From Seed to Sale – Jason Cooper’s approach to building grower partnerships

Great seeds don’t just appear in a grower’s hands—they go through years of research, trialling, and refinement. For 17 years, Jason Cooper has been at the heart of this process, helping farmers across Australia find the best varieties to improve yields and resilience. 

Coming from a family deeply rooted in horticulture and farming, Jason’s career began in forestry nurseries before moving into vegetable seedlings. That transition led him to Nunhems, where he now manages carrot, onion, and leek varieties across Australia. 

His role spans everything from trialling new varieties to forecasting sales and ensuring growers get the right seeds for their needs. With a national perspective, Jason can see the broader industry trends and challenges, helping growers navigate everything from varietal selection to supply chain issues. 

“The biggest challenge is that we’re working with a living product. A seed crop failure can mean shortages for years, so it’s crucial to be upfront with customers and help them plan ahead,” he explains. 

Jason’s extensive experience has also allowed him to connect Australian growers with their international counterparts, facilitating visits to the US and Europe to exchange knowledge. “Growers learn best from each other. If I can help them build those connections, that’s a huge advantage.” 

For Jason, the key to success is simple: know your product, understand your customer, and always follow through. 

“Trust is everything in this industry,” he says. “Growers don’t just want a supplier; they want a partner who understands their challenges and can help them succeed year after year.”

By combining his deep industry knowledge with strong relationships, Jason continues to help growers across Australia find the right solutions to succeed season after season.