Sustainable globalization within international markets for the Proteaceae ornamental industry

For the past 36 years and with 16 international meetings held, the International Protea Association (IPA) has been instrumental in supporting 'member countries' to develop sustainable Proteaceae potted plant and cut flower industries in their respective areas. The 2017 meeting in Stellenbosch, the 4^th one in South Africa, was held within the heart of the Cape Floral Kingdom where many of the Proteaceae commercial products originated. Information from presentations of the various Proteaceae growing countries (Australia, Azores, California, Canary Island, Chile, Hawaii, Israel, New Zealand, Portugal and South Africa) regarding the area of production, type of product, research and development, as well as internal and export markets and values were compiled in order to present an overview of the status of the Proteaceae production globally. In this paper the history of the IPA, the progression or possible decline of Proteaceae production in each area and the opportunities and threats in the farming and marketing of these products within a sustainable globalization context were analysed. Indications of international industry needs and potential solutions are further discussed.