Welcome back team to another episode of Selling in the Paddock.

Today I’m joined by Michael Young, an agro-economist with Farm Optimization Group, beaming in all the way from Western Australia. Michael grew up on a mixed farm in the south-west, took a detour towards engineering, and eventually found his way back to agriculture through a simple but powerful question:

“Why are farmers doing what they’re doing – and could they do it better?”

In this conversation, we dig into the world of farm systems modelling, profit, risk and decision-making in real farm businesses.

We unpack:

• 🌾 Michael’s journey from farm kid to agro-economist and why he turned away from engineering

• 🧠 Why farmers make such different decisions with the same conditions (e.g. one goes all-in on wheat, the neighbour won’t touch it)

• 🖥️ What the Australian Farm Optimiser (AFO) model actually does – and how it helps test ideas on a computer before risking five years and big dollars in the paddock

• 🌦️ Farming under uncertainty – using modelling to adjust stocking rates, rotations and tactics when the season starts good… or turns bad

• 💰 Profit, risk and greenhouse gases – what happens when we start overlaying emissions on top of farm profitability

• 🧮 The real complexity behind “simple” questions like “What stocking rate should I run?”

• 🤝 Working with grower groups, government and researchers to crunch numbers and turn trial results into practical, on-farm decisions

• 🛠️ How Michael and his partner used the model on their own 100ha block to decide how much to crop, how much to keep in pasture, and how many sheep to run

• 🤖 Where AI fits now (coding support, machine learning on trial data) and where Michael thinks it might go in future for farm decisions

We also get to know Michael a bit more in the rapid fire:
☕ Hot chocolate over coffee
🎧 Red Hot Chili Peppers on repeat after reading Scar Tissue
🚜 Evenings spent farming rather than binging Netflix

If you’ve ever wondered how to put better numbers behind your gut feel, or how economists actually turn trial results into real-world decisions on mixed farms, this episode will give you a clear, practical window into that world.

Welcome back team to another episode of Selling in the Paddock.
Today I’m joined by the brilliant and refreshingly down-to-earth Dr Aurelie Quade, founder of Soil Resilience — a scientist who has built her career on helping farmers understand soil health without the complicated jargon.

Originally from France and now 19 years deep into Australian agriculture, Orélie blends plant pathology, soil science and human behaviour to help farmers make practical, profitable changes on-farm. And yes… we even talk about changing nappies — and how that unexpectedly became the perfect analogy for explaining the difference between sounding clever and actually getting the job done.

In this episode, we unpack:
🌱 Why soil health is more than a product list — and why most farms still don’t have a real plan
🌱 The shift from “fighting nature” to “working with it” in modern agriculture
🌱 The chaos of this new era in ag… and why it’s a good sign
🌱 Translating complex science into everyday farm language (without dumbing anything down)
🌱 Why resilience matters more than perfection — for soil and for people
🌱 Authenticity, strengths, and building a career that fits your natural wiring
🌱 Orélie’s journey from plant pathology to whole-farm diagnostics
🌱 Her rapid-fire favourites: coffee, music, knitting, and raising three kids

This conversation covers science, psychology, language, leadership, parenting, and the future of farming — all through the lens of someone who truly understands how to connect knowledge with real-world change.

A powerful, practical, heart-warming chat.
You’re going to love this one.

In this episode of Selling in the Paddock, Georgia sits down with Bonnie Jupp from Regen WA — a passionate advocate for regenerative agriculture and natural capital. Based in Perth but deeply connected to her farming roots in Northampton, WA, Bonnie shares her story of how a love of nature, a family legacy of mixed farming, and a drive to make a difference led her to a career at the intersection of environment and agriculture.

Together, Georgia and Bonnie unpack:
🌱 The evolving meaning of regenerative agriculture — and how it’s about improving, not polarising.
🤝 Why listening and having “two ears and one mouth” might be the most underrated leadership skill in ag.
🫖 The power of a simple cup of tea in building trust, collaboration, and community in the paddock.
💰 The real-world funding and perception challenges in regen ag — and how WA farmers are leading change.
📊 How measuring natural capital is helping verify the impact of sustainable practices.
💬 Advice for emerging leaders on finding their voice, asking the “dumb” questions, and building genuine relationships.

From storytelling and soil health to collaboration and curiosity, this conversation highlights what happens when passion meets purpose in Australian agriculture.

