Serve-Ag, one of Tasmania’s long-standing and leading local agribusiness companies, is strengthening ties with parent company Muirs to further bolster its ability to provide the best service, expertise, and technology to the State’s growers.
As the almost 50-year-old company enters this new phase, it will transition to the new Muirs brand, creating a single national identity for the organisation officially from 1 August 2024.
The Muir Group purchased Serve-Ag in 2016, with General Manager for Muirs James Muir saying it has been run as a combined part of the overall business since then in all but name.
“With the modernised position of our retail brand to Muirs nationally, now is the right time to make this important change across the Serve-Ag network to help us maintain sustainable growth into the future.
“This consolidation of our identity in Tasmania reflects the strong integration we already have between the businesses in all areas except name. It is really the final step in formalising what we’ve already had in place and allows us to expand our linkages under a truly national identity.”
Mr. Muir says the common history of both business makes it a logical progression.
“We pay significant respect to the Serve-Ag brand, which is built on a long-term approach of partnering with local growers to add value. Serve-Ag’s founders and the Muir family have always been close. That friendship led to the foundation of IHD (Independent Horticultural Distributors) in 1986, now known as AgLink, and made our acquisition in 2016 a natural fit for both businesses.
“The local team here are known for their drive to ensure Tasmanian growers have everything they need to thrive. It has cemented the company’s leading position in the diverse Tasmanian agricultural sector. The integration now into a single Australian fourth-generation family-owned agricultural identity continues to build on that relationship, setting the full business up for the future.”
Regional Business Manager for Tasmania, Rob Salmon, says the local team’s focus remains the same. He says the move will result in operational efficiencies and a streamlined experience for customers. This includes in areas such as tech solutions, combined trial activities, and shared training and agronomic education programs.
“As Serve-Ag, we’ve always developed and valued our strong relationships with local and leading growers, and this won’t change. Our goal has always been to help improve the profitability and sustainability of Tasmanian agriculture, and we’re firmly focused on continuing to deliver the best agronomic advice, products, and service with access to the latest technology – just at greater scale.
“Our Tassie team members are particularly specialised in a diversity of crop segments from a wide range of vegetables, pome and stone fruit, cherries, berries, wine grapes, forestry, pasture, and animal production along with some very high-value niche crops and farming systems. So exposing this knowledge and expertise to our national teams will enhance our offering across the board.
“Likewise, Tasmanian growers will benefit from greater consolidation and access to key crop segment leads and development teams. It means we can bring the best technologies and thinking to the market more sustainably to best support the future of farming and growers’ needs nationally.”
Mr. Salmon says the fundamentals remain.
“While you will see a new sign on the door and logos on our shirts, we have been one integrated business for eight years now. Our focus on the relationships between our local team members, our clients, and the farming community remains paramount. Nationally, the breadth of agronomic experience we offer will further benefit local growers to Grow Forward together and further position Muirs as a progressive leader across the Australian ag retail sector.”
The Muirs integration will be rolled out across the company’s seven Serve-Ag Tasmanian branch locations (Devonport, Brighton, Huonville, Wynyard, Longford, Smithton, and Scottsdale) in the next few months. Ultimately, the legal entity and bank details remain the same with email addresses and the website transitioning to muirs.co from 1 August. More information can be found via the website or by contacting your local representative.
