Qld fruit and veg peak body gets a makeover, revitalises QFVG title

That's the easiest way to think about the reformatting of Queensland's peak industry body representing fruit, vegetable and nut growers, according to the organisation's boss.

Yesterday, Growcom announced a restructure which includes a new advocacy arm, Horticulture Queensland, with the overarching business Queensland Fruit and Vegetable Growers (QFVG) brought into more prominence.

It's a throwback to 1991 when the original statutory authority, Committee of Direction of Fruit Marketing (also known as COD or COD Industry Services), initially changed to QFVG.

In 1999 it went from a statutory body to a company limited by guarantee, before the trading name Growcom was adopted in 2004.

Horticulture Queensland is the fourth name associated with the peak body since its inception in 1923.

The QFVG makeover includes a new logo which incorporates the well-known three-leaf Growcom emblem, plus a new website, encouraging visitors to sign up.

When asked about the reasoning behind the latest addition, chief executive officer Rachel Chambers said feedback from members made it clear as to their expectations for the next 100 years.

"Our members have spoken, and we've listened. Our members rightfully expect loud, strong, and brave advocacy which fundamentally requires a different structure to the delivery of projects and programs," Ms Chambers said.

"Because of this feedback we have decided to run two unique divisions of QFVG to reflect its two distinct functions.

RELATED READING

"The easiest way to think of the new structure is to think of QFVG as the head - it's the board, the employer of staff, and the legal entity.

"Horticulture Queensland is our new dedicated advocacy arm while Growcom will be retained to serve as the programs and projects delivery arm. One head, two arms."

Ms Chambers assure current Growcom members they will automatically transfer over to Horticulture Queensland whilst participants in Growcom's programs and projects will remain unchanged.

"Members have been contacted personally about the change," she said.

As part of the announcement, a new "100 per cent for 100 years" membership was also launched.

"The strength in any member-based advocacy lies in numbers. The ability to say with confidence that you understand and represent the views of the entire industry and have the numbers to back that up is when government must listen," Ms Chambers said.

"It's our mission to represent 100pc of the industry in our 100th year."

ONE of the first uses of the revamped QFVG has today's launch of the self-declared Year of Horticulture, with a mini pineapple plantation established in Queens Garden in the centre of Brisbane.

The site is significant as it was once the state's first ever pineapple plot (1838).

The pop-up pineapple plot in Queens Garden was recreated from historical documents.

On February 10, 1842 Governor Gipps declared Moreton Bay open for Free Settlement.

A map drawn in 1844 by CF Gerler shows a pineapple garden known as "Slates Pineapple Garden" where Treasury Brisbane now sits.

The pineapple is the first commodity to be highlighted as part of a year-long awareness campaign of the state's 104 various fruit, vegetable and nut crops.

Over the next 12 months, QFVG aims to celebrate all things horticulture, including educating consumers, retailers, and the next generation of growers, plus advocating strongly and loudly for the industry.

QFVG CEO Rachel Chambers said while there will be fun, there was a serious side.

"We want it be a year that all that participate in the horticulture industry can be proud of," Ms Chambers said.

"This kick-off event is dedicated to pineapples due to the immense impact to the growers as a result of last year's weather event.

"The unseasonal temperatures and huge rainfall caused the majority of plants in the South East (and some into Central Queensland) to flower at the same time meaning growers are picking their entire crop right now, instead of picking throughout the year.

"Consumers need to be aware that there is a glut of pineapples on the market, however after this we will all have to wait for them to flower again and regrow a delicious fruit. A process that can take up to a year."

"By activating places and spaces that are no longer synonymous with horticulture we can heighten awareness amongst consumers of the immense history and the important part this industry has played, and will continue to play, in our state's economy and way of life."

Treasury Brisbane chief operating officer Justine Russell said they were surprised to learn of the precinct's horticultural heritage and have gone "troppo" in honour of the pineapple.

"We have made February the month of the pineapple and are proud to support local producers," she said.

"We are sourcing the fruit for our wonderful chefs to create a menu item featuring the pineapple in all of our venues from a pineapple-inspired cocktail in the Live Wire Bar to tropical surprises for our high teas."

Sign up here to Good Fruit and Vegetables weekly newsletter for all the latest horticulture news each Thursday...