Eremophila, commonly known as Emu Bush, is a genus of 238 species endemic to arid and semi-arid regions of Australia. These hardy, long-lived shrubs and small trees are of ecological importance and their inclusion in revegetation projects is considered essential for establishing sustainable ecosystems in these regions. However, despite 50 years of observation and trialling, mass germination of seeds to provide the volume of plants and genetic diversity required for such projects is yet to be achieved. Germination rates tend to be extremely low owing to inconsistent seed quality and poorly understood seed dormancy mechanisms. A joint research effort between the University of Queensland, Australian Native Plant Society (Australia) and Kersbrook Landcare Group, funded by the Australian Research Council, is gaining better understanding of Eremophila seed biology, improving seed quality testing protocols and investigating seed treatments aimed at improving germination rates. Germination rates above 80% for E. longifolia (a notoriously difficult-to-germinate yet high priority species for revegetation) have been achieved by fully extracting seeds from the hard woody endocarp, but the process is laborious and time-consuming. Trials involving seeds in partial or intact endocarps exposed to chemical germination promoters are continuing and have so far achieved germination rates of up to 45% for E.longifolia. Recent fruit collection efforts by members of the Australian Native Plant Society have provided a much-needed boost in seed numbers, enabling a greater range of potential germination-enhancing treatments to be tested in the near future.