Selling in the Paddock

Today on Selling in the Paddock, I’m joined by Debbie Feyh from Go Experience Nature, joining us all the way from Kansas in the United States.Debbie is a farmer’s daughter, farmer’s wife, entrepreneur and passionate advocate for reconnecting people back to nature, agriculture and the outdoors.This conversation goes far beyond farming.We chat about:Why people are becoming disconnected from natureThe mental and physical benefits of slowing down and getting outsideCommunication in agriculture and why farmers need to tell their story moreConsumer understanding around food production and farming practicesHealthy soil, healthy food and healthy peopleTeaching the next generation to reconnect with the outdoorsEntrepreneurship, purpose and building something meaningful from the ground upThere are also some beautiful moments throughout this episode around grief, perspective, family and learning to notice the world around us again.A powerful conversation about agriculture, communication and being human.🎧 Listen now and let me know your biggest takeaway.You can connect with Debbie and learn more about Go Experience Nature here:https://www.goexperiencenature.com/📘 My book:Selling in the Paddock — People First Conversations for Selling Confidently in AgricultureAvailable here:Selling in the Paddock: A Proven, People-First Framework for Selling with Confidence in Agriculture eBook : Stormont, Georgia: Amazon.com.au: Kindle Store

What does it take to build a business from one of the most remote parts of Australia?In this episode of Selling in the Paddock, Georgia sits down with Isabella Thrupp from Pardoo Wagyu and Prinking in Pindan — a women’s workwear brand created for life on the land.Based in the Kimberley, Bella shares her journey from moving north for a couple of years as a ringer… to building a life, a career, and a business in one of the most unique and demanding parts of the country.This is a conversation about rural life, resilience, creativity, community, and what it really looks like to back yourself and build something meaningful from the ground up.Bella’s role with Pardoo Wagyu and life in the KimberleyWhat station life really looks like behind the scenesHow Prinking in Pindan was born from a real gap in the marketWhy women on the land need workwear designed for the jobThe challenge of creating durable, comfortable jeans for tough conditionsThe reality of building a product-based business with no design backgroundFinding the right manufacturer and learning through trial and errorThe power of remote communities and women supporting womenWhy rural and regional women don’t need to leave the industry to create opportunitiesBella’s experience winning the WA AgriFutures Rural Women’s Award and becoming national runner-upHow that experience helped shape her confidence, business growth and bigger visionA big idea does not need a city postcode to succeed.Bella’s story is a reminder that innovation can come from anywhere — and that women in rural and remote Australia are building powerful businesses, brands and futures on their own terms.Isabella Thrupp works with Pardoo Wagyu alongside her partner in the Kimberley, helping manage the breeder operation while also building her own business, Prinking in Pindan — workwear for women on the land, designed with purpose, durability and style in mind.She is also the WA winner and national runner-up of the AgriFutures Rural Women’s Award.Honest insight into life on a remote stationA brilliant story behind the name Prinking in PindanReal talk about business resilience and backing yourselfA powerful reminder of the strength of rural women and communityCoffee order: CappuccinoMusic: Country music, with Ella Langley on repeatWatching: Heartfelt series like BridgertonSend it to a woman in ag who’s building something bold, backing herself, or figuring out her next chapter on the land.And don’t forget to follow Selling in the Paddock for more real stories, practical insights and honest conversations from across agriculture 🌾🌾 In this episode, we cover:🔑 Key Takeaway📍 About Isabella Thrupp🐂 A few things you’ll love from this episode:⚡ Rapid Fire with Bella📣 Loved this episode?

