Flowers of Australia - coming soon AFEC 1988 - 2008 AFEC Strategy The Australian Flower Export Council appreciates the importance of international design influences in promoting Australian grown product. Whilst we are delighted with the skills and talents of our local designers, it is Europe and North America who dictate the trends in floral design. AFEC has therefore included in its marketing strategies of the next financial year, continuation of its program to bring two international industry leaders to Australia with two important aims.. They are…. To Educate     our designers on future trends. And to educate those who set the trends on our product  To Influence …our industry to think globally… And influence International markets to embrace our product. Australian Flower Export Council AFEC - Australian Flower Export Council PO Box 442 North Melbourne Victoria 3051 T: +(61)-3-9258 6150 F: +(61)-3-9687 7714

“Flowers of Australia"        Two years in the making, three years in the dreaming, Australian Flowers are gearing up for the most exciting entrance the industry has yet to see. Flowers of Australia is on its way and soon to be printed by the dynamic floral media "Florists Review". When Florists Review CEO Frances Dudley visited Australia in 2003, she had this to say…”Your flowers are exquisite. There is nothing in the world like them. To see them in their natural environment is like watching a great movie… there’s so much to look at nothing else matters” Frances' appraisal of the Australian Flower environment  was the instigator of  our new floral story “Come to my place “ We’ve always marketed our flowers for their assets …their vibrance, colour, great stature and form, but the environment in which our flowers grow is unique and makes its mark on our fantastic blooms. Contact Sally Sutton on (03) 9258 6150   or  0408 127 090 for more information about how you can participate in this important publication. Flowers of Australia - 'wouldn't miss it for quids'. IFEX 2007 Following the success of IFEX 2006, AFEC prepares for a return to Tokyo in October 2007. IFEX organisers expect an even bigger, and better, exhibition this year as the Trade event grows in popularity. The prospectus used in promoting the exhibition has featured the Australian Flower stand, a good choice in delivering a colourful incentive to increase gate figures. Austrade joins IFEX in preparing for greater things in store at this years exhibit. Expanding last year’s site by 400%, Austrade presents an opportunity for all Flower growing States to get behind this project, and work towards an Australian Flower exhibit of impact. Negotiations with leading designer, Richard Go, follow up previous discussion with IFEX organisers to introduce an Australian Flower demonstration within their training seminar section. This is an exciting result, and one that confirms the talent, and popularity, of our Sydney designer. National Body  A summit held in Melbourne in March 2007, has made excellent progress in the initiation of an Australian Flower national body.  The industry has given overwhelming support to the project, which is being funded by DAFF.  A committee was elected in the interim, to undertake the necessary decision making required in developing the body. Ridge Partners, a consulting firm from Brisbane, are acting administrators until the formality of electing an Executive Officer is undertaken. Whilst it has not as yet been decided where the industry body will operate from, the grower group Wildflowers Australia, (previously AFGPA) has made available their name and constitution, availing the new body to simply “step into their shoes”. There is great excitement, and faith, that the National Body will be operating in the very near future. Membership fees have been confirmed. Alongside initiatives which will provide revenue apart from the Federal Government funding. Contact Lodi Pameijer, Executive Officer WildFlowers Australia Ltd , 07 5494 4935 for more information The Japanese Story…. The Face of Australian Flowers has taken on a new look, according to the latest editions of popular Japanese Floral magazine “Floral Corner”  A feature on the Australian Flower Industry displays a four-page spectacular in both February, and March (2007) editions.  However, there is barely a flower to be seen in what appears to be page after page of sun drenched smiling faces! According to Austrade Tokyo, the way to the Japanese floral heart demands more than a flurry of floral images  .No matter how glorious the range, floral loyalty demands an incentive with a bit more nitty gritty…. or sand and sun, when it comes to Australian Flowers!   