What's Happening in the world - and what it means for your flowers.
We believe informed partners make better decisions. That’s why we want to share not just what’s changing, but why, so you can plan your business with clarity and have confident conversations with your own customers. Profresh is taking a transparent and considered approach to pricing, one that gives you the full picture, avoids blanket surcharges, and makes clear where costs are moving, where they are not, and how we are responding.
Â
What’s Happening Globally
The ongoing conflict in the Middle East has caused widespread disruption to international air freight routes. The instability around Gulf airspace has affected the airlines and corridors at the centre of global flower supply chains, particularly Emirates (Dubai) and Qatar Airways (Doha), which are primary carriers for flowers travelling from Africa and South America into Australia.
Â
Fewer viable flight paths means more cargo competing for fewer aircraft. When freight space tightens and demand stays constant, rates rise. On top of this, airlines have applied additional fuel surcharges across Gulf-routed cargo, costs that flow through the entire supply chain.
Â
Closer to home, fuel prices in Australia have remained elevated, flowing through to all domestic logistics; refrigerated transport, long-haul trucking, grower deliveries. Every supplier Profresh works with is navigating these same pressures.
Â
Where Price is Changing (and Where it Isn’t)
Below, we’ve outlined what is staying stable, where pricing is changing, and where we are working to soften the impact.
Ecuador – Stable
Ecuador now travels via Cathay Pacific. Pricing on Ecuadorian stems is unchanged. We will advise if this changes. This will change however if current airlines apply increased fuel surcharges.
Vietnam (Phalaenopsis) & Taiwan (Anthuriums, Oncidiums) — Stable
These origins are not routed through affected corridors. Pricing remains unchanged at this stage. This will change however if current airlines apply increased fuel surcharges.
Supplies, sundries & preserved product — No change
All current inventory was purchased at pre-increase prices. No pricing changes on supplies, sundries, or preserved product from existing stock. We will always give advance notice before any change to these lines.
Kenya — Impacted, but cushioned for now
Kenya travels routes most disrupted by the conflict. Freight costs have increased on this corridor. You will see minimal increases on Kenyan stems at this stage.
Other locally grown product — Moderate increase
Locally grown product across the board is affected by domestic fuel costs flowing through grower and transport supply chains. Some price movement, though less significant than Melbourne-sourced lines.
Melbourne sourced local product — Most impacted domestically
Melbourne is a key local supplier hub and product moves via long-haul refrigerated truck — the mode most exposed to domestic diesel price rises. Melbourne-sourced lines will see the most notable pricing movement.
Delivery Fee Increase
As of Tuesday 7 April, a temporary $10 increase will apply to all Perth metro delivery fees, bringing the total fee to $35.00 on your invoice. This gives you a more predictable cost, while helping us cover rising fuel expenses. This is a temporary measure, and once the situation stabilises, the delivery fee will return to its standard rate.
Deliveries outside of Perth metro areas will be reviewed case-by-case.Â
Â
What’s Working in Our Favour
One factor actively working in our favour right now is that the Australian dollar is providing a cushion against international freight increases. Most of our overseas freight and flower costs are denominated in USD, and the current exchange rate is helping offset a portion of those increases in AUD terms.
We are factoring this into every pricing decision. We are not passing on more than we are genuinely absorbing and where the currency provides relief, that benefit flows through to you. It’s one of the reasons Kenya increases are minimal right now, despite significant freight pressure on that route.
Â
Our Commitment: No Blanket Surcharge.
We made a deliberate decision not to apply a flat percentage surcharge across all invoices. We believe that approach is simply not fair. It penalises customers on product where our costs haven’t changed, and it replaces transparency with a number that obscures more than it explains. Instead, every pricing change we make is specific.
Â
Ordering, Lead Times and Planning Ahead
Build in more lead time.
As we adapt to new freight routes and corridors, there may be periods of variability in delivery timing. Sometimes alternative routes need to be pivoted at short notice and while we manage this on your behalf, the more lead time you give us, the easier it is for us to source and plan. Our recommendation as a best practice — and especially as we head into Mother’s Day and the peak season — is to order 2–3 weeks in advance where possible. It gives us the planning visibility to increase the chances of supply.
Â
What You Can Do: Practical Guidance
Plan your peak periods earlier than usual.
For Mother’s Day, and other high-demand periods, lock in conversations with us about your volumes earlier than you normally would. In a constrained freight environment, supply certainty goes to those who plan ahead. Don’t leave it to the last week.
Â
Talk to us about your specific account.
Every business is different. If you’d like to understand exactly how these changes affect your product mix and order patterns, reach out. We can walk through your account with you and make sure you’re getting the best possible outcome given the current environment.
Â
We’re Here for You
Please know we remain committed to supporting you through these changes with transparency, care and considered advice. This remains an evolving situation, and we will continue to respond to market changes as they happen. Should further updates be required, we will keep you informed.
If you have any questions or concerns, or would simply like to talk through what this means for your business, we kindly invite you to get in touch with our team at info@profresh.com.au.