Amid the Valentine's Day rush, the flower industry's peak body, Flower Industries Australia, is advocating for country of origin labeling for cut flowers. The industry predicts Australians will spend $220 million on flowers, with a significant portion going towards traditional red roses. However, while many roses are grown locally, approximately 13 million red roses were imported last year. This has sparked a debate about the need for country of origin labeling for cut flowers, which currently lacks an equivalent to the labeling requirements for many foods in Australia. Flower Industries Australia secretary Anna Jabour emphasizes the importance of transparency, stating, 'You can look at your food and you know exactly where it's from, but when it comes to cut flowers in Australia, people just don't know.'
The Sydney Flower Market buzzes with activity as growers, wholesalers, and florists prepare for the Valentine's Day rush, which is the second-busiest day of the year after Mother's Day. The market's CEO, Anthony Boyd, highlights the significant volume of trade, noting that Valentine's Day sees three to four times the volume of any other week, generating around $45 million in sales. Flower growers are responding to this demand by embracing brighter, more colorful alternatives to the traditional red rose, such as dahlias, flowering gums, and kangaroo paws.
Michael Bagala, whose family business has been growing and selling roses for over 40 years, acknowledges the enduring popularity of roses but notes a shift in consumer preferences. Customers are increasingly mixing roses with other flowers in their bouquets, and there's a growing interest in knowing the country of origin of the roses, which include imports from Kenya and Ecuador. Laielle Alameddenie, who buys stock for her build-your-own bouquet business, observes that the red rose is no longer the first choice, with hydrangeas gaining popularity for their beauty, variety of colors, and standout appeal. While the red rose may not be going out of fashion anytime soon, according to Flower Industries Australia secretary Anna Jabour, the industry is adapting to changing consumer preferences and the need for transparency in the supply chain.