In this episode of Selling in the Paddock, I’m joined by Mick Wearne from Pursehouse Rural, where he works as Business Manager – Seed.Mick and I first met at a recent Pursehouse Rural conference, and from the moment we started chatting, I knew he’d be a brilliant guest for the podcast. He brings decades of experience across agricultural retail, branch management, seed, fertiliser and customer relationships, and this conversation is packed with practical insight for anyone working in ag sales.We talk about Mick’s path into agriculture, despite not growing up on a farm, and how he built a long career in the industry after starting out as a motorbike mechanic in Walgett, NSW. From there, we get into the real substance of selling in agriculture: forecasting, uncertainty, supplier relationships, difficult conversations, and why trust is everything.A big theme throughout this episode is that great ag sales isn’t about having all the answers. It’s about being honest, staying in communication, offering solutions, and helping customers navigate uncertainty when conditions, timing and supply keep shifting.We also dive into what separates a good rep from a great one, how to handle pressure when things don’t go to plan, and why phone calls still matter so much in an industry built on relationships.And because Mick and I share a love of triathlon and training, we finish by talking about the crossover between fitness, resilience and decision-making in business.Mick’s story and how he built a career in agricultureWhat drew him into ag, even though he didn’t grow up on a farmThe reality of managing seed across 25+ branchesWhy forecasting is critical in agricultural salesHow to navigate difficult conversations up and down the supply chainWhat builds trust with growers over timeWhy transparency and prompt communication matterThe difference between a good rep and a great repHow to handle not having all the answersThe role relationships play across suppliers, branches and customersLessons from triathlon and CrossFit that carry into work and leadershipTrust is built through transparencyGood news can wait, bad news can’tYou don’t have to know everything, but you do need to communicateGreat reps don’t disappear when things get hardIn ag, relationships and forecasting go hand in handThis is a really grounded conversation about the realities of selling in agriculture — the unknowns, the pressure, the moving goalposts, and the importance of staying connected through all of it.If you enjoy the episode, make sure you share it with someone else working in ag sales, branch management or agronomy.

In this episode of Selling in the Paddock, Georgia Stormont is joined by Ciara Douglas, founder of Herd to Home, regenerative agriculture advocate, and multi-business operator based in Western Australia.Ciara’s journey into agriculture isn’t linear — and that’s exactly what makes it so powerful. Originally from Northern Ireland, Ciara moved to Australia as a child, grew up surrounded by farming, and has since carved out a diverse career spanning regenerative agriculture, cattle, horses, kelpie working dogs, education, and direct-to-consumer farm products.This conversation dives deep into regenerative thinking, transparency, asking better questions, and why lived experience matters just as much as data.Growing up in Northern Ireland and moving to Australia — and how Irish and Australian agriculture differCiara’s recent university studies in regenerative agriculture and why she deliberately tackled controversial topicsRed meat and climate change: why cattle, when managed correctly, can reverse climate damageGenetically modified crops: separating emotion from data and what the science actually saysWhy transparency builds trust — in agriculture, business, and sellingA producer’s perspective on what sales reps get right (and wrong)Why admitting limitations strengthens credibilityCiara’s experience as a jillaroo and working across WA cattle propertiesBuilding multiple businesses:horse re-education and trainingkelpie breeding and working dog programsagricultural merchandiseHerd to Home and the paddock-to-plate visionLaunching tallow-based skincare while regenerating land and rebuilding soil healthThe importance of questioning your own beliefs — and being willing to change your mindAdvice for women entering agriculture: self-education, resilience, and standing firm in your valuesTransparency over spinQuestions over assumptionsLong-term thinking over quick winsEducation, lived experience, and adaptability“If we can acknowledge where the technology actually is — and where it isn’t — trust grows.”“The worst you’re going to get is a no. And that’s just a redirection.”“There’s nothing that beats life experience.”Ciara Douglas on LinkedInHerd to Home – paddock-to-plate, regenerative-focused products and education☕ Coffee order: Small iced latte with an extra shot, raw milk preferred🎧 Listening to: Everything from Eminem to Cody Johnson — plus emerging artists discovered online📚 Winding down: Reading (The Seven Sisters), learning, and the occasional episode of Game of Thrones or Yellowstone

