Selling in the Paddock

Georgia Stormont
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Selling in the Paddock is a podcast about real sales in agriculture. Hosted by Georgia Stormont, The Ag Sales Coach, it cuts through the noise and gets to the point—how to sell better, lead stronger, and get results. Guests include Paul Roos, AFL premiership coach turned leadership consultant, and Troy Williams, CEO of the National Farmers’ Federation, plus top ag reps, buyers, and business owners. If you work in ag and want to sell smarter and build better teams, this podcast is for you.

  1. 2d ago

    Ep 72 - Innovation, Service & Surviving Tough Seasons with Harvest Moon's Nathan Bischa

    Fresh produce has never been easy... and according to Harvest Moon's Commercial Operations Manager, Nathan Bisha, it's only getting tougher. Recorded live from the floor at Hort Connections, Georgia catches up with Nathan to discuss the realities of today's horticulture industry, why creating value has never been more important, and how Harvest Moon continues to stand out through innovation, quality and exceptional customer service. Having worked together for many years, first as supplier and customer and now as business partners, the conversation also highlights the importance of long-term relationships across Australian agriculture. In this episode you'll learn: Why fresh produce businesses are under more pressure than everThe challenge of rising costs and shrinking marginsHow Harvest Moon is creating value through innovation, not just priceThe success story behind Snackable CarrotsWhy innovation extends beyond products into farming practicesHow service has become one of Harvest Moon's biggest competitive advantagesNathan's biggest takeaways from Hort Connections and why industry events continue to matterWhether you're a grower, supplier, agronomist or sales professional, this episode is a reminder that in challenging markets, businesses that continue to innovate and invest in relationships are the ones that stay ahead. Connect with Georgia Stormont If you're passionate about improving the way agriculture sells, communicates and builds stronger customer relationships, follow Selling in the Paddock for practical conversations with the people shaping Australian agriculture. 🎧 New episodes released every week.

  2. Jul 13

    Ep 71 - Why Authenticity Wins Every Time in Agricultural Sales

    Selling in Agriculture Starts with Authenticity, Empathy and the Long Game In this episode of Selling in the Paddock, Georgia sits down with Ged Sippel, Head of Vegetable Seeds at Syngenta, responsible for Australia, New Zealand, Japan, Korea and Taiwan. Recorded live at Hort Connections in Adelaide, they discuss what it's really like leading a global seed business through challenging market conditions and why the future of agricultural sales isn't about having all the answers—it's about asking better questions. Ged shares why Syngenta sees itself as part of the same ecosystem as growers, experiencing many of the same pressures, and why empathy, authenticity and curiosity are essential for building trusted relationships in agriculture. Together they explore why selling in agriculture is different, why growers value genuine partnerships over polished sales pitches, and why the best salespeople are prepared to learn before they lead. Why agriculture is different from almost every other sales industryHow empathy builds stronger customer relationships during difficult seasonsWhy authenticity matters more than trying to be the expertThe importance of curiosity when working alongside growersHow trial work creates trust long before it creates salesWhy farmers are some of the best teachers if you're prepared to listenThe value of industry events like Hort Connections for both customers and teamsWhy strong internal relationships are just as important as external onesHow networks built today often become opportunities months or even years laterWhether you're selling seed, fertiliser, machinery, finance or advisory services, this episode is a reminder that the strongest commercial relationships are built on genuine conversations, shared learning and playing the long game. Key Quote "Come from a genuine, authentic position. Our role isn't to tell growers how to grow a crop—it's to understand their challenges and see where we might be able to help." — Ged Sippel Connect with Georgia If you're passionate about changing the way agriculture thinks about selling, make sure you follow Selling in the Paddock for more conversations with leaders from across Australian agriculture. Connect with Georgia on LinkedIn for practical insights on sales, communication, leadership and commercial confidence in agriculture. In this episode you'll hear:

  3. Jul 6

    Ep 70 - Trust First: Why Great Sales Reps Prove Value Before They Sell with Danny Thornton

    What separates a good agricultural salesperson from a great one? According to Danny Thornton from Agreva, it starts with understanding the value you bring. In this episode of Selling in the Paddock, Georgia Stormont sits down with Danny at Hort Connections to explore what it really takes to build trust with growers, introduce new technology into agriculture, and have commercial conversations that create long-term relationships. They discuss why technical credibility matters, how biological products are changing the future of Australian agriculture, and why growers don't buy claims—they buy confidence. One of the biggest takeaways? Trust isn't built by telling someone your product works. It's built by proving it. Danny also shares why Agreva invests heavily in local Australian trials, recognising the outstanding work of Steve Lorimer and the technical team in generating the evidence growers need before making important decisions. • Why understanding your own value changes the way you sell.• The difference between technical knowledge and commercial confidence.• How biologicals and traditional chemistry can work together.• Why Australian field trials are essential for building grower trust.• How great salespeople focus on adding value instead of visiting everyone.• Why face-to-face conversations still matter in agriculture.• How challenges such as rising fertiliser costs are creating opportunities for innovation. If you work in agricultural sales, agronomy, crop protection or horticulture, this episode is packed with practical insights on building trust, creating value and having better commercial conversations. Because in agriculture... Selling isn't about convincing. It's about understanding. Connect with Georgia Stormont Follow Selling in the Paddock for weekly conversations with some of the best minds in Australian agriculture, sharing practical lessons on sales, leadership and communication. If you enjoyed this episode, share it with someone who sells into agriculture and leave a review to help more people discover the podcast. In this episode you'll learn:

  4. Jun 29

    Ep 69 - Live from Hort Connections 2026: Feeding the Future with Paul Crack from Yara Australia

    Recorded live from Hort Connections 2026, Georgia sits down with Paul Crack from Yara Australia to discuss the challenges and opportunities facing Australian growers and the critical role nutrition plays in producing high-quality crops. With rising input costs, changing market conditions and increasing pressure to improve productivity, Paul shares insights into how growers can make better decisions, maximise returns and build resilience for the future. In this episode, we discuss: 🌱 The current outlook for Australian horticulture 🌱 How fertiliser decisions impact crop performance and profitability 🌱 The challenges growers are navigating in today's market 🌱 Balancing productivity, efficiency and long-term sustainability 🌱 The importance of trusted advice and strong industry relationships 🌱 Innovation and technology shaping the future of crop nutrition 🌱 What Yara is seeing on the ground across Australian farming businesses 🌱 Why events like Hort Connections are so valuable for collaboration and industry growth Whether you're a grower, agronomist, supplier or simply passionate about agriculture, this conversation provides practical insights into the factors driving success in modern horticulture. #SellingInThePaddock #HortConnections2026 #YaraAustralia #CropNutrition #Horticulture #Agriculture #GrowerSuccess #Leadership #AustralianAgriculture #Fertiliser

  5. Jun 22

    Ep 68 - Live from Hort Connections 2026: Growing More Than Seedlings with Boomaroo Nurseries

    In this episode of Selling in the Paddock, recorded live at Hort Connections 2026, Georgia catches up with Jo Van Niekerk and Adrian Hart from Boomaroo Nurseries to discuss what it takes to support Australian growers in an increasingly complex environment. From managing live products and responding to unpredictable weather events, to building stronger partnerships across the supply chain, Jo and Adrian share how Boomaroo continues to evolve beyond supplying quality seedlings to delivering real value for growers. In this conversation, we explore: 🌱 Why relationships remain the foundation of success in horticulture 🌱 How Boomaroo helps growers navigate changing conditions and market pressures 🌱 The importance of innovation, data and continuous improvement 🌱 What "running a factory without a roof" really means 🌱 Why great salespeople are problem solvers first and sellers second 🌱 The role curiosity plays in understanding customer needs 🌱 How partnerships help businesses navigate challenges and grow together 🌱 Why Hort Connections remains one of the most important events on the Australian horticulture calendar A practical conversation about trust, communication, adaptability and creating long-term value for customers. #SellingInThePaddock #HortConnections2026 #BoomarooNurseries #Horticulture #Agriculture #SalesLeadership #CustomerRelationships #GrowerSuccess #AustralianAgriculture

  6. Jun 16

    Ep 67 - Live from Hort Connections 2026: Why Grower Relationships Matter More Than Ever with Jono Davey, CEO of Melons Australia

    🎙️ Live from Hort Connections 2026 in Adelaide In this episode of Selling in the Paddock, Georgia sits down with Jono Davey, CEO of Melons Australia, to discuss the challenges, opportunities and future of Australia's melon industry. Representing more than 140 melon growers across the country, Jono shares why industry events like Hort Connections remain critical for building relationships, sharing innovation and supporting growers through increasingly complex challenges. Together, Georgia and Jono explore: 🍉 The importance of bringing growers, suppliers and industry leaders together 🍉 How Melons Australia supports growers across regional Australia 🍉 Why trusted relationships matter more than sales pitches 🍉 The role of agronomists, seed companies and industry partners in driving grower success 🍉 The impact of floods, cyclones, freight costs and global geopolitical events on Australian farming businesses 🍉 Why collaboration—not competition—is the key to a stronger horticulture industry 🍉 The future of innovation and grower engagement in Australian agriculture This conversation is a timely reminder that while the challenges facing agriculture are real, so too is the resilience, optimism and commitment of the people working to grow Australia's food supply. If you're involved in horticulture, agribusiness, sales or grower engagement, this episode offers valuable insights into how we can better support the people at the heart of our industry. "We're nothing without our growers, but we're also nothing without new developments and new technologies coming through. We need to continue facilitating those discussions as a collaboration." To learn more about Melons Australia and their work supporting Australian melon growers, visit their website and follow their industry updates. Selling in the Paddock — Real conversations with the people shaping Australian agriculture, one paddock at a time. 🌱🎙️

