Dutch-Chinese combo is blooming hard for Aust to beat — FECA
- Monday, 30 November -0001
What do ABBA and Australian flowers have in common? They both were a hit in the early 1980s, writes John Newton.
But while the original ABBA has long gone, Australian flower exports have blossomed — though it has been a hard grind for growers over the past 25 years, with international competition getting stronger all the time.
According to Sally Sutton executive officer of the Australian Flower Export Council (AFEC) — previously the Flower Export Council of Australia (FECA) — air freighted flower exports today have remained stable and have been worth about A$80 million per annum for the past five years.
But she says it has taken “an enormous effort” to keep the competition at bay.
“Increasing competition from third world countries now sees Australia’s favourite floral exports — kangaroo paw, wax flower and banksias — being grown in some of the world’s most exotic places.
“A decade ago, Australian flower exports were challenged, in quality and quantity, by the premium Israeli grown product, but far more worrying competition was yet to come. South America, particularly Chile and Peru, have produced excellent Australian product this season, entering the lucrative US$3 billion American floral market through Miami.
“But there is far more threatening Australian growers, such as Dutch investment in China. Australian flowers are ideal for the harsh growing conditions of the outer provinces. The Dutch remain the best growers in the world, with the Chinese the most prolific. It is a lethal combination for any competition,” said Sutton.
“While it is a natural occurrence to have competition, Australia was slow in managing its resources, selling out genetic property that has paved a golden trail for competing countries. FECA has managed enormous success from very little resources,” she said. Emphasis has had to be on clever promotions — and several promotions have succeeded in development of an Australian brand that equates our flowers to our own Australian resources.
“A lot of the success of Australian flowers has been through example — and an average of three to four AFEC international promotions per year has continued to ensure that Australian flowers stay a focus within the sights of global buyers.”
Sutton said that from Amsterdam to Atlanta and Beijing to Tokyo, Australian flowers show consistency in being wherever there are world floral buyers.
“We have become masters in achieving results on very little: we have won the highest accolades in the world for our exhibits, including winning at the Chelsea Flower Show and at the prestigious Horti Fair in Amsterdam.”
Sutton said AFEC remains an integral force within the industry. “Its positioning, as an association that is financially reliant on membership fees, confirms the group’s remarkable longevity for an industry body. Two decades of active promotion have contributed to what is an enviable global reputation.”
She said a large government grant had resulted from an AFEC proposal that looked to establish a national body for the industry. The new body — named ‘Wildflowers Australia’ had the responsibility of ensuring the Australian flower industry moves forward.
“AFEC takes its place on the board representing export, but the future of this highly competitive industry demands all facets of the industry are represented and work together. Other board members include the air freight industry, growers, researchers and investors.
“Developing the domestic market is another important strategy that the united body will look towards in ensuring the industry’s future is well planned,” added Sutton.