Episode: Why Sales People Discount to Early with Kurt NewmanPodcast: Selling in the PaddockHost: Georgia StormontGuest: Kurt Newman, Managing Director — Sales Consultants (Sydney / Southern Highlands)In this episode, Georgia sits down with sales coach and author Kurt Newman (MD of Sales Consultants) to talk about the hidden places profit disappears, why salespeople discount before they’re even asked, and how trust (not likeability) is what actually drives big-ticket decisions.Kurt has spent decades in frontline B2B sales, won global sales awards across multiple industries, and now works with organisations worldwide to improve sales performance — from mindset and confidence through to margin protection and practical sales behaviours.Why “just being liked” is fragile — and what matters more: like, trust and beliefThe real cause of margin leakage (hint: it starts in the salesperson’s head)The subtle tells that destroy value: hesitation before price, vocal tone shifts, and over-explainingWhy technical people can become “liquid gold” in sales once they build people skillsThe importance of doing your homework (and how the right research can break the ice instantly)Why sales leaders can’t manage purely from a CRM — and why face-to-face still winsHow to build confidence and resilience in younger salespeople (and why it’s needed more than ever)The difference between using AI as support vs expecting it to replace human coaching“Margin leakage starts in the salesperson’s mind.”Kurt’s story about the power of silence: asking for the close… then genuinely shutting upWhy discounting is often a self-worth issue, not a pricing strategyIf you’re selling into farmers or rural retail, this episode is a reminder that:Confidence + value clarity beats discountingTrust-building is a skill you can learn (even if you’re technical)Face-to-face conversations still create the strongest differentiationCoffee order: Skinny flat white (mug), no sugarMusic: Loud 70s rock (Boston, Rod Stewart)Wind down: Family time, movies/series, and quality time with the fur babiesConnect with Kurt Newman on LinkedIn: Learn more about Sales Consultants: Kurt’s article on why face-to-face still matters post-COVID: If you drop me your rough timecodes or a Descript export, I can format timestamps like:03:10 — Kurt’s background and why sales14:20 — Trust vs likeability22:40 — Margin leakage and discounting30:00 — Silence and closing34:30 — Rapid fire

In this episode of Selling in the Paddock, Georgia Stormont sits down with Jessie McQueen — Wagyu operator, former Bar H Wagyu team member, and President + founding committee member of WAGYOUTH.Jessie’s story is a ripper: raised on a cattle property in south-east Queensland, boarding school in Brisbane, rowing scholarship in the US (Rutgers University), then back home to study international business at QUT — before making the call to get “back into the paddock” and properly learn cattle.From there, Jessie spent nearly six years at Bar H Wagyu, moving from horses and cattle work into AI programs, genetics, data collection, analysis, business development and leadership. Along the way, she saw first-hand what makes sales relationships in agriculture work (and what absolutely kills them).Jessie’s pathway back into agriculture (and why she initially underestimated how complex ag really is)Life at Bar H Wagyu: what the operation looks like and what integrity in breeding means in practiceWhy genetics and outcrossing matter so much in Wagyu — and how the industry manages inbreeding riskThe origin story of WAGYOUTH and why the Wagyu industry needed a youth network focused on business, leadership and governanceJessie’s perspective on what good sales reps do differently in regional communitiesWhy “dropping in” still matters (and why emails often don’t cut through)Playing the long game: selling for next year and the year after that, not just this monthThe biggest turn-off: complacency — assuming you’ve “got the sale” and letting service slipA powerful reminder: value is defined by the buyer’s context (Georgia’s broccoli trial story is gold)Jessie’s self-reflection on selling: going too fast, talking too much, and learning to use silence well“It makes such a difference to drop in… even with something from the bakery.”“They’re not trying to sell you something this year… they’re trying to create something longer-term.”“People being complacent and assuming you have the sale… that’s pretty frustrating.”WAGYOUTH (follow along and stay updated on events, tours and webinars)Georgia also hosts the Australian Wagyu Association podcast, Beyond the MarblingIf you sell into ag: don’t rely on emails, don’t rush the relationship, and never confuse a past win with future loyalty. Consistency beats confidence every day of the week.☕ Coffee order: Flat white with “as many shots as possible” + cream milk🎶 Music: Instrumental / jazz-house vibes📺 Watching: Landman (Jessie’s up to Season 2)

This episode is a special one.To mark Episode 50 of Selling in the Paddock — and nearly 12 months on air — I invited a very special guest onto the show… my mum, Sally Stormont.At first glance, a primary school teacher and former newsagency worker might seem like an unlikely guest on a sales podcast. But as this conversation unfolds, it becomes clear: some of the most powerful selling lessons don’t come from sales training — they come from life.In this episode, Mum and I unpack the quiet skills that sit underneath great sales conversations:Selling ideas instead of giving instructionsWhy listening matters more than being “right”How trust is built over time — with kids, customers, and adults alikeWhat teaching, parenting, and customer service all have in commonHow calm, empathy, and preparation change difficult conversationsWe talk about growing up in a family-run newsagency, where relationships mattered more than transactions. We explore what it really means when people say “the customer is always right” — and why it’s actually about listening, not submission.We also go deeper into parenting:Navigating emotions with three kidsThe differences between eldest, middle, and youngest childrenHow feeling heard, seen, and safe shapes behaviourWhy connection always comes before influenceIf you sell for a living, lead people, raise kids, or work with humans in any capacity — this episode will land.It’s honest. It’s practical. And it’s a reminder that the best sales skills are deeply human ones.Why “selling the why” works better than telling people what to doHow teachers sell curiosity, confidence, and beliefWhat to do when emotions are high and conversations are hardThe role of empathy in trust and influenceWhy listening is still the most underrated skill in salesCoffee order: Extra-hot skinny latteMusic loves: Neil Diamond, ABBA, Fleetwood Mac, The Rolling StonesCurrently watching: Landman and ShrinkingThis one’s close to my heart.I hope you enjoy it as much as I did.🎧 Tune in now.🔥 You’ll hear:☕ Rapid Fire with Sally:

