Australian Wildflower

Industry

Wildflowers = Australian
native Flora and South African
native Flora

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

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

New South
Wales

150 180
Growers

811,428 sq km
150 200
Growers

South
Australia
984,000 sq km
30 Growers

Victoria
Tasmania
67,800sq km
20 Growers

227,600 sq km
60 Growers

Victoria
227,600 sq km
Thryptomene
Wax
(Chamelaucium)
Banksia
Leucadendron
Leucospermum

Protea
Leucadendro
n
Banksia

Possibly 200 growers

43 active members of
PWGA
Exported via Sydney
or Melbourne (Japan)
Domestic market to
Sydney or Melbourne

Protea
Leucospermu
m
Leucadendro
n
Serruria
Banksia
Telopea

Tasmania
67,800sq km
20 Growers

New South Wales

811,428 sq km
Actinotus helianthi
Ceratopetalum
gummiferum
Banksia plagiocarpa
Leucadendron
Protea
Grevillea

Telopea
Grevillea

150 -200 growers

2 active associations
Good govt support
Large Sydney
domestic market

Protea
Leucadendron

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

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

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