Celebrating 120 Years of Agricultural Advancement

A global leader in pasture seed development

“We’re part of the Royal Barenbrug Group, a Dutch-based company,” says Tom Dickson, Managing Director of Barenbrug Australia, “Last year, in 2024, we proudly celebrated 120 years of history and success.” The milestone marks more than just longevity—it reflects the company’s enduring commitment to supporting farmers, improving livestock productivity, and strengthening food systems. 

Since its founding in 1904, Barenbrug has evolved from a pioneering European enterprise into a globally respected leader in pasture seed development, shaping agricultural landscapes across Europe, Australia, and beyond. 

Decades of growth on Australian soil

Barenbrug’s expansion into the Australian market is a story of calculated growth and strategic integration. Although the Barenbrug name was only formally adopted in Australia in 2018, following a unified global rebrand, the company’s presence in the region dates back more than 30 years. A key milestone was the acquisition of Heritage Seeds, a respected local seed company that provided a strong foothold and deep knowledge of the domestic market.

Growth continued with the absorption of Seedmark in 2011 and the strategic acquisition of Blue Ribbon and Australian Premium Seeds in 2019. Each move represented a deliberate step forward in strengthening Barenbrug’s product diversity, expanding its customer base, and reinforcing its supply chain capabilities. Today, Barenbrug Australia operates as an agile and formidable force in the forage seed industry, maintaining a stronghold that stretches from the temperate pastures of Tasmania to the rugged cattle country of northern Queensland.

Strategic synergy

Operating under the expansive Royal Barenbrug Group offers a unique advantage. The company benefits from the global group’s long-term vision and broad strategic oversight, while retaining the flexibility to respond to regional market dynamics. “All the operational companies operate a little bit independently of the global group… so we can adapt to our local markets with some agility,” Dickson explains.

This dual structure allows Barenbrug to maintain high standards and leverage international research while making locally informed decisions. “There is a real benefit in being part of a large business with a global network, but also having the ability still to be part of a family business and local entrepreneurship,” he adds. 

Precision breeding for local and global markets

Barenbrug Australia’s operation is driven by the development of high-performance forage seed genetics, also known as germplasm. The company’s primary focus is on serving the livestock industries, with tailored solutions for three major sectors: temperate red meat (encompassing beef and lamb), subtropical and tropical beef, and dairy. Each sector presents its own climatic and environmental demands, and Barenbrug has developed a portfolio of products specifically suited to these varied regions.

Yet Barenbrug’s reach extends well beyond domestic boundaries. About 20% of its total revenue is derived from international markets, with strong demand from South America, South Africa, and parts of the Middle East. These markets rely on the superior genetics developed and produced in Australia, where unique environmental conditions enable the creation of highly adaptable, resilient seed varieties.

However, global operations also mean navigating volatile geopolitical and environmental factors. As Dickson notes, the sudden regulatory changes in Saudi Arabia, once a key buyer, significantly impacted export strategies. Still, the company’s ability to pivot and refocus its efforts emphasizes the strength and resilience of its business model.

A rapid pivot under pressure

“Saudi Arabia decided to stop importing certain seeds due to water restrictions,” Dickson reveals. With no warning, one of their key markets vanished overnight, forcing Barenbrug to remove 10% of its revenue from the annual budget just weeks before the end of the fiscal year. “We had a major restructuring… which unfortunately resulted in a 15% reduction in our workforce.”

The sudden change exposed the realities of long lead times and inventory-heavy operations. “We produce seed with 18-month lead times. Once something changes overnight, and you’ve already committed to the product, it has a big impact on inventories,” he says. Despite the pressure, Barenbrug adapted, streamlined operations, and continued to uphold its commitment to delivering high-quality seed to its customers.

Barenbrug’s market is complex, its processes multifaceted. Domestically, the company operates through a distribution network that includes partners such as Elders and Nutrien. “We see our customer as both the end user—the farmer—and also the channel partner. We want to create value right across the value chain,” Dickson says. That value creation is powered by the genetic gain Barenbrug delivers, making farming more profitable while strengthening its competitive advantage.

Innovation through R&D ecosystem

The seeds themselves are the product of a deep and collaborative innovation ecosystem. Barenbrug draws from a global R&D network that spans 17 countries, while also running its local breeding programs. “The whole process is 12 to 13 years from the time you make crosses to delivering a product,” Dickson notes. Public-private partnerships also play a critical role. For example, Barenbrug has collaborated with the South Australian Research and Development Institute (SARDI) for over 30 years on a lucerne breeding program—the longest-running of its kind in Australia.

