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Australian Wildflower Industry

Learn about the Australian wildflower industry, its product range, production areas, and the challenges and opportunities it faces. Discover its competitive advantage and potential for expansion.

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Australian Wildflower Industry

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  1. Australian Wildflower Industry “Wildflowers” = Australian native Flora and South African native Flora

  2. Industry profile • 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

  3. 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

  4. Production areas Queensland 1,787,200 sq km 100 Growers Western Australia 2,525,500 sq km 150 – 180 Growers New South Wales 811,428 sq km 150 – 200 Growers South Australia 984,000 sq km 30 Growers Victoria 227,600 sq km 60 Growers Tasmania 67,800sq km 20 Growers

  5. Victoria 227,600 sq km Thryptomene Wax (Chamelaucium) Banksia Leucadendron Leucospermum • Possibly 200 growers • 43 active members of PWGA • Exported via Sydney or Melbourne (Japan) • Domestic market to Sydney or Melbourne Protea Leucadendron Banksia Protea Leucospermum Leucadendron Serruria Banksia Telopea Bruniaceae Tasmania 67,800sq km 20 Growers

  6. New South Wales 811,428 sq km Actinotus helianthi Ceratopetalum gummiferum Banksia plagiocarpa Leucadendron Protea Grevillea • 150 -200 growers • 2 active associations • Good govt support • Large Sydney domestic market Telopea Grevillea Protea Leucadendron

  7. Queensland 1,787,200 sq km 30 -100 Growers Domestic and export Good govt support Tropical foliage Stenocarpus Leucadendron Anigozanthos Chamelaucium Ozothamnus Leucadendron Protea Leucospermum

  8. 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

  9. 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

  10. Australian Wildflower Industry Threats • 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

  11. Australian Wildflower Industry Opportunities • 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

  12. 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

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