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Looking to 2003 – Key Trends, Markets and Crops
Markets
Japan
© Fewer
bigger auctions may lead to lower but more consistent pricing.
© Price
variability a serious threat to grower profit.
© Possibilities
to trade outside the auction system remain limited, but may increase from
supplier pressure.
© Uncertain
extent of price-sensitive product substitution.
© Greater
transparency & efficiency for sellers & buyers awaits further economic
reform.
North
America
© Regional/City
not national focus
©Different characteristics: Boston, NY, Atlanta, Miami,
Chicago, Dallas, SF, LA, Seattle, Vancouver, Toronto
© Flatter
distribution chain
©enabled by communications & logistics.
© Fixed
price orders to reliable suppliers
© Supermarket
share growing
©Smaller consumer bunches, barcoded
©Mixed species bunches
© Price
sensitive, grower profit level depends on exchange rate.
© Growers
must become very efficient at processing to survive AUD$ rise.
Australia
©Easier
for growers to directly promote to florists & consumers.
©Not
subject to exchange rate variation.
©Supermarket
share growing
©Only
accessible for most growers thru wholesalers.
©Industry
needs overall plan to increase market share of native flowers.
Major Crops
©Christmas
Bush :
©Albery’s
still most profitable, yield x price
©Later
varieties
©Pink
& white varieties
©Grading
& % sold key to profit.
© Kangaroo
Paw
©for efficient packers with early crops
© Riceflower
©Not just what grows well, but what the market wants to buy
©White, pink, yellow.
© Flannel
©Cultivation gradually improving. Superior lines not readily
available yet.
© Waratah
©New varieties bring consistent quality.
New Crops
©Alloxylon
sp.
©Colour,
timing, foliage great.
©Cultivation
not easy.
©Flowers
Oct-Dec.
©NQ
rainforest Proteaceae
©Grevillea
baileyana
©Opisthiolepsis
heterophylla
©Stenocarpus
species
©Ferns- moving from bushpicked to cultivated.
©Sticherus
©Gleichenia
©Caustis
©Eriostemon
australasius
©Cultivation
difficult, grafting research may overcome problems.
©Eriostemon
verrucosus Flower Girl
©Hardy,
flowers Aug.
Competitors
©Any
‘farm economy’ country growing the same products (direct) or big quantities
of any cheaper products (substitution)
©But
this production also drives internal market growth which we may be able to
access, eg China, India.
©Other
growers not your real competition.
©Our
advantage is our human & plant resources.
Trends
© Farm
specialisation
©Competitive advantage with suitable crops (climate &
timing)
© Product
customisation
©grading/ packing to multiple specifications for different
markets; flexibility & fast response for changing conditions.
© Sustainability
in soil & water management
©Regulation – water. pesticides
©Customer preference – green production
Grower Group Marketing
Ø
GrandiFlora
Growers seek sustainable competitive advantage with “best of type” product
& service package.
Ø
GrandiFlora aims to improve grower member profitability
through group product branding and niche marketing.
Quality Assurance
Ø
Quality
and consistency standards support the brand in the marketplace.
Ø
Product
& process specifications for harvest, post-harvest treatment, grading,
bunching, presentation & pack-out to ensure uniformity within the group,
between boxes, between growers, from week to week.
Marketing
Ø
Partnerships
with committed marketers provides specialist service in each market.
Ø
Product
specs. fill customer needs for each market.
Ø
Consistently
high reliable quality = good consistent returns.
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