Industry: Cut Flowers
Gross value of production |
$1.1m |
Number of growers |
8 |
Number employed |
15 |
Current annual production |
$1.1m |
1. Description of Product:
Cut flowers including roses, gerberas, altriermia carnations and others.
2. Location of the Industry:
Growers are located at Eurobin, Wandiligong, Yackandandah and in Wangaratta. There are some small growers in King Valley. This is not an industry with a cohesive grower network, as each grower is in part competing for a limited regional market.
3. Employment and Labour Requirements:
a. Number of Producers:
8. Four of these are reasonably commercially strong, the others much small home based industry. Two growers were surveyed and Victorian Cut Flower Industry consulted.
b. Number Regularly Employed:
15-20. Casual labour is needed from time to time depending on demand and is drawn from family or others.
4. Annual Production:
In this industry productivity measures are not well developed. This industry has a history of family orientation. Production is usually measured in terms of gross turnover.
5. Value of Product:
It is roughly estimated that average turnover of bigger producers is $150,000 - $200,000 per annum and smaller producers $75,000 - $100,00. Therefore gross value of production is estimated to be $1,050,000, however this is very variable and an estimate based on projections rather than close surveying.
6. Production Trends Over the Next Five Years:
a. Projected:
Individual growers have individual plans over 5 year period. One grower who has experienced substantial growth would anticipate consolidation rather than continued rapid growth. Other growers anticipate aggressive marketing.
It has been suggested that this is an industry offering an attractive lifestyle for urban dwellers moving to the country and consequently may see more growers entering the industry.
b. Potential:
The establishment of a new wholesale flower market in Melbourne would suggest there is confidence in the industry. The extent to which this will affect growers in this region is not yet known.
This industry depends on the ability to establish export markets in a very competitive arena, as domestic demand for flowers is relatively low per capita. Australian cut flower industry is a significant export earner.
The Victorian Cut Flower Association is a most vigorous association and as a result there is significant development in the Victorian industry.
Extracted from the Bright Report
