Issue No 7, January 1997.

NOTICE: Hard copies of the Australian New Crops Newsletter are available from the publisher, Dr Rob Fletcher. Details of availability are included in the Advice on Publications Available.

10.4 Australian herb industry: import replacement - export potential

Most growers are currently involved at the cottage industry level (averaging in size between a backyard and a hectare). In most cases, herbs provide a supplement to, rather than the main source of income, with returns of between A$2,000 and A$20,00 0. A smaller percentage grow broadacre for specific on-sale or for self-processing markets as a major source of income.

Domestic market

Over 80% of herbs are imported as raw materials, valued between A$16 - 23 million (translating to A$80 million for packaged herbs/spices at the retail level). Retail market for value-added herbal products is estimated between A$200 - 300 million.

Market- global:

Accurate figures are unavailable. One estimate suggests the processed medicinal market alone is worth A$200 billion. Markets for culinary and medicinal raw materials fluctuate.

Opportunities exist for increasing market share domestically and internationally with Australian grown product but there is a need to combine "vision" with a planned, cautious approach.

Potential growers will face:

uncertainty of returns

a "Catch 22" situation - the market's reluctance to accept the product before supply and quality can be guaranteed; grower reluctance to develop crops before the market commits to a price and quantity
a lack of recognition of Australia's ability to grow and supply quality herbs in quantity
price competition from traditional and emerging suppliers with low labour and other costs
competition from an increasing number of growers; it is a buyer's market in some areas

lack of industry intelligence

there are insufficient accurate data on existing and potential domestic and international markets
a paucity of readily available agronomic information on a range of herb crops
a lack of comprehensive industry networking
a widespread reluctance to "share" information and knowledge

Grower success will depend on long-term commitment, flexibility and investment in:

agronomic understanding
broadacre mechanised production at all stages to reduce costs
minimal chemical intervention farming
quality assurance programs
plant breeding programs to develop quality standardised crop
prediction of market trends and early identification of niche markets
development of information resources
establishment of "closed" and "open" information/production networks

Areas of opportunity currently include:

domestic fresh-cut and dried culinary herbs
fresh-cut herbs for the overseas culinary/catering market (Asian and off-season US/Europe)
specialised production, e.g. essential oil, medicinal crops, "new" herbs (pharmaceutical)
value adding/down-stream processing ventures, e.g. tea blends, gourmet products, phytopharmaceuticals, extractives
joint ventures with overseas investment for specific overseas markets.

Contact:
Mrs Kim Fletcher
Focus on Herbs Consultancy
Launceston Tasmania 7250
Phone/Facsimile: (003) 301 493
International fax: 61 03 301 493
E-mail: kim@vision.net.au

Any claims made by authors in the Australian New Crops Newsletter are presented by the Editors in good faith. Readers would be wise to critically examine the circumstances associated with any claims to determine the applicability of such claims to their specific set of circumstances. This material can be reproduced, with the provision that the source and the author (or editors, if applicable) are acknowledged and the use is for information or educational purposes. Contact with the original author is probably wise since the material may require updating or amendment if used in other publications. Material sourced from the Australian New Crops Newsletter cannot be used out of context or for commercial purposes not related to its original purpose in the newsletter

Contact: Dr Rob Fletcher, School of Land and Food, The University of Queensland Gatton College, 4345; Telephone: 07 5460 1311 or 07 5460 1301; Facsimile: 07 5460 1112; International facsimile: 61 7 5460 1112; Email: r.fletcher@mailbox.uq.edu.au

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originally created by: GK; latest update 6 June 1999 by: RF