Perfume and Consumer Acceptability of Cut Ptilotus Flowers RIRDC Publication No

Perfume and Consumer Acceptability of Cut Ptilotus Flowers RIRDC Publication No. 09/141

RIRDCInnovation for rural Australia

Perfume and Consumer Acceptability of Cut Ptilotus Flowers

by Daryl Joyce, Amanda J Able, Margaret Cover and Bruce D’Arcy

September 2009

RIRDC Publication No 09/141 RIRDC Project No PRJ-002435

ISBN 1 74151 940 3 ISSN 1440-6845

Perfume and Consumer Acceptability of Cut Ptilotus Flowers Publication No. 09/141 Project No. PRJ-002435

The information contained in this publication is intended for general use to assist public knowledge and discussion and to help improve the development of sustainable regions. You must not rely on any information contained in this publication without taking specialist advice relevant to your particular circumstances.

While reasonable care has been taken in preparing this publication to ensure that information is true and correct, the Commonwealth of Australia gives no assurance as to the accuracy of any information in this publication.

The Commonwealth of Australia, the Rural Industries Research and Development Corporation (RIRDC), the authors or contributors expressly disclaim, to the maximum extent permitted by law, all responsibility and liability to any person, arising directly or indirectly from any act or omission, or for any consequences of any such act or omission, made in reliance on the contents of this publication, whether or not caused by any negligence on the part of the Commonwealth of Australia, RIRDC, the authors or contributors.

The Commonwealth of Australia does not necessarily endorse the views in this publication.

This publication is copyright. Apart from any use as permitted under the Copyright Act 1968, all other rights are reserved. However, wide dissemination is encouraged. Requests and inquiries concerning reproduction and rights should be addressed to the RIRDC Publications Manager on phone 02 6271 4165.

Researcher Contact Details

Daryl Joyce School of Land, Crop and Food Sciences, The University of Queensland, Gatton, Qld. 4343, Australia

Phone: 61 (0)7 54601725 Fax: 61 (0)7 54601112 Email: [email protected]

In submitting this report, the researcher has agreed to RIRDC publishing this material in its edited form.

RIRDC Contact Details

Rural Industries Research and Development Corporation Level 2, 15 National Circuit BARTON ACT 2600

PO Box 4776 KINGSTON ACT 2604

Phone: 02 6271 4100 Fax: 02 6271 4199 Email: [email protected]. Web: http://www.rirdc.gov.au

Electronically published by RIRDC in September 2009 Print-on-demand by Union Offset Printing, Canberra at www.rirdc.gov.au or phone 1300 634 313

Foreword

Australia’s wildflower industry has a value of $40m. Growth of the wildflower industry in Australia is linked to introduction of novel products and the Australian flora provides a rich source of unique material. Recently introduced Ptilotus nobilis cultivars (e.g. cv. Passion) represent opportunity for increased cut flower sales on domestic and international markets.

P. nobilis inflorescences are scented and this character was considered a potentially promotable attribute. Accordingly, the volatile components responsible for P. nobilis scent and its acceptability to consumers were investigated. Producers, wholesalers and retailers in the wildflower industry benefit from such research and development.

The research established that Australian consumers consider P. nobilis scent a desirable attribute. This attribute and positive descriptors offered by consumers can therefore be used in promoting P. nobilis sales.

The findings indicated that promotional material highlighting scent as a desirable attribute should be offered with a view to increasing consumer demand for cut P. nobilis flowers.

This project was funded from RIRDC Wildflower and Native Plants R&D Program which is provided by the Australian Government.

This report, an addition to RIRDC’s diverse range of over 1900 research publications, forms part of our Wildflower and Native Plants R&D program, which aims to improve the profitability, productivity and sustainability of the Australian wildflower and native plant industry.

Most of RIRDC’s publications are available for viewing, downloading or purchasing online at www.rirdc.gov.au. Purchases can also be made by phoning 1300 634 313.

Peter O’Brien Managing Director Rural Industries Research and Development Corporation

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Acknowledgments

The authors gratefully recognise scientific expertise of Heather Smyth (Queensland Department of Industry & Fisheries) and technical support of Minh-Hien Nguyen (Centre for Native Floriculture, University of Queensland) in conducting gas chromatographic mass spectrometry analyses of Ptilotus nobilis scent and assisting with consumer surveys on Ptilotus nobilis scent, respectively. We also gratefully acknowledge support from RIRDC and Aussie Colours Ltd.

