Greenlife Market Analysis Report identifies top issues facing industry

By Gabrielle Stannus
 

The Greenlife Market Analysis Report identified four top-ranked issues facing the greenlife industry in Australia: demand trends, productive workforce, water security and plant biosecurity. Greenlife Industry Australia is working to address each of these issues through the Greenlife Industry Australia Strategic Plan 2020-2023.

The Greenlife Market Analysis Report was developed by ACIL Allen as part of the levy-funded Nursery Industry Statistics Project 2019-20 (NY17008). This analysis pulled together insights from a range of stakeholders, including production and retail nurseries, government bodies, industry associations including Greenlife Industry Australia (GIA), and Hort Innovation.
 

The report covered six key industry issues which were identified and reviewed through the PESTLE framework (Political, Environmental, Social, Technological, Legislative and Economical). The following issues were identified as the four top-ranked issues facing the greenlife industry in Australia:

1. Demand trends: Capitalising on and sustaining the recent demand surge
2. Productive workforce: Attracting, developing and retaining
3. Water security: Ensuring for business and industry
4. Plant biosecurity: Maintaining and continuing high standards
    

Demand trends

The Greenlife Market Analysis Report says that demand for greenlife is expected to remain high in the short-term, especially from household, community and green infrastructure consumer segments. It says that effective marketing campaigns can help sustain interest in greenlife.

Despite recent strong sales, the report authors claim that a dip in demand is expected after what they call the ‘COVID high’. They say that supply-side constraints around skilled labour, water security and technology need to be resolved if demand is to be fully met.

GIA continues to promote the benefits of the greenlife industry through advocacy and promotion work to government and with other industry bodies. In particular, GIA President Glenn Fenton and CEO met with the Federal Agriculture Minister the Hon. David Littleproud recently and highlight the size, diversity and importance of the nursery industry in supplying the planting stock for all horticultural supply chains. GIA also works closely with the State NGI Association Members and Garden Centres Australia in promoting greenlife to retail customers with a focus on the health and well-being benefits.
 

Productive workforce

The Greenlife Market Analysis Report acknowledges the vital role that skilled labour plays in driving business longevity and development. Training and education pathways can be more closely aligned with business needs. It says that the industry offers diverse and dynamic careers for life, and this can be strongly promoted.

However, only around a quarter of employees in production nurseries have a tertiary qualification. The report authors claim that without a clear career progression agenda and a long-term industry-focused training and education pathway, this issue will remain a threat to the development of businesses and industry.

Career promotion and development is a key imperative within GIA’s Strategic Plan. GIA is working to develop industry skills and career opportunities through investment in career development for the industry by working with other organisations like Skills Impact, the educational sector and offering development programs. GIA represents the greenlife industry’s interests across committees within Skills Impact. GIA is currently working on a Nursery Careers Pathway strategy. The Greenlife Careers Hub was launched in July 2021 and provides resources to support business’ recruitment and retention strategies.

Water security

The Greenlife Market Analysis Report says that water access and use is not only a critical input for production and retail nurseries, but also in enabling consumers to get the full benefit of their greenlife products. Water security reduces the risk for business and drives growth and development.

Yet drought, and uncertain water restrictions and policy across Australia remain a threat and barrier to the growth and development of the industry.

GIA is addressing this issue through the development of an industry sustainability framework, through which GIA can further influence policy and programs to benefit the greenlife industry. GIA continues to support production nurseries and media manufacturers to implement good sustainable practice and improve their water management through the Nursery Industry Accreditation Scheme Australia (NIASA) and the EcoHort^TM program.

Plant biosecurity

The Greenlife Market Analysis Report acknowledges that continuous high standards of prevention and management measures during normal and crisis periods mean the industry continues to thrive. This hard work provides additional benefits for Australia with improved food security and a protected environment.

Pest and disease incursions can cause significant, sudden but lasting damage to the industry. Detection, eradication and management is a continuous and costly effort, shown by recent cases of serpentine leafminer, brown marmorated stink bugs, fall armyworm and citrus canker.

GIA acknowledges that plant biosecurity in the greenlife is not a new concern, nor will it ever stop being one. GIA is coordinating the levy-funded National Biosecurity and Sustainable Plant Production Program (Project NY20001), led by John McDonald, GIA’s National Biosecurity Manager. Over the next five years, this program will seek to shore up Australia’s defence against endemic and exotic plant pests and assist in maintaining business sustainability and continuity in the face of emerging risks. GIA continues to work with NIASA accredited businesses to assess their current and future pest, disease and weed risks through the BioSecure HACCP certification program. BioSecure HACCP is the first ever nationally recognised and government approved third-party plant biosecurity scheme in Australia.