In this episode of Selling in the Paddock, Georgia heads to California (well… via Zoom) to talk tomatoes, trust and teamwork with William “Skeeter” Bethea from The Morning Star Company – the processor behind around 40% of California’s processing tomato crop.Skeeter lifts the lid on how Morning Star runs a massive, highly technical tomato operation with no traditional bosses, and what that actually looks like day to day for the people growing, transplanting, harvesting and moving fruit through the factories.Together, we dig into:🌱 From seed to sauce – how Morning Star handles transplants, harvesting and trucking across Bakersfield, Sacramento and beyond🧠 Planning backwards – why they start with factory demand and work back through the whole supply chain🤝 Trust and collaboration – building relationships in a no-boss structure and why staying in your lane helps the whole team win📊 Data, timing and adaptability – using growing degree hours, soil types and forecasts to hit tight processing windows🍅 Yield vs flavour – stories from tomatoes, berries and onions, and what happens when “through the windscreen” meets “it has to taste good”🧭 Integrity in ag – what Skeeter learned from a short detour into cannabis and why he came back to mainstream agriculture🏈 Football and field teams – how American football tactics mirror high-performing teams in ag and sales

In this episode of Selling in the Paddock, Georgia sits down with Steve Fuller, Director of Buzz and Growth at BeeStar – and a man who’s spent more than 40 years working with bees.Georgia admits she’s completely obsessed with bees, and Steve does not disappoint. He takes us inside the hive, explaining how colonies really work, why bees are so critical to Australian agriculture, and how technology like remote hive monitoring is changing the way beekeepers and growers work together.From almonds and blueberries to canola, clover and seed crops, Steve breaks down how managed pollination can dramatically lift yield and tighten the agricultural footprint – and why trust and communication between beekeeper and grower is non-negotiable.Along the way, Georgia and Steve explore what human teams can learn from bee colonies: shared purpose, calm leadership, and treating others how you’d like to be treated… just maybe without ripping anyone’s head off.From sawmilling to beekeepingHow Steve went from a sawmill job to beekeeping after his brother “found a great job” – and why he still isn’t sick of bees after four decades.How a hive really worksThe roles of workers, drones and the queen, how queens mate and lay up to seven million bees’ worth of eggs, and why everything in the hive is done for the good of the colony.Pollination and yield – why bees matterHow managed bees support crops like blueberries, raspberries, blackberries, macadamias, almonds, stone fruit, citrus, melons, pumpkins, canola seed, lucerne and clover – and why bringing in bees can boost yield by 10–48%.Monocropping, genetics and “missing” pollinatorsWhat happens when large monocrops push out natural pollinators, how modern varieties can unintentionally lose nectar or pollen, and why that changes what we see – and don’t see – in the paddock.Bees vs other pollinatorsWhere bees fit alongside flies, moths, bats, birds and wind, and why managed hives are such a powerful, controllable tool for growers.B Star and remote hive monitoringHow B Star uses in-hive sensors to track temperature and humidity, feeding data to an app that shows hive health using a simple traffic-light system – and how this helps both beekeepers and growers know if hives are truly working.Working with growers (and preventing bee carnage)Why spray timing and honest conversations matter, what happens when bees can work under a full moon, and how mis-timed spraying can undo months of work.Leadership and culture lessons from the hiveWhat Steve’s learned about calm energy, respect and reciprocity: treat bees (and people) how you’d like to be treated, don’t barge into their “house” and take everything, and know when to walk away on a bad day.Rapid fire with SteveHow he winds down (hint: 2,500+ bee books…), why he still finds bees endlessly fascinating, and the mindset he takes into every hive.