Contents

Foreword ...... iii

Acknowledgments...... iv

Executive Summary...... vii

1. Introduction ...... 1

2. Objectives ...... 2

3. Methodology...... 3

Compositional analysis of scent...... 3 Consumer acceptability of scent ...... 3

4. Results...... 4

Compositional analysis of scent of cut Ptilotus flowers and understanding of factors that affect scent ...... 4 Consumer descriptions and acceptability of scent and other characteristics of cut Ptilotus flowers...... 7

5. Implications...... 9

6. Recommendations...... 10

7. References ...... 11

8. Appendices ...... 12 Appendix 1. Ptilotus Passion inflorescences as presented to consumers...... 12 Appendix 2. Ptilotus Passion Survey Questionnaire (abridged version)...... 13 Appendix 3. Behaviour of cut P. nobilis Purity and Passion inflorescences during vase life at 22oC...... 15 Appendix 4. List of apparently negatively-inclined comments (focused particularly on scent) by people (individual consumers) surveyed at four shopping centres about cut P. nobilis ‘Passion’ flowers...... 16 Appendix 5. List of apparently neutral and/or positively inclined comments (focused particularly on scent) by people (individual consumers) surveyed at four shopping centres about cut P. nobilis ‘Passion’ flowers...... 17

Tables

Table 1. Main headspace volatiles emitted from P. nobilis flowers...... 5

Table 2. Main headspace volatiles emitted from individual floret parts from opened mature florets of P. nobilis Passion...... 7

Figures

Figure 1. Total volatiles emissions from different maturity florets of P. nobilis Passion (A) and Purity (B)...... 6

Figure 2. Total volatiles emission from fully opened mature florets of individual cut P. nobilis Passion and Purity inflorescences at 22°C...... 6

Figure 3. Total volatiles emission from individual floret parts from opened mature florets of P. nobilis Passion and Purity...... 6

Executive Summary

What the report is about

The report describes biochemical, tissue type and temporal (time) nature of scent (volatiles) emissions from native Australian Ptilotus nobilis Passion and Purity flowers. It also reports on the desirability of Ptilotus nobilis Passion scent to consumers who may perceive fragrance as a desirable cut flower attribute.

Who is the report targeted at?

Plant breeders; cut flower growers and plant nursery operators; cut flower marketers, exporters, importers, wholesalers, and retailers; and, horticulture science funding agency personnel.

Background

Ptilotus is a native Australian plant genus that contains species with demonstrated potential for development as cut flowers as well as potted colour and bedding plants. Based on a selection and breeding activity, the Centre for Native Floriculture has released several P. nobilis cultivars as garden plants. These and other Ptilotus genotypes are considered to have significant cut flower potential. General interest in cut Ptilotus flowers has been expressed in international markets as well as in Australia. Cut Ptilotus flowers have an acceptable vase life and dehydrate to become everlastings. Another potentially important character of Ptilotus is that the flowers are scented. However, it was not known if this attribute pleases consumers. With a view to guiding selection and breeding of cut Ptilotus flower cultivars, it was important to determine:

• whether scent is a desirable attribute for consumers

• the biochemical nature of Ptilotus scent as a basis for selection of elite lines through ongoing plant improvement

• and the genetic, developmental and environmental effectors of fragrance emission.

Aims/objectives

The aims of this project were two-fold being: (i) to conduct compositional analysis of scent of cut Ptilotus inflorescences and develop basic understanding of factors (variables) that affect scent; and, (ii) to assess consumer acceptability and obtain descriptions of scent and other characteristics (colour, form) of cut Ptilotus inflorescences.

Methods used

Trial design and analysis was undertaken in consultation with a UQ biometrician. Ptilotus cultivars were produced from stock plants at UQ Gatton Plant Nursery Unit. The budget was principally allocated for staff and Gas Chromatographic Mass Spectrometer (GCMS) analyses of volatiles. The industry partner Aussie Colours Ltd., participated in project planning and execution. The project ran for < 12 months and was comprised of two distinct but related parts: • chemical characterisation of volatiles emissions from inflorescences from the Ptilotus genotypes Passion and Purity, individual florets of different maturities, individual floret parts, and inflorescences during vase life • survey of consumers for their descriptions and degree of liking of P. nobilis Passion scent and other inflorescence characteristics (colour, form).

