NURSERY PAPERS Greenlife Market Analysis Report
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
NURSERY
PAPERS JUNE
2021
Greenlife Market
BACKGROUND &
METHODOLOGY
The report was developed by
Analysis Report
applying the PESTLE technique
to nursery value chains to identify
the key drivers and barriers. Each
component of the value chain was
analysed to identify the key Political,
The greenlife industry is a multi-billion dollar industry, Economic, Social, Technological,
employing thousands of Australians and contributing Legislative and Environment
to healthy people, homes, urban spaces and the themes through:
natural environment. • desktop analysis (including
To support strategic decision-making for the industry, the Greenlife Market identifying current R&D projects
Analysis Report was developed by ACIL Allen as part of the Nursery underway)
Industry Statistics Project 2019-20 (NY17008). The analysis pulls together • analysis of the data initiative
insights from a range of stakeholders, including production and retail results across all years
nurseries, government bodies, industry associations and Hort Innovation.
• engaging industry/key informants
The report covers six key industry issues including: demand trends,
in developing the report using
productive workforce, plant biosecurity and water/climate. The issues of
a modified Delphi approach.
government support and technology were also covered as lower priority,
but still important, issues This Market Analysis Report has been
The issues identified were reviewed through the PESTLE framework developed alongside the current
(Political, Environmental, Social, Technological, Legislative and 2019/2020 greenlife data collection.
Economical) to enable a broad assessment of the influences on industry. This has allowed the report to be
launched alongside the latest industry
The resulting market analysis is a great starting point for nursery
profile and benchmarking tool in
businesses looking to inform strategic decision making, while providing
autumn 2021.
direction for the broader greenlife industry.
This report has been funded under
NY17008 Nursery Industry Statistics
SUMMARY and Research which is a project
• The Greenlife Market Analysis Report indicates the clear areas of focus funded by Hort Innovation, using the
and aspirations for greenlife industry and businesses. Nursery research and development
• The analysis pulls together insights from a range of stakeholders, levy and contributions from the
including production and retail nurseries, government bodies, industry Australian Government.
associations and Hort Innovation.
• The report covers six key industry issues and highlighting the following
four: demand trends, productive workforce, plant biosecurity and
water/climate.
• Collaboration between growers and the broader greenlife value chain
will be critical in addressing the issues raised in the analysis.
• Levy-payers are strongly encouraged to access the Greenlife Market
Analysis Report to help inform business decisions.
This communication has been funded by Hort Innovation
using the nursery research and development levy and
contributions from the Australian Government.
1
KEY ISSUES FOR INDUSTRY
THE ANALYSIS UNCOVERED SIX KEY ISSUES Recognising that all of these issues
FOR THE INDUSTRY: are important, stakeholders from
across the supply chain were asked
Key issues Questions to think about for nursery which issues are at the forefront
production businesses of successfully growing nurseries
production business and the greenlife
DEMAND How can I manage this volatile demand? industry as a whole.
TRENDS Where are my opportunities across the demand channels?
The four top-ranked
GOVERNMENT Am I taking advantage of these supports and programs industry issues are:
SUPPORTS AND before they change?
PROGRAMS Do I know how to do this: how to find out information
1. DEMAND TRENDS: capitalise
and support?
on and sustain the recent
demand surge
PRODUCTIVE Can I hire and keep the qualified employees I need?
WORKFORCE Where & how do I source this labour – locally & overseas? 2. PRODUCTIVE WORKFORCE:
attracting, developing and
PLANT Is my business-as-usual approach sufficient for this risk? retaining
BIOSECURITY Are the approaches my supply-chain partners take
sufficient? 3. WATER SECURITY: ensure
for business and industry
WATER AND Do I have water security?
CLIMATE Am I resilient and adaptable to climate-related risks 4. PLANT BIOSECURITY: maintain
and extreme events? and continue high standards
TECHNOLOGY Can I enable the best use of technology?
Is it worth it to invest (how quick will the return on DEMAND TRENDS
my investment be)?
Expected demand in the short‑term
Can I access government funding support?
remains high especially from
household, community and green
infrastructure consumer segments.
• Between March and September
2020 during the COVID-19
pandemic, consumers generally
spent more time gardening, likely
due to longer periods of time
spent at home under lockdown
and travel restrictions.
• Local councils operate
an important role in the
‘streetscaping’ of their suburbs
but there are inconsistencies in the
approaches taken across different
local councils in Australia.
• Urban greening and green
infrastructure interest from
2 NURSERY PAPERS June 2021
government and commercial strategy and represents the The major sources of risk to the
developers, and strongly industry’s interests across several nursery industry are:
supported through the Hort committees within Skills Impact
• The diversity of the industry
Innovation Nursery Fund, offers – a non‑for‑profit operating
with over 30,000 species/
an opportunity for growers. national to benchmark learning
cultivars in cultivation and the
and skills standards.
