In this episode of Selling in the Paddock, Georgia chats with Andrew Morgan, CEO/Director at SFM and co-founder of Hydrowood, about building trust in sales, innovating under pressure, and how forestry intersects with carbon markets. From uni-bar lessons in reading the room to raising capital for an underwater-forestry barge on Tasmania’s wild west coast, Andrew covers the grit, trade-offs and persistence behind genuinely sustainable businesses.

• From Bernie to boards: Andrew’s path through plant science, consulting and asset management to leading SFM (≈50,000 ha under management).

• Hydrowood’s origin story: salvaging standing timber from hydro lakes; designing a 145-tonne self-propelled barge; why the wood emerges sound after decades underwater.

• Carbon + forestry, explained: how ACCUs change plantation cashflow (revenue from years 3–15 vs. waiting ~30 years), and why demand for high-integrity credits matters.

• Relationship-first selling: playing the long game (coffee, no immediate ask), advising prospects to seek independent advice, and earning trust before “the ask”.

• Working with government: show up with ideas and information, not just requests—so when you do ask, they listen.

• Innovation & risk: testing nothing until launch day; building “option value” into assets to mitigate downside; being tenacious when the chorus says “it won’t work”.

• Trade-offs over perfection: balancing sustainability with practicality—there are no perfect solutions, only trade-offs.

• Career advice for emerging leaders: get a mentor, back yourself, and don’t fear course-corrections when the market points to a better path.

• Trust compounds: invest early in relationships without pitching; credibility makes the later sale faster.

• De-risk innovation: design exits/secondary uses for new assets (plan B, C).

• Cashflow matters: carbon revenue can bridge the long forestry cycle—model it conservatively.

• Lead with value: bring insight to policymakers and customers; be the person they’re glad to see.

• Optimise, don’t idealise: decide explicitly which trade-offs you’ll accept, then execute.

• ACCUs (Australian Carbon Credit Units) and the safeguard mechanism (context for demand).

• TV: House of the Dragon (Andrew said “House of Guinness” 😄), A Killer Paradox / new Netflix thrillers.

• Gaming: Battlefield 6 (Andrew’s wind-down).

Andrew Morgan — CEO/Director, SFM; Co-founder, Hydrowood; forestry, carbon and nature-based solutions; based in Hobart, TAS.

If this helped you think differently about sales, sustainability and innovation, please follow, rate and review Selling in the Paddock—and share it with a teammate.

Ready to lift your team’s sales capability without the BS? Book Georgia for an Influential Sales workshop or High-Performing Teams program.

In this episode of Selling in the Paddock, Georgia sits down with New Zealander James Grafas to unpack how purpose-led governance and people-ownership are reshaping horticulture—especially in gold kiwifruit. James shares lessons from chairing boards across ag and tech, from large-scale orchard development to irrigation automation, and why clarity beats busyness every day of the week.

• From orchard summers to the boardroom: James’ path back to ag and why food, jobs and strong returns drew him home.

• How NZ’s kiwifruit model works: single-desk exports, demand growth and the real constraints (land and capital).

• The economics of development: why licences and capex now top $1m/ha—and how the returns stack up.

• Labour that lasts: hiring for preferences (outdoors, hands-on) and team fit over quick CV wins.

• People-ownership in practice: inviting staff to co-invest, creating genuine buy-in and retention.

• Purpose that performs: giving to community and paying top-quartile wages while delivering shareholder returns—no waste, no trade-offs.

• Eliminating waste through clarity: structure first (e.g., Business Excellence, Community leads), then continuous improvement.

• Governance that serves people and planet: risk appetite (debt, biosecurity, climate), opportunity scanning, and when boards should “overreach” on culture.

• Abundance vs scarcity in sales and growth: why generous businesses think bigger and execute better.

• Leading yourself: journalling, evaluated experience, OKRs, and helping your team win the week.

• Hire for fit (preferences + values) and train for skill.

• Offer ownership pathways to lift engagement and retention.

• Make purpose operational: assign clear owners; measure impact as hard as EBIT.

• Set risk guardrails (especially around debt); pause projects when conditions change.

• Create clarity at every level: 3–5 outcomes per quarter with clear success measures.

• Reflect, don’t just grind: “Only evaluated experience makes you wiser.”

• The Infinite Game — Simon Sinek

• Winners Take All — Anand Giridharadas

• Greenlights — Matthew McConaughey

• Shows: The Morning Show, Slow Horses, The Diplomat

James Grafas — Chair across ag and automation companies in the Bay of Plenty, New Zealand; governance adviser and community-builder.

