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Published by Georgia Stormont
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.
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What do 500+ conversations with people across Australian agriculture teach you about selling? Quite a lot, as it turns out. In this episode of Selling in the Paddock , Georgia sits down with Oli Le Lievre, founder of Humans of Agriculture , to unpack what years of interviewing people across the industry have taught him about curiosity, trust, relationships and what makes people open up. Oli shares why genuine curiosity is one of the fastest ways to build connection — and why people can tell when you're asking questions because you're truly interested versus simply waiting for your opportunity to sell. They explore the difference between listening and actually hearing someone , why there are no shortcuts to trust, and how your reputation in agriculture often arrives at the farm gate before you do. The conversation also gets into an interesting tension Oli is experiencing as Humans of Agriculture grows: how do you remain deeply relationship-focused while being unapologetic about the fact that business ultimately needs a transaction? And then there's the question that might just require a whole new podcast… Apparently, according to the next generation, when you're doing something brilliantly, you're “cooking”. When you're doing something terrible? You're “selling”. 😂 Which raises a much bigger question: if so many people have a negative reaction to the word selling , particularly in agriculture, do we need to rethink what great selling actually looks like? This episode is ultimately a conversation about people — understanding them, listening to them, earning their trust and building relationships that last. Because as Oli puts it, in agriculture there may not really be sales roles at all. They might just be relationship management roles. 🎧 If you work in agricultural sales, leadership, recruitment or simply spend your days building relationships across the industry, this one's worth a listen.
What separates a good salesperson in agriculture from a great one? According to Edward O’Dwyer, it might be something surprisingly simple: patience. In this episode of Selling in the Paddock , I sit down with agribusiness capital markets strategist Edward O’Dwyer for a wide-ranging conversation about agriculture, sales, relationships, investment and the value of knowing when to stop talking and start listening. Edward’s career has taken him from growing up on a cattle property south of Toowoomba, to jackarooing, horse racing stables, selling LandCruisers, working in major agribusiness real estate and negotiating multi-million-dollar agricultural transactions. And through all of it, one theme keeps coming back: people. We talk about why some of the best salespeople Edward has worked with have been calm, patient listeners who are genuinely more interested in their customer than themselves. We also unpack: 🌱 Why patience can get you everywhere in agricultural sales 👂 Why listening is one of the most underrated sales skills 🤝 What turns a sales rep into a genuine trusted advisor 💰 Why knowing your own value matters when you sell 🚜 How Edward went from the farm to major agricultural property transactions 🐂 Why understanding both sides of a deal matters 📈 How the capital landscape in Australian agriculture is changing 🌏 Where Edward sees opportunities emerging across agriculture, sustainability and investment 💡 Why farmers need to continually adapt, take calculated risks and go back to the drawing board ✈️ Edward’s advice for young people wanting to build a career in agricultural sales One of my favourite parts of this conversation is Edward’s story about the rural sales rep who essentially managed his farming calendar for him — knowing what he needed, when he needed it and, importantly, understanding where Edward could afford to cut a corner and where he absolutely couldn’t. That’s not order-taking. That’s becoming a trusted advisor . There’s plenty of gold in this one for anyone working in agricultural sales, agribusiness or simply interested in what makes great relationships work. 🎧 Grab a coffee — piccolo if you're joining Edward — and enjoy this episode of Selling in the Paddock .
Agriculture has always had its challenges — labour shortages, rising costs, seasonal pressures, changing markets and plenty of things completely outside our control. So when times are tough, how do we keep moving forward? Recorded live at Hort Connections, Georgia sits down with Michael Rogers, CEO of Agri Labour Australia , to talk about people, connection and why agriculture needs to keep telling its story. Michael shares the enormous task of helping supply Australian agriculture with the people it needs — including around 1,000 farm workers and 1,500 backpackers working across horticulture, meat processing, nuts, cotton and grain. They explore the realities of managing seasonal workforces, navigating language and cultural differences, and why sometimes the most effective communication isn't complicated at all: show people what good looks like. The conversation then turns to something much bigger — the importance of connection when agriculture is doing it tough. Michael explains why events like Hort Connections matter: they get people out of their own businesses and paddocks, talking to others, sharing what's happening and realising you're not the only one finding things difficult. And while the challenges facing Australian agriculture are real, Michael offers an important reminder: Look at how far we've already come. From international market access to innovation and workforce development, agriculture has solved enormous problems before — and looking backwards can sometimes give us the perspective we need to look forward. Georgia and Michael also discuss why agricultural businesses need to continue telling their stories, celebrating what's working and being willing to put their hands up when things don't go to plan. Because whether you're selling a product, attracting workers or building trust in an industry, people need to understand the story behind what you do. 🎧 A short conversation about people, perspective and continuing to move agriculture forward — even when the road ahead feels difficult.
