Abstract
The fact that most Australian native flowers are traded as opposed to marketed to overseas markets is possibly the reason behind the industry's inability to achieve its commercial potential. In an effort to improve their competitive position, a group of flower growers and an exporter approached the Centre for Native Floriculture to assist them in positioning Backhousia myrtifolia as a new cut flower in the highly competitive Japanese cut flower market. In order to achieve this, staff from the Centre's Value Chain Program assisted the group in forming an alliance and in implementing the principles of value chain management. This paper documents the process of alliance formation and value chain management that the group is undergoing, highlighting achievements and hurdles experienced in 2004.
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