🎧 Tune in to hear how Bonnie and the team at Regen WA are helping the industry move beyond buzzwords — one conversation (and one cuppa) at a time.

#SellingInThePaddock #RegenerativeAg #LeadershipInAg #WomenInAg #RegenWA #AgricultureAustralia

In this episode of Selling in the Paddock, Georgia chats with Jeff Kleypas, agronomist and Regional Sales Manager with Advancing Eco Agriculture (AEA), joining us all the way from South Texas — just 30 miles from the Mexican border.

Jeff shares how his journey from conventional agronomy to regenerative agriculture completely re-shaped the way he views farming, soil health, and human nutrition. From his early days driving tractors in the Texas Panhandle to now supporting growers across the United States and Europe, Jeff talks about what it really takes to lead change in an industry steeped in tradition.

💬 In this conversation:

• What regenerative agronomy really means (and how it differs from organic farming)

• How to help conventional growers adopt new practices without force or fear

• The role of trust, education, and storytelling in creating mindset shifts

• How nutrient-dense farming connects to human health and profitability

• Why patience, thick skin, and timing matter in sales and communication

Jeff also shares his personal passion for small-scale farming, his love of college football, and why he’s finally come around to drinking black coffee.

This one’s a grounded, real-world conversation about change, curiosity, and the future of agriculture — from the paddock to the prairie.

In this episode of Selling in the Paddock, I’m joined by Dr Michael Lawrence, Program Manager of Animal Wellbeing at Meat & Livestock Australia (MLA).

Michael’s journey spans continents and careers — from a hands-on cattle vet in rural Australia and the UK (where he was part of the national response to the Foot and Mouth outbreak) to leading MLA’s animal wellbeing research portfolio.

We unpack:

• The balance between animal health, welfare, and biosecurity — and why they’re inseparable.

• The difference between discovery research and translational research, and how both shape the future of agriculture.

• What true animal wellbeing means, beyond compliance and into productivity, sustainability, and care.

• How communication and influence have evolved in the livestock industry — and what scientists, vets, and producers can all learn from each other.

• Why conflict and curiosity are vital ingredients for innovation and change.

This conversation is honest, curious, and full of insights on bridging science, people, and purpose in Australian agriculture.

📍 Listen now to learn how improving animal wellbeing drives better outcomes — for producers, animals, and the entire red meat industry.

Today we head west with Justin Haydock from West Coast Wool & Livestock. Justin breaks down how wool is classed (in plain English), why micron matters to price, what lice means for clips, and how transparency and follow-up win trust with sheep producers. We also dig into export realities (hello, China), the ebb and flow of supply, and why asking clients, “What do you expect from your broker?” has changed his results.

• Justin’s path: from ag school trainee to Melbourne auction rooms, then home to WA, buying into the business and mentoring younger reps.

• Wool 101 (made simple): micron = fibre diameter (fine vs broad); how classing lines work; staple strength, colour, tenderness, and what gets skirted out.

• Lice & loss-affected clips: practical treatment options (off-shears and long-wool) and how prevention protects value.

• Price & planning: setting expectations before shearing; using last year’s tests, season context and deciles to map a marketing plan.

• Relationship-first broking: be “next in line” without the hard sell; bring useful data if they want it—and leave it out if they don’t.

• Comms that actually land: when to phone vs text; group updates; personal calls for holders; documenting visits and always following up.

• Export reality check: most Australian wool is exported; China remains the dominant buyer, with structural reasons why.

• Industry change: why parts of wool are behind on tech, and the opportunity for younger brokers to lift traceability and grower portals.

• Ask this early: “What do you expect from your broker?” Clarifies success and avoids guessing.

• Match their style: analytics for the data-driven; straightforward summaries for the rest.

• Record → remind → follow up: every visit, every promise.

• Plan the sale window: agree triggers and options before the clip hits the floor.

• Treat early, protect value: factor lice/long-wool treatments against likely discounts.

Justin Haydock — Wool & Livestock, West Coast Wool & Livestock (WA). Auctioneer, broker and mentor, passionate about data-led advice, sustainability and long-term client relationships.

• Coffee: strong long black.

• TV: dabbles in true-crime/series when kid-time allows.

Want your team selling smarter (not louder)? Book Influential Sales or High-Performing Teams workshops tailored for ag. Links in the description.

If you enjoyed this, please follow, rate and review Selling in the Paddock—and share it with a teammate who lives in the shearing shed or the sales ute.

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: