Summary

This project will continue and develop activities and strategies developed by PRJ-006760 to build capacity and improve communication in the Australian wildflower industry. These provide direct communications to industry stakeholders – current and future growers, marketers (domestic and overseas), florists and allied industry members. Coordination of this information at a national level is vital for building stronger industry networks, and enhancing human capacity and information sharing, because industry members are often geographically isolated from each other. The key activities to be conducted by the project will be accessible to all, as most will involve internet-based communication. Activities will include bimonthly newsletters, technical reports, regular email communications, and coordination of the national student floristry competition and development of new website based information. An annual industry conference or conference plus workshop will be held, where possible taking advantage during 2014/15 and 2015/16 of being part of a wider industry conference being organised by others, including an international conference planned for Perth in August 2015. All these activities were rated highly in a recent member survey. A focus on current and recently completed R&D projects will be integral to the communication, ensuring that industry members are made aware of opportunities for becoming involved in projects and how to access the various outcomes and outputs of wildflower industry R&D activities. R&D project reports will also be submitted to the industry magazine Australian Flower Industry, and wider horticultural media. Industry and technical information will be communicated in clear, user friendly language.

Program

New and Emerging Plant Industries

Research Organisation

Australian Wildflowers Research, Development and Education Pty Ltd

Objective Summary

The major objectives will be:
1. To develop and communicate R, D & E information relevant to the Australian wildflower industry through bimonthly newsletters, the WFA website, regular email briefs and technical articles for industry media.
2. To develop skills and knowledge and enhance human capacity by holding an annual conference and/or workshop and by supporting organisation of the national student floristry competition.

The expected outcomes will be regular provision of quality technical and industry information through bimonthly newsletters, the website and articles showcasing R&D successes in the wildflower industry published in industry media such as Australian Flower Industry magazine. In addition an annual conference and/or workshop will be held. A national student floristry competition will be held annually and be well supported by registered training organisations delivering floristry training throughout Australia, with up to 100 participants each year. The competition builds capacity within the floristry industry, raises awareness of the use of wildflower products in commercial floristry and develops a photo library of flower arrangements that integrate Australian-grown wildflowers with other floral products. The communication will continue to raise awareness of outputs delivered by completed R&D projects and how they integrate with each other to enhance the capacity of the Australian industry – growers will find it easier to increase their farm productivity and product marketability by applying the results of completed R&D, and florists and end users will have a greater appreciation of the diversity of wildflower products and how to use and care for them.