Australian Wildflower Industry

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

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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
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Production areas
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Thryptomene Wax (Chamelaucium) Banksia Leucadendro
n 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
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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
gt20ha
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
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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
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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 RD funding
• Business approach to farming

www.wildflowersaustralia.com.au
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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 RD
  , local and international promotions,
  information flow

www.wildflowersaustralia.com.au