The fascination in the story behind the product is what led to the arrival of a Japanese floral media team last November, ready to take on the outback. The result certainly delivers an effective Australian story in what became a logistical nightmare. Thirty growers were interviewed over a period of seven days. Beginning with the wax growers of the Victorian Grampians, and ending high up in the rainforest area of Queensland, a bevy of Australian flower growers smiled warmly into the camera lens. In between there was travel, and lots of it, with no shortage of the required backdrops. Sun, sand and desert are plentiful in this Australian drought  Taking the face of Australian Flowers to the Japanese Floral market was an AFEC initiative that followed the IFEX exhibition in Tokyo, October 2006. Eight full pages within a high profile industry magazine, is certainly a valuable result in creating industry awareness.   Formal floral design images were shot at popular inner city haunts, providing an end product to the rural journey.  AFEC EXHIBITS AT IFEX, OCTOBER 2006 It is all smiles as Victorian flower growers  bask in the attention given to their product on display at IFEX.  Austrade are excited about the success, and have pledged support again for IFEX 2007. more  Background to the IFEX, Tokyo, Japan, October 19th to 31st exhibition more Wild Woman - Rural Best? AFEC’s Executive Officer, Sally Sutton, was recently announced as a finalist in this years Victorian Rural Women’s Award through her proposal “Wild Women Growing”     Wildflower Industry represented in Young Farmers Incentive program Arising from AFEC’s work within the Industry Partnership Project came an invitation for the industry to be formally represented by a grower under 30 years of age in the (DAFF) Young Farmers Incentive.  Based on his broad experience and commitment to industry future Victorian grower, David Daniels, of Misty Mountain Protea, was selected as the wildflower nomination.  David is actively involved in wildflower promotion and is never lost for words. His attendance at the Young Farmer Forum, held in Canberra in September, included meetings with the Minister regarding industry needs.   David proved his promotional footing recently in an AFEC promotion that introduced Australian wildflowers to the television world but in a totally different concept. Here were Australian Wildflowers in bright colourful bunches, presented by Sydney designer, Richard Go alongside Bert Newton on Good Morning Australia. This was the first of what has been planned as a monthly segment, where future shows will continue to present Australian Flowers as a natural must have within every family home. Introducing David within the AFEC synergies and networks has also availed wildflowers to be the focus on several ABC radio shows and interviews with local identities including Jane Edmanson Richard Go represents Australia Floral designer extraordinaire Richard Go will represent Australia at the renowned American Institute of Floral Designers national symposium to be held in Seattle 2 - 6 July.  "Hollywood has the Oscars. Sports has the Olympics. And the Floral Industry has the AIFD National Symposium." claims the AIFD website. The Symposium, entitled "Balance", really is a major event in world floral design, and we are all looking forward to receiving a detailed report from Richard on American floral trends and his other learnings from attending the symposium.  We anticipate being able to report on the symposium later in July. AFEC extends its special thanks to the contributing organisations which have made this visit possible, in particular the generous support of Wildflowers Australia. Industry future under consideration A review of the wildflower industry - being the bulk of the Australian flower export industry - has been commenced under the Commonwealth government's Industry Partnerships Program.  The Consultants in the review - Ridge Partners of Brisbane - have held discussions over the length and breadth of Australia, culminating in an industry national workshop in Melbourne in June. The principal outcome of that workshop was the clear view from all sectors - growers, wholesalers, exporters, retailers - that a national wildflower organisation was necessary.  The prospect of such a national body linking into some sort of national whole-of-cut-flower-industry body was canvassed and seen as a prospect somewhere into the future:  after a sound wildflower body had got itself firmly established. Full report > MIFGS floral extravaganza This year's MELBOURNE INTERNATIONAL FLOWER AND GARDEN SHOW again saw talent from around Australia come together to produce a floral extravaganza that delighted the crowds. A week of beautiful weather ensured their design talents were well appreciated, whether they be landscape or floral design. Seen here with national floral identity, Richard Go, AFEC's Sally Sutton applauded his stunning display of native flowers. Richard has been a leading influence in the swing towards native flowers and foliages. His clever interpretations, which include featuring the lifecycle of some species, has been hailed as an innovative design first. Incorporating modern art with native flowers has earned Richard an impressive following that is bound for global appraisal. More MIFGS images from Wildflowers Australia  AFEC presents Australia's floral gems at major trade show in Miami Starting the promotional activities for 2005 on a high note, AFEC is participating at the WORLD FLORAL EXPO in Miami.  