In this episode of Selling in the Paddock, Georgia sits down with long-time connection and commercial lead of Bayer Vegetables ANZ, Darren Wood. With roots in accounting and a deep career spanning from nursery sheds to the boardroom, Darren shares how his passion for agriculture, sharp financial acumen, and decades of real-world experience have shaped how he leads high-performing sales teams today.

Darren and Georgia explore:

• Darren’s unique journey from childhood on a carrot farm to leading one of the biggest vegetable seed teams in the country

• What sales reps can learn from a CFO’s mindset

• The dangers of obsolete seed and why forecasting is part art, part science

• How data, gut feel, and relationships work together in sales decision-making

• Why top reps earn the sale (and what NOT to do in the nursery)

• How to protect margin without defaulting to discounts

• What true customer value looks like (and why delivery in full, on time trumps price)

• Why strong culture beats short-term targets

• 3 key questions every seed business should ask before launching a new variety

Plus: an exciting sneak peek into what’s coming down the pipeline at Bayer, from purple stem baby broccoli to disease-resistant tomatoes and machine-harvestable broccoli.

If you’re in seed sales, leading a rural team, or want a fresh perspective on the commercial side of agriculture, this episode is packed with grounded wisdom, practical advice, and future-focused thinking.

Mentioned in this episode:

• Bayer Vegetables ANZ: Home | Bayer Australia/New Zealand

• Hort Connections Brisbane: Meet Darren and Georgia there

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