vii

Results/key findings

More than 25 headspace volatiles were detected for both P. nobilis Passion and Purity. There were differences in volatiles between cultivars. Total volatiles emissions were markedly more from open mature florets for both Passion and Purity than for all other stages of development and tissue types compared. Total volatiles emissions from opened mature florets were greatest at harvest. After harvest volatiles from Purity inflorescences and, to a lesser extent, Passion inflorescences declined to day 4 and then rose on day 7 to levels similar to those observed at harvest before declining once again. For individual volatiles from different parts of individual florets, benzaldehyde and benzoic acid 3,5 dimethoxymethylester were produced mostly by petal tissues in Passion and Purity. Petal tissue was also mostly responsible for acetic acid phenylmethylester production in Passion. Benzene methoxymethyl and benzyl alcohol were mostly produced by carpel tissues as was 3,5 dimethoxytoluene. Although benzoic methylester production was greater in petal tissue of Purity, it was greatest from carpel tissues of Passion. Ethyl acetate emission arose from reproductive tissues.

The majority of the ~ 100 people surveyed at each of the four shopping centre locations in SE Queensland favoured the three attributes form, colour and fragrance of P. noblilis Passion. Respondents across the four sites offered an averaged score of 5.0 (~ like) for fragrance. Averaged scores for form and colour were higher at 5.8 and 5.9, respectively (~ like very much). Median and mode rating for fragrance were 5 (like). Minimum ratings of 1 to 2 (dislike extremely and dislike very much) for fragrance across the sites indicate that some individuals found the scent disagreeable. However, maximum values of 7 (like extremely) counter the extraordinarily low ratings. Comments associated with rating scores of 7 for fragrance included “Soothing and relaxing smell that’s not over powering”. Those associated with ratings of 1 for fragrance included “wee”. Scores of 5 were associated with comments such as: “smells like sunflowers”. A number of respondents observed that they “can’t smell” it.

Implications for relevant stakeholders:

Scent in Ptilotus is a sensory character that contributes to the overall desirability of this cut flower. The volatiles data acquired are an output from exploratory research. They indicate a need for further investment in Ptilotus volatiles research. Future fragrance work might explore quantification of individual key aroma volatiles across a broad range of Ptilotus genotypes and also for a selection of major pre- and postharvest variables. Such knowledge can be applied in plant improvement research as selection indices for improved cultivars and in production research to guide adoption of agronomic practices for highly scented inflorescences.

Consumer survey data indicate that scent can be an appealing character of P. nobilis Passion inflorescences for some people. However, consumers were on average slightly more enamoured by inflorescence shape and colour. In view of demonstrated consumer enthusiasm for the product, sales could be expanded through advertising Passion and other Ptilotus cut flower species and cultivars. Form and colour may sell themselves in visual media, but scent is an additional appealing trait that will require more imaginative promotion.

viii

Recommendations

The two recommendations from this work are that:

• focused advertising of cut Ptilotus flower traits in the Australian marketplace and also overseas should be undertaken to create greater awareness and generate stronger market pull through

• further investment should be directed toward understanding and enhancing scent in Ptilotus species as there is potential to capitalise through targeted selection and breeding on inherent scent characteristic of this relatively unknown genus.

1. Introduction

Ptilotus species in the family Amaranthaceae are, with only one exception, indigenous to Australia (Moore 2005). Generic common names for Ptilotus species include pussy tails, foxtails and mulla mullas. Plants of most Ptilotus species feature attractive feather like inflorescences.

Selections of Ptilotus nobilis (yellow tails) are considered to have both potted colour and cut flower potential. Cultivars Passion (dark pink to purple), Poise (light pink) and Purity (white to light green) were selected as potted colour lines at the Centre for Native Floriculture of the University of Queensland. They were commercialised by the marketing company Aussie Colours Ltd. (B. Ruddle, pers. comm.). Cut flowering stems of P. nobilis are sold into Japan as Soft Koala flowers (B. Sundin, pers. comm.).

Although unreported quantities of mulla mullas have been harvested for years, postharvest characterisation of cut flowering Ptilotus stems is limited. Largely anecdotal evidence suggests that inflorescences should be harvested when flowers start to open, that they can benefit from use of commercial handling solutions, and that they are not sensitive to ethylene (Faragher et al. 2002). [However, ethylene may play a role in their senescence as treatment with nitric oxide has been reported to extend vase life (Bowyer and Wills 2003).]

