Amid the Valentine's Day rush, Australia's flower industry peak body, Flower Industries Australia, is advocating for country of origin labeling for cut flowers. The industry estimates that Australians will spend a staggering $220 million on flowers this Valentine's Day, with the traditional red rose being a popular choice. However, a significant portion of these roses are imported, with approximately 13 million red roses entering the country last year alone. This highlights a crucial issue: unlike many foods, commercial cut flowers in Australia lack mandatory country of origin labeling, leaving consumers in the dark about the origin of their flowers. Flower Industries Australia's secretary, Anna Jabour, emphasizes this point, 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 situation is further complicated by the fact that the federal government has currently dismissed the proposal for country of origin labeling. Despite this setback, the industry remains determined to revisit the issue. Indoor flower specialist Arietta Thompson shares a similar sentiment, expressing her desire for regulations that would support Australian growers. She warns, 'If we don't support it, we'll lose it.' The Valentine's Day rush is a significant event for the flower industry, with Sydney's flower markets experiencing a surge in activity. Sydney Markets CEO Anthony Boyd reveals that Valentine's Day is the second-busiest day of the year, surpassing even Mother's Day in terms of volume and trade value. The demand for flowers during this period is substantial, with an estimated $45 million worth of trade passing through the market. Flower growers are adapting to the trends, with a noticeable shift towards brighter and more colorful seasonal produce. Nicola Pavadano, a flower grower, notes the popularity of dahlias and flowering gums, among other native Australian species. Despite the rise of alternative flowers, the traditional red rose remains a classic choice. Michael Bagala, a rose grower with a family business spanning over 40 years, observes that while the rose is still fashionable, customers are increasingly mixing it with other flowers to create quality bouquets. He also mentions that customers are curious about the country of origin of his roses, which include imports from Kenya and Ecuador. Laielle Alameddenie, who operates a build-your-own bouquet business, notes a shift in consumer preferences, with hydrangeas gaining popularity over the traditional red rose. Ms. Jabour acknowledges this trend, suggesting that while the red rose may not be the first choice anymore, it is unlikely to ever go out of fashion entirely. The industry's push for country of origin labeling is a response to the changing preferences and demands of consumers, aiming to provide transparency and support for local growers.
