Victoria and Queensland are the major producers but significant production occurs in Western Australia, South Australia, New South Wales, Tasmania and the Northern Territory. The industry is thought to have about 40 to 50 significant commercial participants but there is an unknown number of cottage industry and backyard growers too. They are frequently located on urban fringes close to central market precincts. Enterprise turnovers range from a few hundred dollars a year for backyarders to more than a million dollars a year for major players. Herb production is labour intensive.
Some producers add value by improved presentation and with packing that extends shelf life.
However, the benefit that accrues may be improved market positioning rather than improved price. A few growers dry their products or make them into pastes and it is this section of the market that is expanding and involving commercial players. While there are significant imports of dried herbs, no fresh herbs are imported. The recent growth of the industry has been driven by demand, with both the sophistication of Australian tastes in food and the interest created by television shows fostering and directing this demand. However, this situation may not continue and the industry therefore needs to look to its future by identifying opportunities for differentiating and adding value to its product.