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The Rare Bloom Project™

Australia has more than 24,000 species of native flora, many of which play an important role in our unique and diverse ecosystem.

With many native blooms under threat, we’re joining forces with WWF-Australia to help save threatened native wildflower species from extinction.

In partnership with WWF-Australia, Botanica by Air Wick has created The Rare Bloom Project™ to help protect and conserve 120 threatened Australian native wildflowers.

More than a bloom

Australia’s extraordinary variety of native wildflower species are unique.

Not only do they feature in the mosaic of vibrant colours and shapes that our landscape is known for, they create rich habitats that feed and shelter wildlife and may even provide food and natural medicines to us.

Helping to save Australia's native wildflowers

Although these remarkable species have adapted to the Australian environment, they are being pushed closer to extinction by various factors including climate changes which have been linked to more intense natural disasters such as devastating bushfires.

Thankfully, we can help protect Australia's threatened blooms by giving mother nature a helping hand.

Working as one to help protect biodiversity

With the assistance of the Australian Seed Bank Partnership, we are collaborating with seed scientists and conservation experts on research and germination programs that support Australia's threatened native wildflowers.


Photo credit: Royal Botanic Gardens and Domain Trust

Seed-based restoration

The Rare Bloom Project™ will support a conservation program of proactive seed collection and germination trials to provide knowledge on how to propagate wildflowers from seeds, as well as long-term seed banking of Australia’s native flora.

Photo credit: South Australian Seed Conservation Centre

Our commitment

Over the next 3 years, in partnership with WWF-Australia, our aim is to work together to help save 120 threatened native wildflowers from extinction and in turn, help to protect and conserve Australia’s native flora and unique biodiversity for the benefit of future generations.

About WWF-Australia

WWF-Australia has been a leading voice for nature for more than half a century. Partnering with governments, businesses, communities and individuals, WWF-Australia works for the conservation of environment and wildlife with a mission to stop the degradation of Australia's natural environment.

WWF® and ©1986 Panda Symbol are owned by WWF. All rights reserved.

About Australian Seed Bank Partnership

The Australian Seed Bank Partnership is a national collaboration of conservation seed banks and flora‑focused organisations in Australia and the UK. With support from dedicated Partner and Associate organisations, the Partnership delivers fundamentally important ex situ seed conservation, as well as the critical seed science to help improve our collective knowledge and capacity to conserve the Australian flora.


Photo credit: Australian Seed Bank Partnership