New Grower’s Webinar - Episode 7
Know Your Market, with Ryan Musson, Craig Scott, Bess Scott & Hannah Urquhart
Wednesday 28 May, 5:30-6:30pm AEST
Presenters:
• Ryan Musson – Wafex Australia
• Craig Scott – East Coast Wildflowers
• Bess Scott – Bess Paddington
• Hannah Urquhart – representing Bush Roses
This final episode of WildFlowers Australia’s New Grower’s Webinar series hosts an incredible panel of speakers examining the question of where to sell what your grow. The discussion will consider the various options, from international markets to your local farmer’s market, and the corresponding logistical, marketing and financial implications. With years of experience across all types of markets, our expert presenters can offer insights into each market and plenty of tips on the difficulties and benefits resulting from targeting one versus the other.
As in the first webinar, this episode will be broadcast from the floristry shop of Bess Paddington, providing further insights into the end buyer’s perspective. We look forward to seeing everyone online for what will be an incredible exchange of knowledge!
WildFlowers Australia members – Free
(Must be a fully paid member of WildFlowers Australia)
Non-members - $44 registration fee (incl GST, non-refundable)
Members MUST register to receive the relevant link for the webinar!
Please note, registration will close at 12noon on Wednesday 28 May.
More on our speakers…..
Ryan Musson
Ryan Musson is the Sales & Procurement Director at Wafex Australia, one of Australia’s leading flower companies. Ryan is responsible for overseeing sales across both local and export markets. Wafex has wholesale and production warehouses in Perth, Melbourne and Brisbane as well as operating three Wildflower farms in Western Australia growing flowers for both the local and international Markets. Wafex has been exporting Australian wildflowers since the early 1990’s and has a deep connection to the local wildflower industry.
Craig Scott
Craig Scott is a fourth-generation farmer and wholesaler of wildflowers operating under the well-known name of East Coast Wildflowers. Craig began his career with flowers working with his father who introduced cut natives to the flower markets in the late 70’s/early 80’s. When Craig and his family moved to the family’s 20-acre NSW Central Coast farm, Craig expanded the Australian wildflower offering. Today, Craig grows more than 200 species of plants with 98% of them being Australian natives. Craig also runs a stand at the Sydney Markets where he wholesales product from his farm and from providers across Australia.
Bethany Scott
Bethany has worked in floristry for 15 years in Sydney and London. Her love of wildflowers began as a child, growing up on her family’s flower farm on the NSW Central Coast. She established her flower shop, Bess Paddington in 2018 with the aim of showing off the amazing beauty of Australia’s flora. The shop differentiates itself by focusing on the wild and unique beauty of Australian wildflowers whilst retaining the feel of a local, neighbourhood shop. Bess is a 5th generation florist, standing on the shoulders of her father, Craig, who is a pioneer in the native flower industry.
Hannah Urquhart
Hannah is a recent Bachelor of Agricultural Science graduate from Charles Sturt University with a passion for wildflowers and experience beyond her years. As part of her degree program, Hannah had a placement at East Coast Wildflowers. She now works at Bush Roses in Bookham, NSW, where she is involved in all aspects of the business, including sales to the local and regional buyers. Hannah recently co-authored a paper on commercial use of Australian native Proteaceae for the 2025 International Protea Association Conference. She is also a key volunteer with WildFlowers Australia, assisting with webinars and other various industry events.