In addition to obvious visual beauty, many cut flowers are considered attractive because of their scent or fragrance (Vainstein 2001, Clark 2007). Generally well known and pleasantly scented flowers include freesia and rose. A common observation of people holding flowers to their nose and sniffing them illustrates that consumers potentially value flower scents they perceive as pleasant.

It follows that agreeable scent is a character that could be featured in promoting novel cut flower products. P. nobilis flowers are scented but consumer liking of it had not been evaluated. Casual comments by staff and visitors concerning P. nobilis scent in a semi enclosed greenhouse environment at the University of Queensland varied from not liking to like.

Consequently it is in the interests of the Australian wildflower industry to investigate scent volatiles of cut P. nobilis flowers and ascertain if people (consumers) generally regard their fragrance as a desirable character or not.

2. Objectives

The two general objectives of this project were to:

1) conduct compositional analyses for scent of cut Ptilotus inflorescences and generate a basic understanding of factors that affect volatiles emission; and,

2) ascertain consumer acceptability and obtain descriptions of scent and other characteristics (colour, form) of cut Ptilotus inflorescences.

3. Methodology

In line with the above objectives, research involved two complementary approaches:

Compositional analysis of scent

P. nobilis Passion and Purity scent or fragrance volatiles from harvested flower parts, flowers and inflorescences were analytically characterised by semi-quantitative gas chromatography mass spectroscopy (GCMS; MacTavish et al. 2000). Inflorescences for assessment were harvested from pot grown clonal plants at the University of Queensland Gatton campus Plant Nursery Unit. Their volatiles emission profiles were measured under subcontract at the Innovative Food Technologies laboratory of the Department of Primary Industries & Fisheries (Queensland) at Hamilton (H. Smyth, pers. comm.).

Consumer acceptability of scent

Freshly harvested P. nobilis Passion inflorescences (Appendix 1) were presented for random evaluation by people (consumers; n ~ 100) at four major shopping centres (Mt Gravatt, Toowoomba, Carindale, Underwood) in SE Queensland. Ratings were solicited for inflorescence form, colour and fragrance on a 7 point linear hedonic scale (after Joyce 2007) from 1 = dislike extremely to 7 = like extremely with the midpoint 4 = neither like nor dislike (Appendix 2). Respondents were also given the opportunity to comment on each inflorescence attribute.

4. Results

Compositional analysis of scent of cut Ptilotus flowers and understanding of factors that affect scent

More than 25 headspace volatiles were detected for both Passion and Purity. There were differences in the major volatiles between cultivars (Table 1). For example, a set of butanoic derivatives from Purity were not in volatiles samples from Passion. Conversely, acetic acid phenylmethylester was a major compound from Passion but not from Purity. Along with terpenoids and fatty acid derivatives, many common fragrance compounds belong to the phenylpropanoid group, which includes benzenoids (Vainstein et al. 2001, Verdonk et al. 2005). The major contributors to volatiles emission of both cultivars (3,5dimethoxytoluene, benzaldehyde, and benzyl alcohol) have also been found to be major components of scent for more common flowers such as rose, petunia and snapdragon (Flament et al. 1993, Boatright et al. 2004, Wright et al. 2005).

Total volatiles emissions were markedly more from opened mature florets for both Passion and Purity than for all other stages of development and tissue types compared (Fig. 1). Interestingly, Purity also has total volatile emission from senescent florets.

For the postharvest study over time at 22oC, cut P. nobilis Purity and Passion inflorescences were harvested, re-cut and placed into a vase-life solution of 10 mg/L free available chlorine. P. nobilis inflorescences were cut when only the bottom one or two whorls of florets had opened (Appendix 3). On average, inflorescences reach end of vase life by 12 days. Total volatiles emissions from opened mature florets were greatest at harvest (Fig. 2). After harvest, volatiles from Purity florets declined to day 4 and then rose on day 7 to levels similar to those observed at harvest, before declining once again. A similar but not so marked pattern was recorded for mature Passion florets.

Production of total volatiles from different parts of florets was greatest from main carpel tissues (i.e. ovary surrounding portion) and least from reproductive tissues (i.e. stamens, stigma and ovary portions) (Fig. 3). Total volatiles emissions from petal tissues were intermediate for Passion and similar to reproductive tissues for Purity.

