Trends in the global marketing of white clover cultivars

Abstract

White clover (Trifolium repens L.) is the dominant legume of temperate pastures, having been improved by breeding since the 1930s. The 1994 OECD Register lists 93 cultivars, with a further 25-30 cultivars also known to commerce. Therefore, in excess of 100 cultivars are available to fulfil a world annual market of 8500-10,500 MT. Globally, New Zealand is the major white clover production region, providing 50- 55% of the seed. Other key production regions are Denmark, USA and South America. Consumption of white clover has been relatively static for some time, ranging from 8000-10,000 MT per annum. Between 55-60% of the seed is used in the northern hemisphere (approx. 40% by Western Europe - UK, France, Germany). USA, South America and New Zealand all consume similar tonnages annually (approx. 1000-2000 MT each) with smaller tonnages used in Australia. One cultivar, Grasslands Huia, has dominated the world white clover seed market for many years and it still remains the world's major cultivar by volume. However, in the last 10 years its position has come under increasing pressure from New Zealand and international proprietary cultivars. Eventually proprietary cultivars with improved agronomic performance will supersede the consumption of commodity/public white clovers in those countries where national listing is required to obtain release and recommended listing is need to ensure successful marketing. Despite this, Grasslands Huia will continue for many years to play a major role in supplying markets where national listing is not a prerequisite to release and price is a major factor in purchase decisions. Keywords: commodity cultivar, global market, Grasslands Huia, leaf size, market share, production trends, proprietary cultivar, seed industry, Trifolium repens L., white clover