Recorded live at Hort Connections, Georgia Stormont sits down with Hany Erian, Business Manager – Agrichemicals Australia & New Zealand at Bisley & Company, to discuss what it really takes to build lasting customer relationships and successfully grow into new markets. After relocating to Christchurch to establish Bisley's New Zealand operation, Hany shares how persistence, preparation and genuine customer focus helped grow the business to more than $1 million in sales within six months. Rather than simply chasing orders, Hany explains why the best salespeople become trusted advisers—understanding market trends, sharing valuable insights before customers ask, and consistently putting the customer's success first. Whether you're selling into agriculture or any relationship-driven industry, this conversation is full of practical lessons on creating trust, adding value and becoming the person your customers call first. Establishing Bisley's presence in New Zealand. Why persistence is one of the most important sales skills. Using research and preparation to open new opportunities. Building relationships through consistency and follow-up. Why customers care more about what's in it for them than what's in it for you. How to stay ahead of market trends and provide proactive advice. Moving from being a salesperson to becoming a trusted adviser. Creating long-term partnerships instead of simply winning orders. If you enjoyed this episode, don't forget to subscribe, leave a review, and share it with someone looking to build stronger customer relationships and greater commercial confidence. In this episode, we discuss:
This week's guest is a little different… and that's exactly why I wanted her on the podcast. Jo Townsend is Head of Crime and Investigations at Ronde . Over a career spanning more than two decades, she's worked as a reporter, producer, executive producer and director across some of Australia's biggest newsrooms, including Nine News, 60 Minutes and the ABC's 7.30 Report. Today she's creating some of Australia's most watched true crime documentaries and podcasts. So why invite a true crime journalist onto a sales podcast? Because when you strip away the cameras and courtrooms, Jo's work is built on the same foundations as great selling: Building trust quickly. Asking better questions. Listening more than talking. Helping people feel safe enough to open up. Understanding that people rarely behave the way we expect them to. In this conversation we explore: Why people never behave the way you expect them to. The importance of meeting people where they are. How to build trust in difficult conversations. Why "Tell me more…" might be the most powerful question you can ask. The role of silence in uncovering what really matters. Why understanding your value makes it easier to walk away from the wrong opportunities. What true crime, storytelling and sales all have in common. Jo's journey through a male-dominated industry and the lessons she's learnt along the way. How AI is changing journalism—and what it still can't replace. Whether you're selling tractors, agronomy advice, professional services or documentaries, this episode is a masterclass in human behaviour. Because at the end of the day… People buy from people they trust. Jo Townsend is the Head of Crime and Investigations at Ronde , leading the development of investigative documentaries and podcasts seen by millions of viewers in Australia and around the world. She has worked as a journalist, producer, executive producer and director for more than 20 years, including roles with Nine News, 60 Minutes and the ABC's 7.30 Report . Today she continues to tell some of Australia's most compelling true crime stories while championing thoughtful journalism and powerful storytelling. One small suggestion: I'd consider tweaking the title to make it even more clickable: 🎙️ The Sales Lessons Hidden in True Crime | Jo Townsend It creates a stronger curiosity gap and aligns beautifully with your audience—they'll immediately wonder, "What on earth could true crime possibly teach me about selling?" About Jo Townsend
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 ever The challenge of rising costs and shrinking margins How Harvest Moon is creating value through innovation, not just price The success story behind Snackable Carrots Why innovation extends beyond products into farming practices How service has become one of Harvest Moon's biggest competitive advantages Nathan's biggest takeaways from Hort Connections and why industry events continue to matter Whether 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.
