Case Study

Lana Mitchell, owner of Backcreek Country Enterprises, contacted us for assistance with media releases when her business was in its early stages. The press releases we developed based on her original (sample No. 1 below) are included here so that you can see how to make your story a part of a much larger story. The principles used here can be applied to any business, book, service or product.

These press releases did the trick, generating much publicity for Lana’s business. She has done amazing work since then and has just won the 2010 RIRDC Rural Woman of the Year award for NSW.

BEFORE

Press Release No. 1 – ORIGINAL VERSION

Roses are red, but Flannels are new…

FIFTY years ago, it was a common sight when driving through the NSW countryside in spring, to see large numbers of Flannel flower (Actinotus helianthi) by the roadside. Their velvety white, daisy-like petals with green tips are distinctive and loved by many. In fact, earlier last century the Flannel flower was a common subject for paintings, drawings, tablecloths, and even tea towels. Encroaching urbanism and illegal wild-harvesting of the wildflower in the last 20 plus years changed this dramatically.

Questioning many under 30’s one finds they have never heard of, let alone seen, a Flannel flower. It is rarely available in the common florist shop, and more than 85% of

Flannel flowers that are grown commercially are exported overseas to markets where the flower’s distinctive look and long vase-life have made it immensely popular.

A young woman in the Canberra region has taken action to change this. A few years ago, searching for an enterprise that would satisfy her love for growing things green, as well as her desire to cultivate and promote Australian wildflowers, Lana Mitchell, of Backcreek Country Enterprises, decided to put her basic training in botany to the test. She set herself a goal to be the first commercial cut-flower grower in Australia to grow the Flannel flower using the technology of hydroponics, and in recent times she has done just that.

“It has been an interesting journey to blaze the path for Australian native wildflowers with hydroponics. It is common place for vegetables like tomatoes and lettuce to be grown hydroponically, and many of the exotic cut-flowers you see in a florist, such as roses, carnations and gerberas, are grown this way today – but our own local flora has been still in the Dark Ages.  The potential and strengths of our native wildflowers are slowly being realised, and I am really proud to have a part in setting up a sustainable practice that makes our flora available in quantity and with quality to the Australian public.”

A recent study by Centre for Native Floriculture at the University of Queensland details that the Australian cut-flower industry is valued at $AU170 million, with the majority of flowers produced being exotic species such as roses, lilies and gerberas.  Australian natives are estimated to share only 10% of the domestic market, while over AU$29 million worth of exotic flowers are imported each year.

“People should really think twice when they are buying cut-flowers,” Ms Mitchell said. “Our local wildflowers, such as the Flannel flower, are beautiful, unique and versatile, and they have not traveled half-way around the world to land in our bouquets. Locally-grown native flowers are suited to our environment and climate, drought resistant and also carbon-negative when compared to exotics. They are “Australian made” in the full sense of the term and they deserve our support.”

AFTER

Press Release No. 2 – REVISED VERSION

Roses are red, but Flannels are new…

A recent study by Centre for Native Floriculture at the University of Queensland details that the Australian cut-flower industry is valued at $AU170 million, with the majority of flowers produced being exotic species such as roses, lilies and gerberas. Australian natives are estimated to share only 10% of the domestic market, while over AU$29 million worth of exotic flowers are imported each year.

A young woman in the Canberra region has taken action to change this.

A few years ago, searching for an enterprise that would satisfy her love for growing things green, as well as her desire to cultivate and promote Australian wildflowers, Lana Mitchell, of Backcreek Country Enterprises, decided to put her basic training in botany to the test. She set herself a goal to be the first commercial cut-flower grower in Australia to grow the Flannel flower using the technology of hydroponics, and in recent times she has done just that.

Fifty years ago, it was a common sight in Spring to see large numbers of Flannel flower (Actinotus helianthi) by the roadside in country NSW. Their velvety white, daisy-like petals with green tips are distinctive and loved by many. In fact, earlier last century the Flannel flower was a common subject for paintings, drawings, tablecloths, and even tea towels. Encroaching urbanism and illegal wild-harvesting of the wildflower in the last 20 plus years changed this dramatically.

Many under 30’s say they have never heard of, let alone seen, a Flannel flower. It is rarely available in the common florist shop, and more than 85% of Flannel flowers that are grown commercially are exported overseas to markets where the flower’s distinctive look and long vase-life have made it immensely popular.

“It has been an interesting journey to blaze the path for Australian native wildflowers with hydroponics. It is common place for vegetables like tomatoes and lettuce to be grown hydroponically, and many of the exotic cut-flowers you see in a florist, such as roses, carnations and gerberas, are grown this way today – but our own local flora has been still in the Dark Ages.  The potential and strengths of our native wildflowers are slowly being realised, and I am really proud to have a part in setting up a sustainable practice that makes our flora available in quantity and with quality to the Australian public.”

“People should really think twice when they are buying cut-flowers,” Ms Mitchell said. “Our local wildflowers, such as the Flannel flower, are beautiful, unique and versatile – and they have not traveled half-way around the world to land in our bouquets. Locally grown native flowers are suited to our environment and climate, drought resistant and also carbon-negative when compared to exotics. They are “Australian made” in the full sense of the term and they deserve our support.”

OPTION 2

Press Release No. 3 – REVISED VERSION

Counting up carbon miles traveled by cut-flowers

In the UK, mounting consumer concern surrounding the sourcing of cut-flowers and “carbon miles” traveled by imported cut-flowers is forcing florists and flower companies to draw up eco-friendly guidelines.

Here in Australia over AU$29 million worth of exotic flowers (such as roses, gerberas, lilies and carnations) are imported annually.  In addition to the long distance these flowers have been transported, in some cases these flowers have also been grown in heated greenhouses with artificial lighting, and with CO2 to force rapid flowering.

A recent study by Centre for Native Floriculture at the University of Queensland details that consumer buying habits are part of the problem. Australian wildflowers, of which there is are huge variety, are only 10% of the existing $AU170 million domestic cut-flower market. Further, Australian native flowers are not well known by florists and the public, with both often having misconceptions on their availability, range, prices and characteristics.

Ms Lana Mitchell, of Backcreek Country Enterprises, NSW, grows the Australian Flannel flower commercially and has observed the situation when offering her product to florists. “If I call up a florist and offer locally grown, high quality Flannel flower, routinely I am told they are not interested. If I show up on their doorstep however, with a bucket of fresh flowers, the response is totally different. I routinely find the florist has never actually seen a Flannel flower before and they are amazed at the size, quality and beauty of it. Combine that with its long vase-life and I invariably make a sale.”

“The misconceptions and ignorance of our native wildflowers,” Ms Mitchell said, “makes it hard for local growers, who are working to make our local flora available to the Australian public. There is such a variety of unique, versatile and attractive flowers that can be used in arrangements today, it is a pity that we fly in exotics from overseas. We need to build consumer awareness and really encourage this niche industry.”

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