If this episode helped you think differently about leadership in ag, please follow, rate and review the show.
Share it with a sales leader or grower who values purpose-driven performance.

Keen to sharpen your team’s sales and communication under real paddock conditions?

Book Georgia for an Influential Sales workshop or high-performing teams coaching:

Welcome back to another episode of Selling in the Paddock!Today, I’m joined by Celia Leverton, Chair of the Regenerative Agriculture Network, whose passion for sustainable farming and behaviour change is transforming the conversation around agriculture in Australia.

Celia shares her remarkable journey — from a young wool classer and ABC journalist to a farmer, permaculture advocate, and leader in regenerative agriculture. Through decades on the land, she’s seen firsthand what happens when we work with nature, not against it.

In this episode, we dive into:🌱 The evolution of regenerative agriculture — and how local, grassroots action in Tasmania has grown into a national network.🐄 Behaviour change and curiosity — why curiosity might be the real key to sustainable change on farms.💧 Practical examples of transformation — from water infiltration breakthroughs to “safe-to-fail” trials that build confidence in trying new systems.💬 Leadership and resilience — what Celia’s learned from decades in farming, parenting, and running a not-for-profit, and why owning your mistakes builds stronger relationships.🤝 Community and collaboration — how connecting farmers, educators, and policymakers is creating meaningful, lasting change.

Celia also opens up about burnout, perseverance, and the importance of leading with curiosity, humility, and evidence. Her story is raw, real, and incredibly inspiring for anyone passionate about the land and its people.

🔗 Connect with Celia & Learn More:

• ​Regenerative Agriculture Network
• ​Celia Leviton on LinkedIn

In this episode of Selling in the Paddock, Georgia crosses the Pacific (via LinkedIn!) to chat with fourth-generation Californian farmer and director of farming, Jason Gianelli, based in Bakersfield in the Central Valley—America’s “bread basket.” Jason oversees ~30,000 acres across multiple ranches supplying dairies with feed crops, and sits on several water and ag-tech boards, including the Water Blueprint for the San Joaquin Valley.

We dig into what it actually takes to keep a large family-run operation moving 365 days a year—managing silage harvests, water coming off dairies, shifting priorities when pumps fail or cattle get out—and how sales reps can genuinely serve growers without overpromising or preaching.

• Water reality in California: Allocations, groundwater regulation (SGMA), and why “flood” irrigation isn’t the villain many assume—it’s also groundwater recharge.

• Yield first, always: Why Jason budgets to hit yield, not chase price, and how that mindset shapes purchasing and risk.

• Tech that earns its keep: The ROI behind adopting speed-till discs (doubling daily acres with lower fuel burn), and a practical lens for sorting helpful tech from hype.

• Biologicals with proof: Two years of on-farm trials before buying; better nutrient uptake and heat-stress resilience beat glossy claims every time.

• How to sell to farmers (without getting bounced): Don’t overpromise, don’t blame the grower, and don’t “tell them how to farm.” Bring ranges, run trials, report honestly.

• Leading 25 people across multiple ranches: Fist bumps, clear feedback, and explaining the why to lift performance and trust.

• Sustainability without the spin: “If I’m still in business, I’m sustainable.” Profit funds progress—then we can talk systems change.

• Next-gen skills: Where ag-tech is going (autonomy, GPS, irrigation automation) and the training ecosystems needed so labour can keep pace.

• “You don’t work in hours—you work in acres.”

• “Under-promise, prove it in the paddock, then scale.”

• “Once you get the small things right, the big things take care of themselves.”

Sales reps, agronomists, and ag-tech founders wanting a clear, no-bullshit view of what resonates with large mixed operations—and how to build trust that leads to adoption.

• Connect with Jason Giannelli on LinkedIn: (link in comments/show notes)

• Water Blueprint for the San Joaquin Valley

• California SGMA (groundwater regulation)

• UC/extension-led ag-tech training initiatives

If you’re an ag rep or manager, share this with your team and pick one idea to trial this month—then tell us how it went. And if you’re new here, follow Selling in the Paddock and leave a rating so more people in ag find the show.

