Australian Horticulture: International Opportunities and Strategies

Running head: AUSTRALIAN HORTICULTURE
AUSTRALIAN HORTICULTURE
Name of the Student
Name of the university
Author note

1AUSTRALIAN HORTICULTURE
Executive Summary
The report is based on discussing the Australian Horticulture based on the Agribusiness
sector. There is an identification of the international opportunities for chosen horticulture
based on the agriculture such as Bridestowe Lavender Estate. There is discussion of various
international strategies which are required for the business. Horticulture is measured as a sub-
set of the Agriculture industry and the further subsets are vegetables in addition to fruits. The
crops coming on the purview of the industry have description of being warmth sensitive
furthermore greatest of these crops generally have positive needs with regard to temperature
in order to expand crop of optimum yield in addition to good quality. There is higher mode of
entry to international market for the selected agribusiness. Recommendations are provided for
the business organization so that there is an increase into the strategic directions of selected
organization.

2AUSTRALIAN HORTICULTURE
Table of Contents
Introduction................................................................................................................................3
Overview of the company......................................................................................................3
International opportunities for the Bridestowe Lavender Estate................................................4
International Strategies that can be undertaken.....................................................................5
Appropriate and Inappropriate Ways to Enter the International Market...................................6
Inappropriate ways.................................................................................................................7
Recommendations......................................................................................................................8
Conclusion..................................................................................................................................8
References................................................................................................................................10

3AUSTRALIAN HORTICULTURE
Introduction
The Australian Horticulture sector comprises of many varieties of industries that
include fruits, floriculture, vegetables and many more, grown within vast stretches of lands
owing to the available micro-climates and appropriate soil quality in these regions. As per the
research done by Underhill and Rimmer (2016), the horticulture industry has a contribution
of approximately $7 billion to the country’s economy. According to this it can be said that the
horticulture sector comes second in the agricultural sector of Australia after the successful
beef industry. Horticulture is considered as a sub-set of the Agriculture industry and the
further subsets are vegetables and fruits. The crops coming on the purview of the horticulture
industry have characteristics of being temperature sensitive and maximum of these crops
generally have certain requirements with regard to temperature in order to develop crop of
optimum yield and good quality.
Overview of the company
The firm that is to be considered in this paper to analyse the horticultural sector is
Bridestowe Lavender Estate. The farm is yields lavender and is located in Nabowla,
Tasmania in Australia. Bridestowe Lavender Estate is considered to as largest commercial
plantation of Lavandula Angustifolia in the whole world. The farm was established in the
year 1922 and owes its establishment to Charles Denny. The farm like all other horticultural
farms depends on the decisions related to the location of production and crop and cultivar
selection which in turn is gets influenced by the regional temperature, accessibility and
timing of the markets, suitability of soil and the availability of water for irrigation. The
Bridestowe Lavender Angustifolia depends on irrigation and a production dependent on rain
is less. As per the research done by Underhill and Rimmer (2016), high yield in case of the
crops based on horticulture in Australia require good quality soil and as they are dependent