WildFlowers Australia - About us

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Historically, WildFlowers Australia was created by a group of wildflower growers and exporters who saw the need for a national body in the early 1980's. They established the structure with a view to creating what we see today - a nationally united peak industry body. At the time, it was called the Australian Protea Growers Association. Subsequently, to acknowledge the growing interest in cultivation and marketing of our uniquely Australian Wildflowers, the name was changed to the Australian Flora and Protea Growers Association (AFPGA).

In 2004, the name was once again changed, this time to Wildflowers Australia. At that time, membership was already declining in a number of states, and the aspirations towards national unity appeared to be foundering. The emerging drought, a strong Australian dollar and fierce competition from overseas growers were all combining to depress the Wildflower markets. A number of wildflower businesses were no longer able to commit themselves to the cause of common advancement.

It was at this stage that an initiative was proposed , backed by funding from the Federal Department of Agiculture, Fisheries and Forestry (DAFF). The aim of this was to involve Industry representatives with an external consultancy, in order to distill a plan of action for the revitalisation of the Australian Wildflower Industry.

Fast-forward to 2007. Based on thorough consultation across the national Wildflower Industry, a core group of dedicated growers, and aligned industry business representatives, decided they would pursue the dream and recreate their own futures, as a united and proactive Australian Wildflower Industry to unite growers and other supply chain members, large and small, in a nationally cohesive and profitable industry.

To that end, they met at two Industry Summit meetings in Melbourne early in 2007. The charter and objectives of the Association were confirmed at that meeting.


WildFlowers Australia today

Today, WildFlowers Australia Ltd is led by an active Board, with membership drawn from most states. We have created a strategic plan to improve, promote and market Australian Wildflowers for all the industry members we represent.

We hope that you will join us on this exciting journey...

One of our main objectives is to enhance the profitability and viability of the Australian grown Wildflower Industry. WildFlowers Australia aims to be the peak industry body endorsed by and able to claim true representation of wildflower growers and supply chain members across the nation.

Our members include growers, grower organisations and related businesses in the value chain such as marketers (wholesalers, exporters, florists) and plant producers. These businesses focus on commercial floriculture crops based on Australian native flower and foliage species as well as South African Proteaceae species.

This representation enables the Board to collate and prioritise the views, concerns and wildflower industry development opportunities of its membership. Where appropriate, the Board presents outcome based plans to Government and its associated agencies at the highest level.

The Board also aims to resolve many of the problems facing the various Australian wildflower industry organisations (both small and large) in today's marketplace, both nationally and internationally. It achieves this by facilitating communication throughout the industry, encouraging joint participation in the development and delivery of projects.

WildFlowers Australia works to create better outcomes for the industry through a clearer focus on shared goals and better resourcing to provide greater efficiencies in marketing, research, product development and supply chain management. This is underpinned by the strong partnerships between WildFlowers Australia and Government agencies such as the Rural Industries Research & Development Corporation (RIRDC), Horticulture Australia Ltd (HAL) and the Federal Department of Agriculture, Fisheries and Forestry (DAFF).