In this episode of Selling in the Paddock, Georgia sits down with Mark Rizkalla, negotiation consultant at Scotwork Australia, to unpack practical ways sales reps and leaders can negotiate without burning bridges. From moving beyond the “win/lose” mindset to deploying power collaboratively, Mark shares real-world tactics that help you protect margin, shorten deal cycles, and strengthen long-term relationships with growers, retailers, and internal stakeholders.

• Win-win in the real world: How to shift from an arm-wrestle to mutual gain (and why it lasts).

• Trade, don’t concede: The difference between empathy and sympathy — and how sympathy quietly erodes value.

• Power, used wisely: Finding your source of power (even when you feel under-gunned) and using it collaboratively.

• Preparation that pays: Defining your variables (price, volume, term, service, timing, payment) so you can trade, not cave.

• Internal negotiations: Why the toughest deals can be inside your own business — and how to navigate them.

• Questions that connect: Curiosity as the fastest path to rapport, clarity, and better outcomes.

• “People don’t value what comes too easily.” Tie every concession to a give-get.

• “Kids ask clearly and don’t accept the first ‘no’.” Be specific in your asks; treat “no” as the start of the conversation.

• “Power isn’t forcing a result — it’s getting the other side to give it to you gladly.”

00:00 Intro & why win-win beats win/lose
05:00 Trading vs discounting — protecting margin without losing the relationship
12:00 Preparing variables — what you can flex (and what you can’t)
18:00 Internal negotiations — legal, finance, competing priorities
26:00 Empathy ≠ sympathy — staying kind and commercial
34:00 Using power collaboratively
41:00 Practical farmer-rep examples you can use this week
48:00 Quick recap & next steps

Mark Rizkalla is a negotiation consultant with Scotwork Australia. After two decades in complex commercial roles — from hospital selling to national key accounts and commercial leadership — Mark now trains and advises organisations across sectors, including agriculture, to secure better deals and stronger relationships.

• Scotwork Australia — Negotiation training & advisory

• Selling in the Paddock — Subscribe for weekly episodes

• Curious Georgia Coaching — Website

In this episode of Selling in the Paddock, Georgia chats with Jonathan Leslie, GM Sales at Bunzl—a multinational distributor serving healthcare, hospitality, commercial cleaning and “process & industry,” including horticulture, abattoirs, food processing and logistics. Jonathan shares how a career that began in merchandising and veterinary pharmaceuticals led to leading national sales teams, and why the simplest (and hardest) sales truth still holds: actually care about your customer.

• Bunzl 101: Aggregating business essentials to simplify complex supply chains, with a strong focus on sustainability and compliance.

• Career arc: From Boehringer Ingelheim (NZ production animal focus) to poultry (Specialised Breeders Australia), veterinary pathology, and into distribution at Bunzl.

• Authenticity > tricks: The most impactful sales training lesson — caring about customer success beats any gimmick.

• Agriculture is different: Why owner-operators “never clock off,” pride matters, and emotions (and seasons) shape decisions.

• Trust under pressure: Front-foot communication during supply chain hiccups; owning mistakes strengthens relationships.

• The long game vs the monthly KPI: How to balance targets with relationships by progressing the next step (trial, partial order, technical visit) and managing deal velocity.

• Leading teams: Dialled-in sales process, recognising the moment to move from rapport to business, and coaching newer reps without turning them into clones.

• Humbling moments: Trying to copy someone else’s “leadership style” and why it fell flat.

• Advice for emerging leaders: Learn the whole business — finance, working capital, ROE — and ask for favours to build genuine internal networks.

• What’s next: AI’s impact on targeting, insights and how fast-moving teams will gain outsized advantage.

“The way to make customers think you care is to actually care about their success.”
“Be yourself. Customers spot ‘techniques’ a mile off.”
“Always move the interaction forward — even if it’s just one clear next step.”

• Bunzl (distribution across healthcare, hospitality, commercial cleaning, process & industry)

• TV: Slow Horses (Apple TV+)

• Book: George Orwell, Homage to Catalonia

• Also mentioned: Tulsa King, Yellowstone

• Coffee: Extra-shot flat white with full-cream milk (before 8am — one a day)

• Currently watching: Slow Horses

• Reading: Homage to Catalonia (Orwell)

• Enjoyed this chat? Follow/subscribe for more real sales conversations from the paddock to the boardroom.

• Take the Sales Team Strength Quiz to benchmark your team and get targeted next steps:

• Want Georgia to work with your team on communication, objection handling and closing? Enquire about Influential Sales workshops:

Hosted by Georgia Stormont — Ag Sales Coach, facilitator and MC. New episodes weekly.