  7. Jun 8

    Ep 66 - The $10 Spray Nozzle Mistake Costing Farmers Thousands | James Turtle, MagrowTec

    In this episode of Selling in the Paddock, Georgia sits down with James Turtle, Regional Director Australasia at MagrowTec, to discuss spray performance, ag technology adoption and what it really takes to build trust with farmers. James shares his journey from growing up around dairy and horticulture, through machinery sales, to leading the Australasian commercial team for MagrowTec's magnetic-assisted spray technology. The conversation explores one of agriculture's biggest hidden challenges: how much spray actually reaches its target, and why improving application efficiency can have a major impact on profitability, productivity and environmental outcomes. They also dive into the realities of selling in agriculture, building long-term customer relationships and why driving down the farm driveway still matters. ✅ James' journey from horticulture to ag technology leadership ✅ The story behind MagrowTec and its Irish origins ✅ Why 60–90% of spray can miss its intended target ✅ Spray drift, canopy penetration and improving coverage ✅ The growing challenge of chemical resistance ✅ Why simple things like nozzle maintenance matter ✅ How growers can improve spray performance immediately ✅ The role of science and independent data in ag tech adoption ✅ Building trust when introducing new technology ✅ Lessons learned from machinery sales and quoting hundreds of customers ✅ Why relationships still drive success in agricultural sales Farmers don't buy technology because it's new; they buy solutions that are proven.Trust is built through evidence, relationships and consistent follow-through.Before looking for a silver bullet, make sure the fundamentals are right.Great salespeople care about the person sitting across the table, not just the sale.Sometimes a simple nozzle check can save thousands of dollars.☕ Coffee Order: Double Espresso (or black coffee) 🎵 Music: Country music and Aussie rock 📺 Currently Watching: Landman, The Witcher and Yellowstone Learn more about MagrowTec's spray technology and research-backed approach to improving spray application efficiency. If you enjoyed this episode, please follow, rate and share the podcast with someone working in agriculture, sales or agribusiness. Every share helps us bring more practical sales conversations to the paddock. 🎙️

  8. Jun 1

    Ep 65 - “Tell the Truth.” What Farmers Really Want from Sales Reps | Jared Clarke

    This week on Selling in the Paddock, Georgia heads across the ditch to chat with New Zealand dairy farmer Jared Clarke — and this one is packed with insight for anyone working in agriculture, sales, leadership or ag tech. Jared and his wife Victoria run a 1,000-cow dairy operation in Canterbury on New Zealand’s South Island, milking through a 60-bail rotary with a strong focus on grass management, genetics, technology and team culture. But this episode goes far deeper than dairy farming. From AI-powered Halter collars and wearable technology through to what farmers actually value in a sales rep, this is a raw, practical conversation about trust, knowledge, follow-through and building genuine relationships in agriculture. A few standout moments: Why Jared believes “staff” and “workers” are the wrong wordsHow Halter collars are changing the future of grazing managementThe balancing act between milk production and pasture performanceWhy some reps earn trust — and others get sent straight back down the drivewayThe importance of product knowledge, honesty and follow-through in ag salesHow WhatsApp groups and communication systems are streamlining farm operationsGenetics, breeding worth and the economics behind dairy decisionsJared’s experience as a 2026 Nuffield Scholar travelling the world studying energy and agricultureOne of the biggest takeaways from this episode?Farmers don’t just want products. They want people who know their stuff, tell the truth and actually follow through. Whether you’re an ag sales rep, grower, agronomist or someone passionate about the future of agriculture, there’s plenty in this conversation for you. Dairy farming in Canterbury, NZHalter collar technologyGrass-fed dairy systemsAg sales and relationship buildingArtificial breeding and geneticsTeam culture on-farmFollow-through in salesNuffield Scholarship experiencesSpain, energy systems and global agriculture☕ Coffee order: Small flat white🎵 Music: Pearl Jam & Red Hot Chili Peppers📺 Watching: Narcos (again) 🎙 Podcast: Selling in the Paddock📘 Book: Selling in the Paddock🌾 Agricultural sales coaching, workshops & keynote speaking If you enjoyed this episode, share it with someone in ag and leave a review — it helps more people find the show.

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About

Selling in the Paddock is a podcast about real sales in agriculture. Hosted by Georgia Stormont, The Ag Sales Coach, it cuts through the noise and gets to the point—how to sell better, lead stronger, and get results. Guests include Paul Roos, AFL premiership coach turned leadership consultant, and Troy Williams, CEO of the National Farmers’ Federation, plus top ag reps, buyers, and business owners. If you work in ag and want to sell smarter and build better teams, this podcast is for you.

Information

  • Creator
    Georgia Stormont
  • Years Active
    2025 - 2026
  • Episodes
    77
  • Rating
    Explicit
  • Copyright
    © Georgia Stormont
  • Show Website
    Selling in the Paddock

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