Other innovative alliances include DairyBio (a partnership between Dairy Australia, AgriBio, and Agriculture Victoria) and the Zero Net Emissions Cooperative Research Centre, where Barenbrug is investing in low-emission forage development in collaboration with the University of Queensland. “We think we can have a big impact downstream on emissions intensity,” Dickson says. “Improved quality improves the amount of carbon dioxide equivalent or methane produced per kilogram of live weight.”

From seed to shelf

The seed production journey at Barenbrug is an intricate and carefully managed process that spans the length and breadth of Australia. With hundreds of contracted growers located from Tasmania in the south to the Atherton Tablelands in far North Queensland, the company leverages the unique conditions of each region to cultivate seed varieties specifically suited to their respective climates and soil types. This decentralised model not only ensures geographic diversity and risk mitigation but also guarantees access to the best environmental conditions for producing high-quality seed.

Once harvested, the raw seed is delivered to third-party processors where it undergoes a rigorous cleaning process to remove impurities, debris, and unwanted seed species. The cleaned seed is then blended and coated to enhance its agronomic value and ensure a higher rate of establishment and productivity once it reaches the paddock. Barenbrug partners with GTE Technology who provide coating equipment, to apply proprietary seed coatings that include protective polymers, lime, micronutrients, and biological agents such as rhizobia—beneficial bacteria that enable legumes to fix atmospheric nitrogen naturally. This stage of the process is critical in equipping farmers with seeds that are not only high-performing but also sustainable and environmentally responsible.

Logistics and distribution then take center stage, with Barenbrug working alongside key freight and warehousing partners to move seed efficiently across the supply chain. Whether delivering to central distribution hubs or directly to reseller partners, the company maintains a laser focus on timeliness, quality control, and customer satisfaction. From the ground to the gate, every step in the supply chain reflects Barenbrug’s commitment to excellence.

Data and DNA

On the technology front, Barenbrug is deeply invested in digital infrastructure and data-driven agriculture. Internally, the company uses sophisticated software platforms to manage every phase of the seed formulation and manufacturing process. For seed coating, systems track detailed ‘bill of materials’ for each product, ensuring that ingredients such as lime, fungicides, trace elements, and polymers are measured, mixed, and applied with precision.

Barenbrug’s R&D programs benefit from advanced statistical and genomic tools. Programs such as R and Genovix are used to store and analyze vast volumes of breeding data, while cloud infrastructure, including Amazon Web Services, supports scalable genomic selection initiatives. This allows Barenbrug scientists to predict the field performance of new varieties based on DNA sequencing, accelerating the breeding cycle and increasing genetic gain across generations. Through these innovations, Barenbrug is pushing the boundaries of what’s possible in sustainable agriculture.

People-first culture

But what is it like to work at Barenbrug? According to Dickson, culture is everything, and it begins with the people. “We have that friendly, family-type culture. Innovation is a cornerstone, as is collaboration. We invest in our people and care for each other,” he says.

This focus on people manifests in numerous ways. Barenbrug places strong emphasis on professional development, offering structured training pathways, leadership coaching, and regular performance feedback to ensure all employees are equipped to grow in their roles. Team cohesion and open communication are actively encouraged, with cross-functional collaboration forming the backbone of many strategic initiatives.

Positioned for long-term growth

Looking ahead, Barenbrug is focusing on four key strategic pillars: market-led innovation, operational efficiency, investment in people, and advancing its technology platform. “We want to create more differentiation between us and our competitors,” Dickson says. “And that means investing in molecular technology, gene editing, and adaptive breeding.”

Operational efficiency is just as critical. With climate volatility and unpredictable demand patterns, Barenbrug aims to remain lean, resilient, and agile. “We can’t be a cost-heavy business,” Dickson stresses. “We have to be able to weather the downturns and still deliver our commitments.”

Whether serving Australian graziers or dairy farmers in South Africa, the Barenbrug mission remains steadfast: deliver consistent, high-performing forage solutions that create real value on the ground. With its century-plus legacy, global support system, and laser focus on innovation, Barenbrug is poised to continue leading the field—literally and figuratively—for decades to come.

At a Glance

Who: Barenbrug Australia

What: A leading seed company committed to the research and development of high-quality pasture and forage seeds, cropping, turf, and seed enhancement solutions tailored to Australian agriculture.

Where: Australia

Website: www.barenbrug.com.au

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