Transcript Australian Wildflower industry

Australian Wildflower Industry
“Wildflowers” = Australian native
Flora and South African native Flora
Industry profile
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Reliable statistics limited
Export market valued at AUD50 - 80 million
Estimated AUD50 million domestic market
+ 500 growers
Farm size varies from 1ha to 100ha
90% of growers have off-farm income
Bush picking accounts for 30% of export and
20% of domestic
Australian Wildflower Industry
Product range
• Protea (P. cynaroides, Pink Ice, Red Ice, P. repens, range of varieties)
• Leucospermum (High Gold, Red Sunset, Tango)
• Leucadendron (Safari Sunset, Inca Gold, L. salignum and L. laureolum
selections)
• Serruria (S. florida selections and S. rosea hybrids)
• Banksia – also dried and dyed (B. coccinea, B. baxteri, B. plagiocarpa B.
menziesii, B. hookeriana, B. prionotes)
• Telopea (named varieties of T. speciosissima)
• Grevillea, Dryandra, Adenanthos, Persoonia, Stirlingia,
Conospermum
www.wildflowersaustralia.com.au
Production areas
Queensland
1,787,200 sq km
Western Australia
100 Growers
2,525,500 sq km
150 – 180 Growers
New South Wales
811,428 sq km
150 – 200 Growers
South Australia
984,000 sq km
Victoria
30 Growers
Tasmania
67,800sq km
20 Growers
227,600 sq km
60 Growers
Victoria
227,600 sq km
Thryptomene
Wax (Chamelaucium)
Banksia
Leucadendron
Leucospermum
Protea
Leucadendron
Banksia
Protea
Leucospermum
Leucadendron
Serruria
Banksia
Telopea
Bruniaceae
• Possibly 200 growers
• 43 active members of
PWGA
• Exported via Sydney or
Melbourne (Japan)
• Domestic market to
Sydney or Melbourne
Tasmania
67,800sq km
20 Growers
New South Wales
811,428 sq km
Actinotus helianthi
Ceratopetalum gummiferum
Banksia plagiocarpa
Leucadendron
Protea
Grevillea
Telopea
Grevillea
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Protea
Leucadendron
150 -200 growers
2 active associations
Good govt support
Large Sydney domestic
market
Queensland
1,787,200 sq km
Tropical foliage
Stenocarpus
Leucadendron
30 -100 Growers
Domestic and export
Good govt support
Anigozanthos
Chamelaucium
Ozothamnus
Leucadendron
Protea
Leucospermum
South Australia
984,000 sq km
30 Growers
10% Adelaide domestic market
20-40% export
50-75% Eastern states domestic market
Some large growers >20ha
Protea
Leucadendron
Leucospermum
Banksia
Protea
Leucadendron
Western Australia
2,525,500 sq km
150 – 180 Growers
Export to Europe and Japan
Small local domestic market
2 active associations
Govt support
Chamelaucium
Anigozanthos
Leucadendron
Banksia
Protea
Leucadendron
Leucospermum
Brunia
Australian Wildflower Industry
Threats
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Labour price and availability
Forex rate
Fuel and freight costs
‘Part time’ growers setting low prices
Stagnant Asian economies
Competition from other countries
Water issues
www.wildflowersaustralia.com.au
Australian Wildflower Industry
Opportunities
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Supply chain coordination
Strategic management of lifecycle of new products
Industry cohesion through national body WFA
New novel products
Expanding SE Asian markets
Domestic market development
Access to R&D funding
Business approach to farming
www.wildflowersaustralia.com.au
Australian Wildflower Industry
Competitive advantage
• Diversity of plants for new products – min of 270 species
currently sold
• Close proximity to Eastern markets – lower freight costs and good
trade relations
• National body for cohesive industry – access R&D $$, local and
international promotions, information flow
www.wildflowersaustralia.com.au