For individual volatiles from different parts of florets, benzaldehyde, benzoic acid and 3,5 dimethoxy methyl ester were produced mostly by petal tissues in Passion (Table 2) and also Purity (data not shown). Petal tissue was also mostly responsible for acetic acid phenylmethylester production in Passion. Benzene methoxymethyl and benzyl alcohol were mostly produced by carpel tissues as was 3,5 dimethoxytoluene. Although benzoic methyl ester production was greater in petal tissue of Purity (data not shown), it was greatest from carpel tissues of Passion. Ethyl acetate emission arose from reproductive tissues.

Table 1. Main headspace volatiles emitted from P. nobilis flowers. Fully open and mature florets from Passion and Purity were used. Proportion (%) was determined from n = 3. For each replicate, the headspace volatiles were measured from 4 florets of an individual flower from an individual plant. Only those compounds where ~1% or greater was observed in either cultivar are reported.

Compound Percentage (%)

Passion Purity

Acetic acid, phenylmethylester 20.1 0.2

Benzaldehyde 23.8 38.7

Benzaldehyde, 4-methoxy- 2.2 0.1

Benzene (methoxymethyl-) 1.9 4.1

Benzoic acid, 3,5-dimethoxy-, methyl ester 7.0 5.0

Benzoic acid, methyl ester 0.3 4.0

Benzyl alcohol 14.5 11.6

Butanal, 3-methyl, oxime - 4.5

Butanenitrile, 3-methyl - 1.8

Butanoic acid, 3-methyl, phenylmethyl ester - 1.2

1-Butanol, 3-methyl - 1.6

Butylaldoxime, 3,methyl-, syn- - 6.7

3,5 Dimethoxytoluene 18.5 13.8

Ethyl acetate 1.2 0.6

1,3,6-Octatriene, 3,7-dimethyl-, (E)- 0.6 0.244

1,3,6-Octatriene, 3,7-dimethyl-, (Z)- 5.6 0.531

Figure 1. Total volatiles emissions from different maturity florets of P. nobilis Passion (A) and Purity (B). OM = fully opened mature floret, IM = immature floret, R = rachis tissue, T = anthers starting to develop and tips coloured pink (for Passion) or yellow (for Purity) on floret, S = senescing floret. Data shown are means ± SE for florets taken from 3 individual inflorescences where for each inflorescence 6 florets were used for each stage of maturity except opened mature where 4 florets were used. Data are the area under the GC curve trace per g FW (x 106).

Figure 2. Total volatiles emission from fully opened mature florets of individual cut P. nobilis Passion and Purity inflorescences at 22°C. Data shown are means ± standard errors for florets taken from 3 individual inflorescences at each time point where 3 florets were used for each inflorescence. Data are the area under the GCMS curve trace per g FW (x 106).

Figure 3. Total volatiles emission from individual floret parts from opened mature florets of P. nobilis Passion and Purity. Headspace volatiles were measured for reproductive (grey bars), petal (clear bars) and carpel (black bars) tissues. Data are means ± SE for tissue from florets taken from 3 individual inflorescences where 5 florets were used for each inflorescence. Data are the area under the GC curve trace per g FW (x 106).

Consumer descriptions and acceptability of scent and other characteristics of cut Ptilotus flowers

Respondents to the Ptilotus questionnaires verbally presented by research project staff intercepting people (consumers) in four shopping centres were (overall; n = 405) 76% female and 79% Australian origin. The proportional age bracket distribution across 14 to 21, 32 to 43, 44 to 62 and 63+ years old was 29, 20, 30 and 22%, respectively.

The majority of the ~ 100 people surveyed at each of the four shopping centre locations in SE Queensland favoured the three nominated attributes of P. noblilis Passion (Table 3). Respondents across the four sites offered an averaged (n = 4) score of 5.0 (~ like) for fragrance. Averaged scores for form and colour were higher at 5.8 and 5.9, respectively (~ like very much). Median and mode ratings for fragrance were 5 (like). Minimum ratings of 1 to 2 (dislike extremely and dislike very much) for fragrance across the sites indicate that some individual found the scent disagreeable. However, maximum values of 7 (life extremely) counter the extraordinarily low ratings.

Table 2. Main headspace volatiles emitted from individual floret parts from opened mature florets of P. nobilis Passion. Headspace volatiles were measured for reproductive tissue, petal and carpel tissues. Data are means ± SE for tissue from florets taken from 3 individual inflorescences where for each inflorescence 5 florets were used. Data are area under the GC curve trave per g FW (x 106). Only those compounds where ~1% or greater was observed in either cultivar are reported.

