A bitterly cold winters morning did not dampen the spirits of those who came to the launch of the AFEC global promotional booklet "Australian Floral Gems", held in the early hours of trading at the Melbourne Flower Market on June 15th.2004

Those present gave the Minister of Manufacture and Export, Tim Holding MP, an enthusiastic welcome. Whilst guests at the launch included all facets of the export floral industry, it was the flower growers themselves who especially applauded the introduction of this new book, which leads the way for AFEC's promotional agenda in the year ahead.
In an atmosphere similar to the floral exuberance portrayed in the book, Minister Holding commended AFEC on bringing to future markets a new interpretation of Australian Flowers, one that was vibrant, in tune and punchy. Whilst "Punchy" maybe a term rarely used when describing floral publications, the word was actually well chosen. According to definition, "Punchy" means " a pushing blow or a forceful effect". Being noticed is just part of what AFEC hopes the book will achieve.

As the Australian Flower industry faces increasing competition from other countries growing Australian flowers, AFEC has been committed towards rejuvenating the global image of Australian Flowers. Extensive research prepared the association in what will be a difficult push towards the American US$3 billion industry. Rather than overawe the American florist, AFEC has shown discipline in its selection of promotional product, choosing to concentrate on a collection specifically designed towards interior floral living.

The celebration in launching the book could in many ways be interpreted as the Australian flower export industry 's coming of age. AFEC has up marketed Australian Flowers and in doing so has injected pride and confidence back into the home industry

Through the American floral publication, "Florists Review", 40,000 copies of the book have been distributed to the key American market this month. Exhibitions and showcasing are to follow. When looking through the book and its brilliant interpretation of Australian flowers, it is no wonder that those present for the formal launch were optimistic…as one grower so nicely put it "

"Australian Flowers have never looked so good"
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