In this episode of Selling in the Paddock, I’m joined by Adam Schreurs, third-generation vegetable grower and Director at Schreurs & Sons, one of Australia’s most respected celery and leafy veg producers. Based in Tarwin, Victoria, Adam’s journey from Clyde to large-scale production is a masterclass in leadership, innovation, and staying grounded.

We chat all things:

• 🚜 What it takes to lead a multi-generational farm

• 🌱 Why they’ve committed to IPM (Integrated Pest Management) for over 25 years

• 🧬 How their celery breeding program gives them a competitive edge (and why breeding in Australia matters)

• 🤝 What farmers really want from sales reps — straight from the grower’s mouth

• 💡 Why honesty, follow-up, and knowing your product inside out still win in Ag sales

• 💬 What sales reps can stop doing immediately to build better relationships on farm

We also share a few laughs about Melbourne footy (he’s a tragic fan) and what the future holds for Schreurs & Sons.

If you’re a rep in Ag, this one’s for you. Full of practical insights on building trust, trial management, and what makes growers tick.

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