In this solo episode, Georgia shares reflections from her recent South Australian onion loop — where she covers hundreds of kilometres across rural SA, building relationships and checking in with growers she doesn’t see every day.

She unpacks what it really takes to manage a sales territory you don’t live in — balancing presence, trust, and consistency from afar.

You’ll hear her insights on:

• Why presence isn’t about proximity — and how to stay visible between visits

• The power of planning ahead and giving growers plenty of notice

• How flexibility and patience turn challenges into opportunities

• Why “kitchen table time” matters more than the product pitch

• Managing time on the ground and getting the most out of every farm visit

• The importance of showing up even when things go wrong

• How to play the long game and build reputation over seasons

Georgia also shares real stories from the road — from chasing down trials in a borrowed ute to the simple power of a cuppa and conversation.

If you’ve ever managed a large or remote territory, or you’re trying to strengthen relationships when you can’t be everywhere at once — this one’s for you.

🎧 Tune in to hear why being visible isn’t about being everywhere — it’s about being intentional wherever you are.

Sales = service. Darren Mitchell (The Exceptional Sales Leader) joins me to unpack DISC in real sales conversations, why mentoring accelerates your career, and the paradox of urgency and patience in leadership. We dig into ethical selling, being memorable, and why most wins arrive after the 5th–12th value-led touchpoint.

• Darren’s podcast: The Exceptional Sales Leader – [add link]

• Darren on LinkedIn –

• DISC overview (listener resource) – [add link]

Make sure you follow Selling in the Paddock to be up to date with new episodes.

In this episode of Selling in the Paddock, Georgia sits down with Troy Armstrong, Adviser & Partner at Koda Capital, Australia’s largest independent wealth manager. Troy grew up in the Yarra Valley and now works nationally with high-net-worth and ultra-high-net-worth families — including many farming families.
They unpack what “independent” really means, why trust and time trump quick wins, and how to make the wealth side of a farm business feel calm, simple and well organised.

What we cover

• Why Koda chose independence (no product flogging, no conflicted fees) and what that means for clients

• The difference between transactional selling and relationship advice — and how to build trust over years, not minutes

• Kitchen-table, pub and boardroom meetings: how each setting changes the conversation

• Protecting and growing multi-generational farming wealth without adding risk or noise

• Working alongside local accountants, lawyers and succession planners (and starting early)

• Communicating complex finance without the jargon

• A simple frame Troy uses: “Let the farm be the risk — your portfolio shouldn’t keep you up at night.”

• Career pivots, country roots, footy talk, and why getting your life cover sorted is grown-up business

Who this episode is for
Agribusiness owners, sales leaders, and farming families who want clarity on wealth management without the sales pressure — plus reps who want to deepen client relationships beyond the product.

Connect with Troy / Koda

• Koda Capital:

• Troy on LinkedIn:

Links & resources mentioned

• Life insurance and superannuation housekeeping — talk to your trusted adviser/insurer

• Local professionals: accountant, lawyer, succession specialist

Call to action

• Take the Sales Team Strength Quiz and get your action plan:

• If this episode helped, follow the show, leave a review, and share it with a mate in Ag.

Disclaimer
This conversation is general in nature and not financial advice. Please seek advice specific to your circumstances.

Welcome back to Selling in the Paddock!

In this episode, I’m joined by Ben Picton, Senior Market Strategist at Rabobank, to unpack the big global shifts shaping Australia’s agricultural industry today.

Ben has a rare talent for taking complex economic and geopolitical trends and making them crystal clear for business owners, farmers, and anyone curious about where the world is heading. We first connected at a DLL strategy day, and after seeing him present, I knew I had to bring his insights to this audience.

Together we explore:

• 🌍 The global paradigm shift from free trade to protectionism

• 🇦🇺 What these changes mean for Australia’s economy and agriculture

• 🧑‍🌾 How farmers can use storytelling and strategy to make data meaningful

• 💡 Why geopolitics and economics are inseparable in today’s market

• 🔮 Lessons from history that help us prepare for the future of ag

Whether you’re a sales rep, agribusiness leader, or producer, this conversation gives you a big-picture view of the forces that will affect how you sell, trade, and connect in the years ahead.

👉 Tune in and learn how to turn global insights into on-the-ground strategies.

Who do you want to hear from next? Tag them in the comments or send me a message — I’d love to bring their story to Selling in the Paddock.