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

Industry profile Reliable statistics limited Export market valued at AUD million Estimated AUD50 million domestic market 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

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 Australian Wildflower Industry Product range

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

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

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

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

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

Protea Leucadendron Leucospermum Brunia Chamelaucium Anigozanthos Leucadendron Banksia Western Australia 2,525,500 sq km 150 – 180 Growers Export to Europe and Japan Small local domestic market 2 active associations Govt support

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 Australian Wildflower Industry Threats

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 Australian Wildflower Industry Opportunities

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 Australian Wildflower Industry Competitive advantage