This project will profile the Australian lavender industry and identify the supply chains, local and export markets and growth projections, and analyse the strengths, weaknesses, opportunities and threats. This will provide the basis of the Research Development and Extension(RD&E) Plan. The Plan will look broadly across the industry and include the oil and cut flower sectors, the use of lavender in foods, cosmetics, wellness products, medicines and as part of the agri-tourism industry. The identification of industry standards and approaches to provenance will have the potential to maximise returns associated with premium products. Key to the research will be the engagement with industry. This broad engagement will include regulators, agribusiness experts (including real estate and banking) and industry associations, together with farmers, producers, retailers and exporters.