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Floriculture industry statistics from 2004
Summary
The cut flower, nursery and turf industry in the north east is
a small industry with an estimated annual gross value of production
of approximately $1 million. Almost 50 per cent of the industry is
located within the Rural City of Wangaratta with the remainder being
evenly spread across all Shires except Benalla (<1%).
North East Region |
1996 – 97
AG Census |
2000 – 01
AG Census |
2001 – 02
AG Survey |
2002 – 03
AG Survey |
Gross value of floriculture & nursery
production |
$3,511,720 |
$3,058,548 |
$985,046 |
|
Total area of production (ha) |
47 |
38 |
|
41 |
Contribution to Victorian GVP
of commodity |
1.9% |
1.3% |
|
|
Contribution to Australian
GVP of commodity |
0.5% |
0.4% |
|
|
Estimated number of farms |
29 |
31 |
|
17 |
| Note: the 2002/03
figures have relative standard error of between 50% - 100%
and are unreliable. They have been included to indicate likely
decline of the nursery and cut flower industry. |
Source: ABS Agricultural Census – 1997 and
2001, Agricultural Survey 2002 and 2003
Flower and nursery industry overview
Product description |
Flowers grown and sold for the cut flower market.
Native and indigenous plants for the wholesale market, retail
market, and home gardens. |
Main season |
From October through to June for most types
of cut flowers. Major production in nurseries is over Autumn – Spring
period |
Industry associations |
Victorian Cut Flower Association |
Domestic market information |
Approximately $3.50 per bunch of cut flowers
was reported by one floriculturist surveyed. Cut flowers
are purchased by wholesalers and are transported to major markets
such as Melbourne. |
Export market information |
Respondents stated none of their produce /
plants were exported. |
Source: AAVAF Survey 2004
Location of the Flower and nursery industry within the AlpValleys
region
2001 Ag Census |
% of GVP |
% of production
volume |
% of farms for
commodity |
North East Region |
Victoria |
North East Region |
Victoria |
North East Region |
Victoria |
Alpine Shire |
13.6% |
0.17% |
18.0% |
0.16% |
18.5% |
0.77% |
Benalla |
0.3% |
0.00% |
0.3% |
0% |
3.7% |
0% |
Indigo Shire |
5.4% |
0.07% |
9.9% |
0.09% |
14.6% |
0.61% |
Towong Shire |
16.6% |
0.21% |
14.1% |
0.13% |
14.6% |
0.61% |
Wangaratta (RC) |
49.1% |
0.63% |
45.7% |
0.41% |
44.8% |
1.87% |
Wodonga (RC) |
15.4% |
0.20% |
12.0% |
0.11% |
3.9% |
0.16% |
Source: ABS Agricultural Census - 2001
Projected Flower and nursery industry growth
Source |
Indicator |
Comments |
(ABS) AG Census and survey
data |
Growth in production area 1997 to 2001 |
The production area for nurseries and cut flowers
in North East Victoria has remained relatively constant between
1997 and 2003. In hectares, 1997 recorded 46.6, 2001 – 38.3
and the 2003 estimate was 40.9. |
Surveys |
Current profitability |
Reported as satisfactory or high. |
5 year business plans |
Stated as either no change or increasing level
of cut flower production and variety of flowers grown. |
5 year business outlook |
Reported as good or very good. |
Business planning / budgeting |
Of those surveyed that conducted planning activities,
it was for 1 year in advance. |
Age of producers |
Fell between the ages 40 to 59 years. |
Capital expenditure 2002-03 financial year |
Ranged from $80,000 to $120,000, and represented
between 37% and 42% of gross income. |
Flower and nursery industry labour requirements
Labour requirements are generally part time and casual employment
for both the cut flower and nursery industry. Up to 20 full time
people employed during plant propagation and raising over winter
period.
Detail |
Comments |
Areas of indirect employment |
Suppliers, transport providers, buyers - brokers
and wholesalers. Major regional producer transports its own
plants |
Flower and nursery industry marketing activities
Detail |
Comments |
Marketing undertaken |
Producers of cut flowers market and sell their
flowers mainly to wholesalers and also to local florists. Nurseries
for the retail market advertise their outlet in local papers
/ chronicles within the region. |
Value adding activities |
For cut flowers, value adding activities undertaken
include packaging and labeling of flowers. For nurseries, value
adding revolves around potting of grown plants / flowers. |
Labels and brands |
Sandy Creek Trees |
Flower and nursery industry strategic advantages and opportunities
- Climate and consistent weather patterns.
- Demand for native plants as gardener’s tastes change. This
presents an opportunity for nurseries to focus more heavily on
supplying native plants and providing new native plant varieties.
- Proximity to dry areas enables the supply of plants to these
areas eg. Saltbush.
- Supply of plants for low water use gardens.
- Landholders are not waiting for Government subsidies for tree
planting. Just getting on with tree establishment.
Flower and nursery industry strategic disadvantages and impediments
to growth
- Perception of marketing logistics as difficult due to most products
being sold at distant major markets such as the Melbourne flower
market.
- Future availability of water and the impacts of drought although
this is being offset by a switch to low water use gardens
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