Compound Area per g FW x 106

Reproductive Petal Carpel

Acetic acid, phenylmethylester 698.6 8326.7 512.6

Benzaldehyde 86.3 10829.3 320.3

Benzaldehyde,4-methoxy- 31.9 807.7 0

Benzene (methoxymethyl-) 69.7 9.6 740.7

Benzoic acid 3,5 dimethoxy, methyl ester 172.6 2326.5 374.7

Benzoic acid, methyl ester 344.2 54.2 506.2

Benzyl alcohol 6259.1 11876.7 12047.7

3,5 Dimethoxytoluene 6735.1 2954.8 42620.4

Ethyl acetate 7.8 - -

1,3,6-Octatriene, 3,7-dimethyl-, (E)- 77.4 19.0 187.1

1,3,6-Octatriene, 3,7-dimethyl-, (Z)- 1080.6 1912.4 394.2

Comments (Appendices 4 and 5) associated with rating scores of 7 for fragrance included: “Soothing and relaxing smell that’s not over powering”, “mild sweet scent, beautiful”, and “subtle lavender”. Those associated with ratings of 1 for fragrance included: “wee”, “green ants”, and “fishy”. Scores of 5 were associated with comments such as: “Australian bushland”, “do not have much smell” and “sort of a musky smell”. A number of respondents

observed that they couldn’t smell it. A broad range of perceptions can reflect past emotional learning experiences, physiologically different perception abilities among individuals (e.g. ‘super sniffers’), and quantitative and/or qualitative variability in volatile aroma compounds from individual inflorescences (Vainstein et al. 2001).

Table 3. Assessments of P. nobilis Passion inflorescence form (shape), colour and fragrance (scent) by randomly selected people (consumers; n ~ 100) at four SE Queensland shopping centre sites. Hedonic scale scores: 1 = dislike extremely to 7 = like extremely with the midpoint 4 = neither like nor dislike (Appendix 2).

Location Attribute Mean ± Min. Max. Median Mode SD Mt Gravatt Form 5.7 ± 0.9 4 7 6 5 (n = 104) Colour 5.8 ± 1.0 3 7 6 6 Fragrance 4.9 ± 1.2 2 7 5 5 Toowoomba Form 5.9 ± 1.0 1 7 6 5 (n = 106) Colour 6.0 ± 0.9 4 7 6 6 Fragrance 5.2 ± 1.4 1 7 5 5 Carindale Form 5.8 ± 0.9 3 7 6 5 (n = 95) Colour 5.8 ± 0.9 3 7 6 6 Fragrance 5.0 ± 1.4 1 7 5 5 Underwood Form 5.8 ± 0.9 4 7 6 6 (n = 100) Colour 5.8 ± 1.0 3 7 6 6 Fragrance 4.8 ± 1.4 1 7 5 5

5. Implications

Semi-quantitative GCMS research has established that over 25 individual volatiles potentially contribute to fragrance or scent of P. nobilis Passion and Purity inflorescences. Profiles of volatiles produced differ with cultivar (i.e. Passion vs. Purity) and between floral organs (i.e. reproductive, petal and carpel tissues). Total volatiles production is relatively high at harvest and tends generally to fall during vase life at room temperature. This fall may be a consequence of slowing floret opening, volatiles precursor depletion, absence of an environmental cue (e.g. photoperiod) and/or dampening of an endogenous cue (viz. circadian rhythm) (Vainstein et al. 2001). Scent in Ptilotus is clearly a sensory character that contributes to the overall desirability of this cut flower (see below). The volatiles data presented herein are an output from exploratory research. They indicate a need for further investment in Ptilotus volatiles research. Future volatiles work might explore quantification of individual key aroma volatiles across a broad range of Ptilotus genotypes and also for a selection of major pre- and postharvest variables; for example, the potential for rapid cooling after harvest and subsequent stringent cold chain maintenance to help sustain volatiles emission. Such knowledge can be applied in plant improvement research as selection indices for improved cultivars and in production research to guide adoption of agronomic practices for highly scented inflorecences.

