Sustainable Native Floriculture?

The Centre for Native Floriculture (CNF) commenced in May 2003 at The University of Queensland, Gatton. The CNF is a joint initiative with the Queensland State Government, with funding for an initial 3-year period. The phase-out of bush-picking under the South East Queensland Forests Agreement was a catalyst for the Centres establishment. The CNF vision is: ‘to help create an internationally competitive and environmentally sustainable native floriculture industry that provides significant employment opportunities in Queensland’. The Centre is comprised of three research, development and extension programs. The Value Chain Program assists native floriculture industry groups in developing efficient consumer-orientated production, handling and marketing systems for select high potential species. These value chain systems will serve as models for realizing the market potential of and regional fiscal returns on other native ornamental species identified as crop ideotypes that are sought after by end-users (e.g. florists). The Floriculture Program supports the value chain by working to enhance germplasm for the native floriculture industry through selection and breeding, optimize cultivation protocols and overcome any technical barriers that arise. Such barriers include propagation constraints, disease problems and post-harvest limitations. The Capacity Building Program operates to transfer technology and other skills (e.g. value chain management principles) to industry members, train operatives for the industry and promote native floriculture. Conservation of native flora is encouraged through cultivation and community engagement. Protection of biodiversity is advocated via regional production systems that spare natural areas and educate the public as to the biological, floricultural and aesthetic values of native flora. Eco-agricultural tourism focused on wildflowers both in nature and in cultivation is also advocated by the CNF.

From bush to bouquet: The relevance of market research

‘Adopt a consumer focus’ is the mantra that pervades the commercialisation strategies of horticultural products world-wide, but does this translate into practice in small and medium enterprises or is the process still production driven? Typically, new products in floriculture are modifications of existing products, which are introduced to existing markets, where consumers’ needs are well understood. Under these circumstances, the traditional role of market research is marginalised. In contrast, the commercialisation of ‘true’ new products into new markets involves a greater effort. Here, market research can identify market segments that are more receptive to innovation and experimentation. In this paper, the authors draw upon preliminary research and their initial experiences in the commercialisation of an Australian native flower to examine the inter-play of information flows and new product development.