THE MAKING OF A NEW RELEASE

 When AFEC first approached book publishers, the reaction was disappointing.  Finding a publisher that could accommodate AFEC’s direction would lead the association to the largest floral media in the world, being Florists Review, USA

 Whilst the call for a resource tool that expanded into creative imagery was not unusual, the association’s commitment to bring Australian Flowers into the modern world required a distinct expertise in floral branding. Florists Review's two monthly magazines secure more than market edge. The group not only introduces trends, but creates them.

Florists Review’s CEO, Frances Dudley, knows Australian Flowers after being AFEC’s guest in 2003 . The trip left Frances with a great respect for this unique collection of flowers and foliages, and an interest in Australian history and art that continues. The heritage of this lonely land, isolated from the rest of the world and left to “grow in splendour” intrigued Frances, who applauded AFEC’s Floral Gems marketing story in 2006.

The book “Flowers from Australia” developed as a natural progression from “Floral Gems”.  It is a first for the industry, and one that paves the way for a future that is far removed from those first days of 1989, when  Australian growers believed industry future laid with dried flowers.  The industry recognizes its future  in global markets  lies not in what dries on the tree, but on the promise of what can be.