Building the Capacity of the Cut Flower & Foliage Industry

Current Overview

The Queensland cut flower and foliage industry can benefit from improvements to its market development strategies, which ultimately will help to increase the overall demand for and sales of cut flower and foliage products in the state.

With this goal in mind, a project was developed by the Flower Association of Queensland Inc., (FAQI) and with funding support from Horticulture Australia Ltd (HAL), to research the industry and undertake market development and capacity building activities that will inform industry members about how to improve production and quality and stimulate demand for flowers and foliage for the advancement of the floriculture industry in Queensland.

The methods and strategies that prove to be helpful for the Queensland industry could then potentially be extended to the national industry, thereby facilitating better profitability in the broader Australian context.

A central aspect of the project has been the commissioning of UK marketing and communication expert Andrea Caldecourt, who has been actively visiting growers, florists, wholesalers and others in the industry to learn about their needs and offer practical advice for the advancement of their businesses.