As Valentine’s Day approaches, Flower Industries Australia, the peak body for the flower industry in Australia, is pushing for the introduction of country of origin labelling on cut flowers. Currently, such labelling is not mandated, which has raised concerns among Australian growers about the transparency of flower sourcing. With an estimated expenditure of $220 million on flowers for Valentine’s Day, the organization believes that consumers deserve to know the origins of the flowers they purchase.

The demand for flowers, particularly red roses, spikes during this time, with forecasts suggesting that up to 10 million stems will pass through Sydney’s wholesale markets. The industry is preparing for what is considered its second-busiest day of the year, just behind Mother’s Day. While many roses are cultivated within Australia, the reliance on imports remains significant, as evidenced by the 13 million red roses brought into the country last year alone.

Flower growers argue that clear labelling will not only support local businesses but also empower consumers to make informed choices about their purchases. In light of these developments, Flower Industries Australia is preparing to approach the federal government, hoping to reintroduce discussions about mandatory labelling for the cut flower market, which could enhance transparency and boost local flower sales in a competitive market.