HORTICULTURE producers are the key ingredient missing from a new, grower-owned research and development corporation.
Take-up among growers has been slow and some remain sceptical of the new body's potential.
Horticulture Innovation Australia (HIA) replaced the previous peak body Horticulture Australia Limited in November, following a scathing independent review into its performance.
The review criticised Horticulture Australia and said it lacked transparency in the way it allocated growers' levies to research and advocacy.
HIA is now six months into a one year transformation phase, which will see it operate with a two-pool funding model - one to invest industry levies in commodity-specific research, development and marketing projects.
The other will invest funds into larger strategic projects.
Chief executive John Lloyd said while the wider transformation process was "on track", member registration had been slow - only 450 members nationwide had signed up to date.
"They don't sign up easily," he said.
HIA has tried to drive member registrations through its national roadshow.
It's also sent 14,000 letters to commercial growers to introduce the company.
Mr Lloyd said membership was free and open to active business entities participating in horticulture industries including producers, processors and retailers.
In the coming months it will make more than 1100 phone calls to growers to spruik its cause.
Voice of Horticulture (VOH), a newly formed grower lobby group that formed in December, is working closely with HIA to encourage growers to sign up to HIA.
VOH chairwoman Tania Chapman said growers needed to recognise their role in the new organisation.
"Generally speaking, growers are apathetic, and they're in the old mindframe of 'I don't need to worry about that, there's an industry body that looks after that for me'," Ms Chapman said.
Nevertheless, she said HIA likely faced a long and slow road ahead.
"I think it will take HIA a couple of years to get a good number of members," she said.
"They need to get through their 12-month transitional period and focus on getting the processes right and get some runs on the board."
Northern Rivers Macadamia grower Andrew Starkey hasn't yet registered to be a member, despite following the change-over closely.
"In (HIA's) early stages it was unclear what the value was going to be, and I still feel that way," Mr Starkey said.
The former Australian Macadamia Society chairman was content with HAL and said he was unsure how HIA would connect with growers to determine individual research and development priorities.
"You can't help but feel you will just be a voice in the wilderness," he said.
"To find growers and work with them will be a difficult task."
Former NSW Farmers chief executive Peter Comensoli, a stonefruit grower from Mangrove Mountain, also questioned how much growers could participate in their own organisation under the new system.
"Grower ownership might be the objective but you can't sell your shares, change the board or receive a recognisable dividend; let's not be hoodwinked," Mr Comensoli said.
"HAL or HIA, the outcome is similar so let's get on with research and marketing and stop wasting money on appearances."
Apple grower Cederic Lethbridge, Bilpin Springs Orchard, Bilpin, has registered with HIA and is positive about its direction.
"There is huge potential for HIA to do a great job - I've had a phone call from them already and I feel confident growers will be heard," Mr Lethbridge said.
A spokesman for HIA said the body planned to engage with growers through industry specific consultation programs, including engaging with industry research bodies through group and individual grower meetings.
Visit: www.horticulture.com.au or contact (02) 8295 2300.