest, grade, bunch, dip, box and cool 1000 stems.

Pest and disease control

The most important diseases, pests and disorders affecting rice flower are shown in the accompanying table. The most common and damaging problems are those affecting root systems.

Many of the major problems listed are interrelated. Phytophthora or root-knot nematode damage may provide entry for wood rots. Root congested plants or those with insect tunnelling in the stems may predispose plants to entry by fungal rot organisms. The end result is more severe disease and more rapid decline and death of affected plants.

There is a need for more selection and testing of lines suitable for particular areas, and for identification of lines tolerant of Phytophthora cryptogea and root-knot nematode (rice flower is tolerant of P. cinnamomi). Good quality nursery stock that will not develop congested roots should be planted into nematode free, well drained soils not conducive to phytophthora root rot development.

Pests and diseases of foliage and flowers have the potential to reduce stem yield or quality or cause quarantine problems in the importing country. These should be controlled with a strategic and preventative spray program in the pre-flowering and flowering stages.

Harvest, handling and postharvest treatments

Rice flower is usually harvested when 50% of the buds (‘rice grains’) in the flower head are at full size and not more than 10% have broken (stigmas emerged). The stems at the base of these buds may wilt in flowering stems harvested before this stage of maturity. This harvest ‘window’ normally lasts only 2–5 days. When correctly harvested, a vase life of more than 10 days can be expected. In some varieties tested, harvesting could be undertaken at an earlier stage, without wilting or loss of vase life. This has the potential to further extend the harvest period.

The time and duration of harvest will depend upon variety and growing location. The bulk of the rice flower crop is harvested in September and October, with small quantities maturing—depending upon location—in August, November and December. Changes in the harvest season can occur from year to year at the same location, possibly due to changes in seasonal temperatures.

A one-cut harvest can be used where flower maturity is uniform within the crop. Cut material is then extensively sorted after harvest. A longer flowering season allows individual stems to be harvested to length as needed.

Cool storage within two hours of harvest is recommended, as is the holding of this commodity at around 2°C throughout the marketing chain. Leaf blackening may occur when the harvested crop is exposed to high ambient temperatures (for example >25°C). The minimum on-farm requirement is for access to a conventional cool store, although fan-forced cool stores are desirable.

Most markets require product to be free of insect pests and diseases. As a precautionary measure, packaging sheds either dip or fumigate export bunches.

Maturity and objective quality standards for rice flower have been developed for the Flower Export Council of Australia, primarily for export. The standards incorporate flower, foliage and stem quality, harvest maturity, uniformity of grading, accuracy in labelling and postharvest cooling. They provide a basis for Australian rice flower growers to meet customer requirements for quality and consistency.

The Japanese market values clean, distinct flower colour (clear whites and non-fading pinks), uniform maturity within the flower head with no ‘bypassing’ (vegetative shoots) and strong straight stems. Clean and green, high density foliage is used as an indicator of product freshness.

Rice flower can be air dried, preserved in glycerine and other proprietary treatments and responds to uptake dyeing.

Economics of production

The capital investment required, excluding the cost of land, can be high for rice flower production. Around $80,000 could be needed for new equipment on a 5 hectare plantation. Forty thousand dollars should be allocated for buildings and property improvements, including packing shed and fittings, forced air cooling and cold room, irrigation equipment, pumps, dam, a fertiliser injector, windbreaks and fencing. Machinery costs total $40 000, and include a tractor, slasher, spray equipment and a delivery vehicle. Costs can be reduced by purchase of second-hand equipment or seasonal hire, for example of a cool store.

Cash flow budgets are strongly sensitive to price movements and yield reductions. At high mortality rates it is possible to achieve a return on investment only if a high market price per stem is received. At low market prices major losses are sustained, even when plant survival is excellent. To succeed in the rice flower business, high prices, achieved through quality, innovation and service, along with low plant mortality rates and high yields, are required.

Key contacts

Peter Beal
Horticulturist
Centre for Amenity Horticulture
P.O. Box 327
Cleveland, Qld 4163
(Queensland Department of Primary Industries)
Phone: (07) 3286 1488
Fax: (07) 3286 3094

Lois Turnbull Horticulturist
Centre for Amenity Horticulture
P.O. Box 327
Cleveland, Qld 4163
(Queensland Department of Primary Industries)
Phone: (07) 3286 1488
Fax: (07) 3286 3094

Cynthia Carson Horticulturist
Centre for Amenity Horticulture
P.O. Box 327
Cleveland, Qld 4163
(Queensland Department of Primary Industries)
Phone: (07) 3286 1488
Fax: (07) 3286 3094

Leif Forsberg Experimentalist
Centre for Amenity Horticulture
P.O. Box 327
Cleveland, Qld 4163
(Queensland Department of Primary Industries)
Phone: (07) 3286 1488
Fax: (07) 3286 3094

Graham and Esther Cook
Rice flower growers
MS 464
Helidon, Qld 4314
Phone: (07) 5497 5130
Fax: (07) 5497 5291

George Hendrick
Secretary
Queensland Wax and Native Flower Association
P.O. Box 144
Esk, Qld 4312
Phone: (07) 5424 1270
Fax. (07) 5424 2096

Kim James
Executive Officer
Flower Export Council
of Aust. Inc.
P.O. Box 137
Nedlands, WA 6009
Phone: (08) 9327 5583
Fax: (08) 9327 5683

Tony Slater
Scientific Officer
Institute for Horticultural Development
Private Bag 15
South Eastern Mail Centre,
Vic 3176,
(Agriculture Victoria).
Phone: (03) 9210 9222
Fax: (03) 9800 3521
Email: slatert@knoxy.agvic.gov.au

Key references

Beal, P., Turnbull, L. and Forsberg, L. 1995. Development of rice flower as a cut flower crop. 127A Final Report. RIRDC. 120 pp. Appendices.

Beal, P., Carson, C., Turnbull, L., Forsberg, L. and Lewis, J. 1997. Development of rice flower as a cut flower crop. New Crops, New Products : Opportunities for Australian Agriculture: proc. of the First Aust. New Crops Conference 8–11 July 1996, Univ. of Qld (Gatton Coll.), Lawes. RIRDC Pub. Vol. II 350 pp (in press).

Forsberg, L., Turnbull, L. and P. Beal, P. 1996. Diseases of Rice Flower. Proc. of the IV Nat. Workshop for Aust. Native Flowers 28–30 September 1996 Univ. of WA, Perth WA pp 73–81.

Lewis, J., Warfield, B. and Tomes, R. 1997. Rice flower as an export industry: Market opportunities, 122 pp., Information Series QI96077, Department of Primary Industries, Brisbane.

Slater, T., Beal, P., Howell, J., Henderson, B. and Forsberg, L. 1997. Is rice flower a viable cut flower crop in your area? Australian Horticulture (in press).

Turnbull, L., P. Beal and L. Forsberg (1996). Aspects of Rice Flower Production. Proc. of IV Nat. Workshop for Aust. Native Flowers 28–30 September 1996 Univ. of WA, Perth WA.
pp 268–275.

NB: An extended list of rice flower references is available from GrowSearch Australia, Phone/fax. (07) 3821 3784.

*About the authors