Consumer survey data indicated that scent can be an appealing character of P. nobilis Passion inflorescences for some people. However, consumers were on average slightly more enamoured by inflorescence shape and colour. Consumer samples were skewed towards domestic females of Australian origin. Nevertheless, substantial numbers of males (~ 24% = ~ 97 individuals) and new Australians or visitors (~ 21% = ~ 85 people) were engaged in the surveys. Age distribution from the 14 to 21 to the 63+ year old bracket was comparatively uniform. Cut Ptilotus flowers are still considered novel. In view of demonstrated consumer enthusiasm for the product, sales could no doubt be expanded through advertising Passion and other Ptilotus cut flower species and cultivars. Shape (form) and colour may sell themselves in visual media; e.g. television, brochures and posters. However, scent as an appealing trait will require more imaginative promotion.

6. Recommendations

Consumer enthusiasm was clearly demonstrated by (potential) Australian consumers for cut Ptilotus inflorescences, including for their fragrance. Accordingly, focused advertising of cut Ptilotus flower traits in the Australian marketplace and also overseas is recommended to create greater awareness and generate stronger market pull through.

It is also recommended that further investment be found and directed toward understanding, preserving and enhancing scent in P. nobilis cultivars and other Ptilotus species. While intensive in terms of time, money and expertise, there is real potential based on better biological and technological understanding to capitalise on the inherent scent characteristic of this relatively novel native Australian cut flower genus.

7. References

Boatright, J., Negre, F., Chen, X., Kish, C.M., Wood, B., Peel, G., Orlova, I., Gang, D., Rhodes, D. and Dudareva, N. (2004) Understanding in Vivo Benzenoid Metabolism in Petunia Petal Tissue. Plant Physiology 135, 1993–2011.

Bowyer, M.C. and Wills, R.B.H. (2003) Delaying postharvest senescence of cut flowers using nitric oxide. Rural Industries Research and Development Corporation, Barton, ACT, Australia. Publication No 03/51. 11 pp.

Clark, D.G. (2007) Bridging the gap between science and consumer preferences for fragrance of fresh cut flowers. Acta Horticulturae 755, 231-234.

Faragher, J., Slater, T., Joyce, D. and Williamson, V. (2002) Postharvest Handling of Australian Flowers from Australian Native Plants and Related Species. A Practical Workbook. Rural Industries Research and Development Corporation, Barton, ACT, Australia. Publication No. 02/021. 217 pp.

Flament, I, Debonneville C, Furrer A (1993) Volatile constituents of roses: characterization of cultivars based on the headspace analysis of living flower emissions. In R Teranishi, RG Buttery, H Sugisawa, eds, Bioactive Volatile Compounds from Plants. American Chemical Society, Washington, DC, pp. 269–281.

Joyce, D.C. (2007) Evaluation of fresh red bayberry (Myrica rubra) fruit acceptance. New Zealand Journal of Crop and Horticultural Science 35, 125–128.

MacTavish, H.S., Davies, N.W. and Menary, R.C. (2000) Emission of volatiles from brown boronia flowers: Some comparative observations. Annals of Botany 86, 347-354.

Moore, P. (2005) A Guide to Plants of Inland Australia. New Holland Publishers (Australia) Pty. Ltd., Sydney, NSW, Australia. 503 pp.

Vainstein, A., Lewinsohn, E., Pichersky, E. and Weiss, D. (2001) Floral fragrance. New inroads into an old commodity. Plant Physiology 127, 1383–1389.

Verdonk, J.C., Haring, M.A., van Tunen, A.J. and Schuurink, R.C. (2005) ODORANT1 regulates fragrance biosynthesis in Petunia flowers. The Plant Cell 17, 1612–1624.

Wright, G.A., Lutmerding, A., Dudareva, N., and Smith, B.H. (2005) Intensity and the ratios of compounds in the scent of snapdragon flowers affect scent discrimination by honeybees (Apis mellifera). Journal of Comparative Physiology A 191: 105-114.

8. Appendices

Appendix 1. Ptilotus Passion inflorescences as presented to consumers.

Appendix 2. Ptilotus Passion Survey Questionnaire (abridged version).

CONSUMER ACCEPTABILITY OF CUT PTILOTUS FLOWERS

The results of this survey will be used by The University of Queensland to gauge the popularity of Ptilotus, a novel native Australian cut flower.

How do you like: Like Like very Like Neither Dislik Dislike Dislike extremely much like nor e very extremely (scores) (5) dislike much (7) (6) (3) (1) (4) (2)

The form ⁭ ⁭ ⁭ ⁭ ⁭ ⁭ ⁭ (shape)?

