Ep 15 - From Seedlings to Strategy: The Numbers-Driven Sales Mindset with Darren Wood, Bayer Vegetables ANZ
Description
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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