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 industry How empathy builds stronger customer relationships during difficult seasons Why authenticity matters more than trying to be the expert The importance of curiosity when working alongside growers How trial work creates trust long before it creates sales Why farmers are some of the best teachers if you're prepared to listen The value of industry events like Hort Connections for both customers and teams Why strong internal relationships are just as important as external ones How networks built today often become opportunities months or even years later Whether 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:
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:
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
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
🎙️ 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. 🌱🎙️
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. 🎙️
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 words How Halter collars are changing the future of grazing management The balancing act between milk production and pasture performance Why some reps earn trust — and others get sent straight back down the driveway The importance of product knowledge, honesty and follow-through in ag sales How WhatsApp groups and communication systems are streamlining farm operations Genetics, breeding worth and the economics behind dairy decisions Jared’s experience as a 2026 Nuffield Scholar travelling the world studying energy and agriculture One 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, NZ Halter collar technology Grass-fed dairy systems Ag sales and relationship building Artificial breeding and genetics Team culture on-farm Follow-through in sales Nuffield Scholarship experiences Spain, 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.
In this solo episode of Selling in the Paddock , Georgia dives deep into one of the biggest challenges in agricultural sales… closing. Not the pushy, awkward “are you buying today or not?” type of closing. The real kind. The kind that keeps conversations moving forward, builds trust, creates momentum, and helps customers make confident decisions over time. Because in Ag, sales cycles are long. Relationships matter. And most deals aren’t won in one conversation. Georgia shares practical closing strategies she teaches inside her workshops, including: Why “let me know” quietly kills momentum How to use micro-closes throughout the sales process The difference between pressure and progress Why hearing “no” is actually valuable information Real examples from her coaching business and onion seed sales role Different closing styles every sales rep should have in their tool belt How transparency can strengthen trust in the sales cycle Practical next-step questions you can start using immediately This episode is packed with practical examples, paddock conversations, and real-world sales lessons from over 15 years in agricultural sales. If you’ve ever struggled to ask for commitment, feared rejection, or felt awkward closing… this episode is for you. Closing isn’t about pressure. It’s about helping people make decisions and keeping the conversation moving forward. 🎧 Listen now and challenge yourself this week: In every sales conversation, ask for one next step. Not the order. Just movement. To purchase my book: Link here #SellingInThePaddock #AgSales #Agriculture #SalesTraining #Leadership #Communication #ClosingTheSale #Agribusiness #SalesConfidence #Podcast
This week on Selling in the Paddock , I sit down with Jess Weiss , founder of Human Tribe — a leadership and people development consultancy built on one simple belief: When people thrive, businesses thrive. Jess shares her journey from personal trainer to leadership consultant and why managers are one of the biggest levers for performance, culture and wellbeing inside any organisation. We unpack: Why technically strong people often struggle in leadership roles The difference between high-performing individuals and high-performing teams Why culture is behavioural, not fluffy The danger of keeping toxic high performers Accountability, KPIs and creating genuine buy-in Why discomfort is essential for growth The neuroscience behind pushing yourself outside your comfort zone AI, leadership and the future of workplace performance Why great managers change the trajectory of people’s lives There are so many practical takeaways in this episode for leaders, salespeople, business owners and anyone wanting to build stronger teams and better workplace culture. “A bad culture will beat a good person every time.” A massive thank you to Jess for such an honest, insightful and energising conversation. 🌐 Human Tribe 💼 Jess Weiss LinkedIn
Today on Selling in the Paddock, I’m joined by Debbie Feyh from Go Experience Nature, joining us all the way from Kansas in the United States. Debbie is a farmer’s daughter, farmer’s wife, entrepreneur and passionate advocate for reconnecting people back to nature, agriculture and the outdoors. This conversation goes far beyond farming. We chat about: Why people are becoming disconnected from nature The mental and physical benefits of slowing down and getting outside Communication in agriculture and why farmers need to tell their story more Consumer understanding around food production and farming practices Healthy soil, healthy food and healthy people Teaching the next generation to reconnect with the outdoors Entrepreneurship, purpose and building something meaningful from the ground up There are also some beautiful moments throughout this episode around grief, perspective, family and learning to notice the world around us again. A powerful conversation about agriculture, communication and being human. 🎧 Listen now and let me know your biggest takeaway. You can connect with Debbie and learn more about Go Experience Nature here: https://www.goexperiencenature.com/ 📘 My book: Selling in the Paddock — People First Conversations for Selling Confidently in Agriculture Available here: Selling in the Paddock: A Proven, People-First Framework for Selling with Confidence in Agriculture eBook : Stormont, Georgia: Amazon.com.au: Kindle Store
In this episode of Selling in the Paddock , I’m joined by Nathan Hrnicek from NutraDrip — an ag conversationalist, sales leader, and someone who genuinely lives and breathes connection in agriculture. Nathan shares his journey from construction into ag sales, the lessons that shaped him, and why curiosity — not confidence — is the real superpower in this industry. We dive into what it actually looks like to build rapport (hint: it’s not talking about your product), how to show up on farm with the right intent, and why some of the best sales conversations start with a simple question: 👉 “Tell me about yourself.” Nathan’s path into agriculture and sales Why feeling “behind” can actually make you better The power of mentors and creating safe environments to learn How to build genuine rapport (without the “verbal diarrhoea”) Why curiosity beats assumptions every time The reality of farmer sentiment right now and showing up with empathy The “gazelle vs cheetah” mindset and how Nathan approaches performance What it really means to serve first in sales Assume nothing. Stay curious about everything Rapport isn’t built by talking — it’s built by listening Every driveway is a new conversation, not a repeat of the last one Sales isn’t about pushing product — it’s about understanding people You don’t need all the answers — you need better questions “Put your agenda on hold… and actually care about the person you’re talking to.” Nathan Hrnicek is Director of Sales at NutraDrip, a family-owned business focused on helping farmers maximise performance through irrigation, agronomy and innovation. He describes himself as an “ag conversationalist” — someone driven to connect people, share ideas, and constantly pursue better outcomes across agriculture. If you’re in ag sales and want to sharpen how you show up in conversations — this one’s for you. 👉 Share this episode with a mate in the industry 👉 And if you haven’t already, follow Selling in the Paddock for more real conversations like this
What does it take to build a business from one of the most remote parts of Australia? In this episode of Selling in the Paddock , Georgia sits down with Isabella Thrupp from Pardoo Wagyu and Prinking in Pindan — a women’s workwear brand created for life on the land. Based in the Kimberley, Bella shares her journey from moving north for a couple of years as a ringer… to building a life, a career, and a business in one of the most unique and demanding parts of the country. This is a conversation about rural life, resilience, creativity, community, and what it really looks like to back yourself and build something meaningful from the ground up. Bella’s role with Pardoo Wagyu and life in the Kimberley What station life really looks like behind the scenes How Prinking in Pindan was born from a real gap in the market Why women on the land need workwear designed for the job The challenge of creating durable, comfortable jeans for tough conditions The reality of building a product-based business with no design background Finding the right manufacturer and learning through trial and error The power of remote communities and women supporting women Why rural and regional women don’t need to leave the industry to create opportunities Bella’s experience winning the WA AgriFutures Rural Women’s Award and becoming national runner-up How that experience helped shape her confidence, business growth and bigger vision A big idea does not need a city postcode to succeed. Bella’s story is a reminder that innovation can come from anywhere — and that women in rural and remote Australia are building powerful businesses, brands and futures on their own terms. Isabella Thrupp works with Pardoo Wagyu alongside her partner in the Kimberley, helping manage the breeder operation while also building her own business, Prinking in Pindan — workwear for women on the land, designed with purpose, durability and style in mind. She is also the WA winner and national runner-up of the AgriFutures Rural Women’s Award. Honest insight into life on a remote station A brilliant story behind the name Prinking in Pindan Real talk about business resilience and backing yourself A powerful reminder of the strength of rural women and community Coffee order: Cappuccino Music: Country music, with Ella Langley on repeat Watching: Heartfelt series like Bridgerton Send it to a woman in ag who’s building something bold, backing herself, or figuring out her next chapter on the land. And don’t forget to follow Selling in the Paddock for more real stories, practical insights and honest conversations from across agriculture 🌾 🌾 In this episode, we cover:🔑 Key Takeaway📍 About Isabella Thrupp🐂 A few things you’ll love from this episode:⚡ Rapid Fire with Bella📣 Loved this episode?
What if the biggest thing holding you back in sales… is in your own head? In this episode of Selling in the Paddock , Georgia sits down with Pat Owens to unpack one of the most common (and rarely talked about) challenges in agricultural sales — the need to be liked. From self-doubt on farm visits to overthinking every interaction, Pat shares why so many sales reps get stuck in their heads early on… and how that impacts the way they show up with growers. This is a grounded, honest conversation about confidence, identity, and learning to sell in a way that actually works — not just what you think you should be doing. Why new sales reps overthink whether growers like them How self-doubt shows up (and sabotages your next visit) The difference between being liked vs being trusted Why you can’t judge a relationship in the first 6–12 interactions Understanding farmer personalities and communication styles The reality of selling on-farm — no desk, no script, just people Why emotions play a bigger role in ag decisions than we admit The power of persistence (and finding your own version of it) Learning from other reps without trying to copy them Why your sales story must be about the customer — not you You don’t need to be liked to do good business. Know your strengths. Show up consistently. Play the long game. Trust is built over time — not in a single visit. “You might think they don’t like you… but chances are, you’ve just got no concept of how they show it.” Pat brings a wealth of experience across consulting, research coordination, and frontline agricultural sales. From chasing invoices while self-employed to riding shotgun with reps across the Midwest, his perspective is grounded in real-world experience — not theory. Share it with a mate in ag who’s overthinking their next farm visit — or someone who needs a reminder that they don’t have to be perfect to be effective. And if you haven’t already, hit follow on Selling in the Paddock for more real conversations from the field 🌱
In this episode of Selling in the Paddock , I’m joined by Mick Wearne from Pursehouse Rural , where he works as Business Manager – Seed . Mick and I first met at a recent Pursehouse Rural conference, and from the moment we started chatting, I knew he’d be a brilliant guest for the podcast. He brings decades of experience across agricultural retail, branch management, seed, fertiliser and customer relationships, and this conversation is packed with practical insight for anyone working in ag sales. We talk about Mick’s path into agriculture, despite not growing up on a farm, and how he built a long career in the industry after starting out as a motorbike mechanic in Walgett, NSW. From there, we get into the real substance of selling in agriculture: forecasting, uncertainty, supplier relationships, difficult conversations, and why trust is everything. A big theme throughout this episode is that great ag sales isn’t about having all the answers . It’s about being honest, staying in communication, offering solutions, and helping customers navigate uncertainty when conditions, timing and supply keep shifting. We also dive into what separates a good rep from a great one, how to handle pressure when things don’t go to plan, and why phone calls still matter so much in an industry built on relationships. And because Mick and I share a love of triathlon and training, we finish by talking about the crossover between fitness, resilience and decision-making in business. Mick’s story and how he built a career in agriculture What drew him into ag, even though he didn’t grow up on a farm The reality of managing seed across 25+ branches Why forecasting is critical in agricultural sales How to navigate difficult conversations up and down the supply chain What builds trust with growers over time Why transparency and prompt communication matter The difference between a good rep and a great rep How to handle not having all the answers The role relationships play across suppliers, branches and customers Lessons from triathlon and CrossFit that carry into work and leadership Trust is built through transparency Good news can wait, bad news can’t You don’t have to know everything, but you do need to communicate Great reps don’t disappear when things get hard In ag, relationships and forecasting go hand in hand This is a really grounded conversation about the realities of selling in agriculture — the unknowns, the pressure, the moving goalposts, and the importance of staying connected through all of it. If you enjoy the episode, make sure you share it with someone else working in ag sales, branch management or agronomy.
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Observed September 17, 2026. Cached outside the daily freshness window; the positions keep the date they were taken on.
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