Australian flower growers are seeking country-of-origin labelling for cut flowers as Valentine’s Day approaches, the second-busiest day of the year for the industry. Consumers are expected to spend $220 million on flowers this Valentine’s Day, with the traditional red rose remaining a popular choice, though increasingly supplemented by other blooms.
Approximately 13 million red roses were imported into Australia last year, even as many are grown domestically. Flower Industries Australia, the industry’s peak body, is advocating for labelling requirements similar to those already in place for many food products. Currently, consumers have no way of knowing the origin of the cut flowers they purchase.
“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,” said Anna Jabour, secretary of Flower Industries Australia. “If you go to your local florist, you need to ask them, ‘Where is the flower from?’” The organization has been lobbying the federal government for change, but has so far been unsuccessful.
The push for transparency comes as the industry experiences a shift in consumer preferences. While the red rose remains iconic, florists are reporting increased demand for brighter, seasonal, and locally-grown alternatives. Sydney Flower Market CEO Anthony Boyd estimates that approximately $45 million worth of trade will occur at the market for Valentine’s Day, representing three to four times the volume of a typical week.
Indoor flower specialist Arietta Thompson believes country-of-origin labelling would allow consumers to actively support Australian growers. “If we don’t support it, we’ll lose it,” she stated.
The historical association between roses and Valentine’s Day is deeply rooted, evolving from mythological origins to Victorian-era customs. The practice of assigning meaning to flowers gained popularity in 18th-century England, influenced by Turkish traditions of using flowers for covert communication, as described in letters by Lady Mary Wortley Montagu in 1716. While Montagu’s understanding of the Turkish “sélam” flower language was inaccurate, the concept of flowers carrying symbolic weight took hold.
Today, red roses are universally recognized as a symbol of romance, but the tradition extends beyond simply gifting a single color. Different rose colors convey different meanings, making them suitable for expressing a range of sentiments to friends and family. The enduring popularity of roses on Valentine’s Day is also a result of effective marketing and commercialization.
However, the dominance of the red rose is showing signs of softening. Grower Nicola Pavadano notes a growing preference for colourful seasonal options like dahlias, flowering gums, and kangaroo paws. “At the moment dahlias have been doing really well,” she said. “Anything red, so your flowering gums, natives like smokebush [and] kangaroo paw.”
Michael Bagala, whose family has been growing roses for over 40 years, acknowledges the shift. While the red rose remains a staple, customers are increasingly seeking mixed bouquets. “Everyone’s going for a quality bouquet but mixing a rose in it,” he explained. He also noted that customers are inquiring about the origin of his roses, which include imports from Kenya and Ecuador, to meet demand.
Laielle Alameddenie, a buyer for a build-your-own bouquet business, believes the hydrangea is currently more fashionable than the red rose. “They’re beautiful, they come in different colours and they just really stand out,” she said.
Anna Jabour suggests that while the red rose is unlikely to disappear entirely, it is no longer the automatic first choice for many consumers. She observed that some florists have overstocked on red roses in recent years, finding that they are not as readily purchased as in the past. The trend towards diverse floral arrangements and locally-sourced blooms suggests a changing landscape for the Australian cut flower industry, one where transparency and consumer choice are becoming increasingly important.