COVID-19 resulted in an increase natural complexity of host-pest
in demand with sales increasing • The Hort Innovation Nursery Fund relationships.
in 4 out of 5 production nurseries has invested in three major projects
• Highly connected national supply
reporting associated increases in developing a career roadmap for
chains and logistics across
sales. However, a dip is expected to the industry, promoting careers
Australia.
occur after COVID-19, the extent of and engaging leaders in the
which remains unknown. industry on this issue. • Multiple supply chains servicing
• In partnership with the National ornamental, landscape, fruit,
Supply-side constraints around skilled
labour, water security and technology Skills Commission, the JobTrainer nut, vegetable, forestry and
need to be resolved if demand is to Fund is subsidising over 300,000 regeneration greenlife clients.
be fully met. training places. Some courses that • More travel and trade: 50 per cent
relate to the greenlife industry increase in containers, 27 per cent
are eligible such as Certificate III
PRODUCTIVE WORKFORCE increase in air cargo and 93 per
in Nursery Operations. cent increase in passengers by
i
The nature of the labour is diverse
2025 (DAWE).
and complex across greenlife
businesses • Reduced capacity and capability
Check out the Greenlife Industry in plant biosecurity agencies
Attracting and retaining labour with
Australia Careers Hub for resources to in Australia.
relevant qualifications and skillsets in
support your businesses recruitment
the Industry is a common issue across • Management in production
and retention strategies
production nurseries in Australia nurseries capable of
revealing longstanding problems https://www.greenlifeindustry.com.au/ identifying risk and skill
that require long-term solutions. greenlife-careers-hub/greenlife-careers levels within a predominantly
Around 24 per cent of employees permanent workforce.
in the greenlife industry have a
WATER SECURITY • Low recognition and value placed
tertiary qualification.
on the importance of biosecurity
Water access and use is a critical
The greenlife industry offers a across participants in the
input for production nurseries
progressive career pathway through supply chain.
and enables consumers to get the
the business like many other
full benefit of greenlife products. • Continuous high standards of
agricultural businesses, however
Water security reduces the risk prevention and management
anecdotally many growers experience
for business and drives growth measures during normal and
a labour ‘drain’, where workers shift
and development. crisis periods mean the industry
to other horticulture and landscape
Drought, uncertain water thrives and provides additional
sectors before advancing to higher
restrictions and policy across Australia benefits for Australia with
level management positions in
are threats and barriers to the growth improved food security and
the business.
and development of the industry. a protected environment.
Promotion is critical to developing
and retaining a productive workforce
in greenlife businesses. Some current
strategies include:
PLANT BIOSECURITY
Plant pest incursions cause significant, NIASA and BioSecure HACCP
i
• Both Greenlife Industry Australia sudden but lasting damage to the certification can help bolster industry
(GIA) and Hort Innovation include industry. Detection, eradication and defence against current and future
career promotion and development management is a continuous and pests and disease
in their Strategic Plans. costly effort, shown by recent cases
https://nurseryproductionfms.com.au/
of brown marmorated stink bugs, fall
• GIA is currently working on
armyworm and serpentine leafminer.
a Nursery Careers Pathway
NURSERY PAPERS June 2021 3
CASE STUDY: Andreasens Green leverages
market insights for strategic planning
In order to continue to grow Australia’s greenlife industry it’s critical
that stakeholders are able to examine and reflect on the challenges and
opportunities that the industry faces on a holistic level.
That’s the opinion of Brett Sargeant, The market report articulates some
CEO of Andreasens Green, and a of the resources available to growers
contributor to the Greenlife Analysis when it comes to water management
Market Report, a resource which pulls and also highlights activities like
together insights from stakeholders GIA’s sustainability framework and
from production and retail nurseries, Hort Innovation’s R&D projects
government bodies, industry which aim to shore up the industry’s
associations and Hort Innovation to water security.
support strategic decision making,
Biosecurity is another issue which a key issue highlighted in the report,
at the individual business level and at
is seen a priority by the panel of was a focus for Andreasens.
the industry level.
contributors and for Andreasens, “As the report points out, the industry
“The market analysis report clearly as increased global trade inevitably is investing in activities that aim to
indicates the clear areas of focus leads to more foreign pest incursions. promote greenlife as a valued career
for the industry and businesses. choice,” he said.
“Incursions can and will happen,
Collaboration between growers and
and collaboration between greenlife “But it’s up to individual businesses to
the broader greenlife value chain will
businesses, industry and government give apprentices a good experience
be critical in addressing the issues
is going to be key in mitigating the and treating them as future leaders of
raised in the analysis.”
risk. Government has a key role in the industry. At Andreasens we move
Water security is one of the issues minimising the entry of pests and our apprentices around across all
identified within the report which diseases. Controlling entry at our elements of the business from sales,
Brett acknowledges has been a major border is the single most important propagation, pre-grow and despatch
focus for his business in recent times. Biosecurity measure that can be in order to reinforce the varied career
taken by government to protect our pathways available to participants in
“One of our nurseries was surrounded
industry” he said. the industry.”
in the recent bushfires but we didn’t
have enough water to pump for The market analysis report According to Brett, the market
firefighting efforts. It was only the demonstrates the decline in analysis report will be an invaluable
great work of the NSW Rural Fire government investment but the resource for industry stakeholders
Service that kept the property safe. more active role Greenlife Industry looking for a holistic picture of the
Water security is the highest risk for Australia and Hort Innovation are state of the nursery industry.
our business and we continue to work playing in encouraging adoption in
“The analysis provides a high-level
on improving water conservation, best management practices.
view of the industry and enables
recycling, storage and sustainability
And whilst self-monitoring and business owners and managers to get
measures. Our industry and our
basic quarantining methods are new perspectives on the challenges
communities need more support
common, the uptake of formal facing the industry.
from government to increase water
accreditation through the BioSecure
security. This will enable consumers “Importantly it showcases the areas
HACCP program is recommended by
to gain the full benefit of greenlife of focus for industry and government
the report.
products, reduce risk for business and can help business owners
and drive sustainable growth and Brett also indicated that shoring up prioritise activities which complement
development for all.” the productivity of the workforce, wider industry priorities."
LINKS TO RESOURCES
• Greenlife Market Analysis Report: https://www.greenlifeindustry.com.au/communications-centre/greenlife-
market-analysis-2021
• PAST EDITIONS OF NURSERY PAPERS ARE AVAILABLE ONLINE on the GIA website:
https://www.greenlifeindustry.com.au/communications-centre
4 NURSERY PAPERS June 2021You can also read