The colour? ⁭ ⁭ ⁭ ⁭ ⁭ ⁭ ⁭

The fragrance? ⁭ ⁭ ⁭ ⁭ ⁭ ⁭ ⁭

Please describe what Ptilotus flowers smell like:

………………………………………………………………………………………………… …………………………………………………………………………………………………

Any other comments:

…………………………………………………………………………………………………

You are:

⁭Female ⁭14 – 31 years old

⁭Male ⁭32 - 43years old

⁭44 - 62 years old

⁭63 and over years old

You are originally from:

Australia

Not Australia (please specify……………………………………………………….)

Your postcode is: ……………………………………………

Will you allow us to use your comments with due acknowledgement?

Yes

No Signature: ______

THANK YOU VERY MUCH FOR YOUR TIME

Appendix 3. Behaviour of cut P. nobilis Purity and Passion inflorescences during vase life at 22oC.

Cultivars Purity (A-C) and Passion (D-F) were harvested, re-cut and stood into vase solution containing 10 mg / L free available chlorine. It was determined in preliminary studies that inflorescences should be harvested when only the bottom one or two whorls of florets are open (A and D). The inflorescence continues to mature during vase life with more florets opening such that anthers progressively become visible (B and E at 4 days after harvest). By 18 days after harvest (C and F), inflorescences are considerably drier, start to lose colour intensity, are browning, and their florets begin to abscise. Also, hairs on florets stand more vertically orientated to petals and the tip of the inflorescence may droop.

Appendix 4. List of apparently negatively-inclined comments (focused particularly on scent) by people (individual consumers) surveyed at four shopping centres about cut P. nobilis ‘Passion’ flowers. Comments are sorted in ascending score for fragrance (1 = dislike extremely and 7 = like extremely).

Description Score Green ants 1 Fishy 1 Nasty 1 Wee 1 Sickly sweet smell 3 Wet dog 3 Kinda like a bad perfume 3 Don’t like this smell 3 Offensive 3 Eggy 3 Smells terrible 3 Yuk 3 Not pleasant 3 Smelly 3 Not sure; don’t like it 3 Raw cake mix; egg 3 Terrible 3 Unpleasant 3 An undesirable fragrance 3 Smell like an animal; dog? 3 Damp, musty fragrance; dirty socks perhaps 3 Not pleasant, wet dog (mildly) 3 Musty car 3 Bitter 3 Yuk 3 Reminds me of pancakes; weird smell 3 Smells familiar, not a nice smell 3 Unusual; foreign; a little bit of lavender; not appealing 3 Stink beetle 3 Eggy smell 3 Yuk 3 Unusual and unattractive 3 Sweet perfume mixed with bad body odor; sweaty; rank 3 When you leave flowers in water that needs changing 4 Not nice 4 Dead ants 4 Smells a bit funny 4 Bitter 4 Not nice; dog urine 4 Smells like egg 4

Appendix 5. List of apparently neutral and/or positively inclined comments (focused particularly on scent) by people (individual consumers) surveyed at four shopping centres about cut P. nobilis ‘Passion’ flowers. Comments are sorted in descending score for fragrance (7 = like extremely and 1 = dislike extremely).

Description Score Unusual 7 Honey, vanilla 7 Soothing and relaxing smell, not over powering 7 Mild sweet scent; beautiful 7 Subtle lavender 7 Cant describe 7 Can't describe 7 Like wattle 7 Subtle perfume 7 Honey native 7 Cinnamon 7 Soft lavender 7 Pleasant perfume; reminds me of the Northern Territory 7 Delicate 7 Chalk 7 Vanilla-sweet; strawberry 7 Sweet 7 Mandarin 7 Almond essence 7 Smells like perfume 7 Great 7 Yum 7 Fresh 7 Fruity vanilla 7 Not sweet or overpowering; pleasant; delicate; perhaps musky; I would buy it for my garden 7 Like a perfume 7 Vanilla 7 It smells good 7 Beautiful 7 Well they smell like a brand new office 7 Pretty 7 Soft food-like smell 7 Smells like wattle flowers 7 no comment 7 Lip balm 7 Beautiful 7 Faint fragrance; not overpowering 7 Australian bush 7 Rose 7 Sweet smell; colour very nice 7 Cherry 7 Very soft and subtle; almost smells like a baby powder fragrance 7 no comment 7 Combination of smells; similar to fruit salad with a little spice 7 Wattle 7