This major trade show runs from 3 - 5 March 2005.  The presentation, which will showcase our wonderful and different product to key major consumers and designers, is part of AusTrade's support for organisations working to increase Australia's proportion of the US market.  Participation in such events is particularly important given the large presence of South American and other competing flower producers all seeking stronger recognition in the important market. AUSTRALIAN GREENS win the vote AT USA FLORAL EXPO. Whilst the voters of America were gearing up for the polls this week, in Atlanta, Georgia the American vote had already awarded Australian Greens with a landslide win. ! Far from its original habitat in Northern Queensland, foliage referred to as Flexi Grass was last week voted the BEST NEW PRODUCT by the American floral trade at the prized annual wholesale trade show, Floral Expo An intrigued crowd gathered around breathtaking Australian flora to view a series of flexi grass demonstrations. In an exotic background of kangaroo tails woven with Waratah, this rather bland, slender grass made its formal debut, thereafter to be called the femme fatale of the floral world. Twisted, braided, tied and shaped, the grass bent, bowed and balanced to the wholesalers of floral America, its finale forming a giant heart in which was threaded an array of seeds and pods.     Hosted by the Wholesale Florist and Floral Supplier Association (WFFSA), The Floral Expo offers the floral world the unique opportunity to introduce their product to America’s floral buyers and decision makers. With the American floral industry now worth over US$3billion, this is one trade show that can offer invaluable opportunities through its key audience, the performance at the Australian stand being timed to perfection. The success of Flexi Grass confirms this small peak body association is on track with their marketing plan, which aims at doubling Australian flower exports into the USA by 2006. In a market that is dominated by South American growers, this is one” post election Bush story” that is destined to bring a smile to the growers of Australia. Interflora World Cup succeeds in showcasing Australian florists and flowers The Interflora World Cup staged in Melbourne in 2004, provided a wonderful opportunity for Australian florists not only to compete with the world's best, but to view the latest in floristry by the world's best. Australia's Floral Gems Launched in Melbourne, Australia's Floral Gems is an exciting new publication seeking to bring the joy, wonder and beauty of Australia's floral tapestry to the international market place. The brochure will be distributed widely in the unites States of America in conjunction with Florists Review, and also in Japan and other markets. The publication was formally launched onto the world stage on Tuesday 15 June by Victorian Exports Minister, the Hon Tim Holding. Welcome to Frances and Tom Dudley As part of AFEC's marketing strategy, Frances Dudley, publisher and editor of two highly influential floral wholesale magazines including "Florist Review", visited Australia for three weeks in 2003 to experience our floral delights.  Featuring with Furniture Australia’s designers made a rush for the trade show Furnitex Expo held at Melbourne Exhibition Centre late July Canada goes wild Exhibiting at the internationally well known Tulip Festival at Ottawa saw Melbourne designer, Lyn Sutton, take home the overall gold Cup for Australian flowers!  ABC's "Gardening Australia" brings home the export side ABC  films a segment on export product growers from both Victoria and W.A. AFEC wins Gold at Amsterdam! Australian Flowers certainly made an impession on the world at last November’s International World Trade Fair in Amsterdam!. AFEC Leads Battle Against Freight Increases As the National Export body for the Australian flower industry, AFEC is committed to not only working towards a greater share of the international flower market, but also ensuring that Australian flowers are delivered efficiently and cost effectively. Australian Flowers & Foliages Continue to Capture the Hearts of Florists World-wide "Wildflower Dreams" follows the success of the “Australian Floral Gems” project and enables florists around the world to be inspired and encouraged to work with Australian flowers and foliages. ABC's "Gardening Australia" at Melbourne Markets Gardening Australia recently spent the day with AFEC at Melbourne Markets!

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