Leucadendrons vary in size from small to tall shrubs, and have long woody stems, with short side stems covered leaves and terminating in a flower head. Leucadendrons are in demand around the world for their attractive ‘flowers’, which consist of a cone-like flower head enclosed by coloured leaf-like bracts (not petals) at the top of the stems. As the flower head matures late in the season, the central large woody cone may become more prominent. Leucadendron stems have quite a long vase life, up to 20 days. While several Leucadendron species are cultivated as cut flowers and marketed as ‘wildflowers’ in Australia, it should be noted that they are native to South Africa and not Australia.

Growers entering the cut flower industry are encouraged to do extensive research on the inherent risks and challenges throughout the value chain.

The wildflower industry, including leucadendron producers, is a mature industry in Australia. It has an active research & development (R&D) program that assists industry members develop better production techniques, works towards industry-wide standards and identifies marketing opportunities. The wildflower industry is represented by WildFlowers Australia, which represents a diverse range of industry participants, including growers, buyers, wholesalers, exporters and importers, and research and extension specialists.

Leucadendrons are used as cut flowers for their vibrant colour. The “petals” are actually modified leaves, and when picked at a more mature stage, the central cone is the main feature. Depending on species and cultivar, the flower is presented as a single or multiple flowering stem. It has a vase life of about 20 days.

Growing regions

Growing regions for commercial leucadendron production have been mainly the southern coastal regions of Western Australia, the coast of south east South Australia, coastal Victoria and the southern and central coastal regions of New South Wales and the southern coast of Queensland.

Soil type

Leucadendrons, like all Proteaceae prefer well-drained, slightly acidic soils that are low in phosphorus. They grow well in rich soils with winter dominant rainfall; and they can tolerate quite high rainfall as long as the soil is well drained.

Climate

Leucadendrons prefer Mediterranean climates, with winter dominant rainfall and dry summers, and they tolerate higher rainfall environments than other South African protea species.

Varieties

There are many Leucadendron cultivars and hybrids available, and growers should consult specialist nurseries, flower wholesalers and exporters for advice about the latest selections and market demand.

Examples of cultivars available as at 2014 are:

• Leucadendron ‘Pisa’ with multi-branched stems with silvery green leaves, each terminating in a flower head featuring yellow to lime-yellow bracts – available in August–November
• Leucadendron ‘Safari Sunset’ with a long upright stem, dark green leaves and large wine-red goblet-shaped flower head at the tip; the central large woody cone becomes more prominent as the flower head matures late in the season – available in February–December.
• Leucadendron ‘Jubilee Crown’ with multi-branched stems densely covered with narrow green leaves, with a strawberry pink to red round cone – available in  August to December.

For further information on Leucadendron varieties for cut flower production refer to the publications What Cut Flower is that? The essential care and handling guide for cut flower professionals, Quality Specifications for Leucadendron ‘Safari Sunset’ and Quality Specifications for Leucadendron ‘Jubilee Crown’.

Planting and crop management

The planting rows for leucadendrons should be cultivated, or deep ripped if required, mounded to ensure good drainage if necessary, and mulched with organic or non-organic material. Irrigation lines should be installed before mulching. Leucadendrons are susceptible to wind, and windbreaks should be established well before planting.

Irrigated agriculture and horticulture enterprises generally have compatible infrastructure to adapt to growing leucadendrons. Infrastructure and equipment for planting and crop management include machinery for site preparation, tractors for mowing and towing flower trailers, fertiliser spreaders, pesticide application equipment and irrigation infrastructure and equipment.

Harvesting and pruning equipment may include various hand picking tools, hedge trimmers, and/or machinery adapted or designed for mechanical pruning and harvesting.

Leucadendrons are hand harvested when the plants are around two years old. Generally the stems are picked daily, in the coolest part of the day, and should be placed in water or a post-harvest solution and held in the shade.

To retain quality and maximise vase life, the stems must be processed (bunched and graded) within an hour of harvest and then cooled to 2–4°C by either forced-air cooling for 20–30 minutes (if boxed) or holding overnight in a cool room (if in buckets). Alternatively, field heat may be removed by placing stems in buckets of post-harvest solution and cooled to 10°C, before processing the flowers, and then the cooled to 2–4°C in forced-air cooling (if boxed and ready for transport) or in a cool room overnight. Flowers for export may need to be dipped in fungicide or fumigated.

There is a wide range of market opportunities for wildflower (including but not solely leucadendron) growers. Markets can be local, regional, national or international. Each has its own range of management requirements.

At the local level, wildflowers can be sold to local florists, farm or roadside stalls, farmers’ markets, restaurants, motels and resorts. Ideally, the farm will be located within an hour’s drive of these customers, and deliveries can be made twice a week. Regular supply and excellent service will be critical to maintain the market.

Individually or in cooperative arrangements, growers may sell to florists that require a year-round supply of a variety of lines. Flowers need to be packed in flower boxes and delivered direct to florists over a large geographical area. Setting up an effective and economic transport network is critical, as is keeping in close contact with customers about orders and payments.

If the flowers are produced close to a capital city, there is the opportunity to sell at flower markets, such as the Sydney Flower Market at Flemington or the National Flower Centre at the Melbourne Markets. Growers may sell their product from a stall at the market, engage an agent to sell their product or sell to a wholesaler.

Growing for export requires careful planning, based on thorough market research and an export marketing plan. Some export advisers recommend that growers learn how to sell flowers on the domestic market successfully, before taking on the export market. Only top-quality product should be exported, therefore the farm production system will need an excellent quality control system.

Risks/challenges

The greatest risk associated with cut flower production is not researching the enterprise sufficiently before investing and establishing the business. Extensive research should be carried out on what species (and varieties to grow) and into which market/s the flowers will be sold. Equally important to market research, is gaining a clear understanding of the personal attributes needed to be a successful flower grower and to operate a profitable flower-growing business; and a good understanding on capital investment and time to earn returns on investment. Chapters 1 and 2 of the publication Getting Started in Wildflower Growing provide excellent guidelines for working through these considerations.

Once the business is established, many of the risks and challenges of cut flower production are associated with markets and marketing. These include understanding market requirements and volumes; competition from cheaper product available on the export market; unfavourable exchange rates; judging demand and securing orders prior to harvest; and oversupply of product driving down prices so that returns to the grower are less than the cost of production.

Publications/information

Emerging animal and plant industries: Their value to Australia RIRDC report (2014)

Getting Started in Wildflower Growing – How to grow native Australian and South African species for the cut flower market RIRDC publication (2013)

What Cut Flower is that? The essential care and handling guide for cut flower professionals RIRDC publication (2013)

Wildflower Irrigation Handbook RIRDC publication (2013)

Improved Market Access for Australian Wildflowers through Ecolabelling RIRDC publication (2012)

Postharvest Handling of Australian Flowers from Australian Native Plants and Related Species – A Practical Manual RIRDC publication (2010)

Quality Specifications for Leucadendron ‘Safari Sunset’ RIRDC publication (2010)

Quality Specifications for Leucadendron ‘Jubilee Crown’ RIRDC publication (2010)

WildFlowers Australia represents the wildflower industry, including growers, wholesalers, exporters and importers, flower and foliage buyers, research and extension specialists and plant growers.