A Year in Review with Granular Products’ New CEO
A Year in Review with Granular Products’ New CEO
Since transitioning to new ownership in May 2024, Granular Products has remained focused on steady, practical progress. The past year has centred on maintaining the strong foundations already in place while continuing to deliver what the business has long been known for: reliable herbicides, practical on-farm support and genuine value for graziers across Australia.
CEO Ebert Terblanche has dedicated this time to understanding the people, systems and long-standing customer relationships that underpin the business.
“My priority in this first year was to listen,” he says. “You can’t lead well until you understand what already works and why people trust you.”
Strengthening Systems, Service & Support
Over the past year, Granular Products has made thoughtful improvements across several key areas of the business. One of the most significant has been the expansion of research and development. The R&D program now includes a Director of Research, Eliza Barrett, internal team progression and the appointment of Kerrie Sagnol as Technical Specialist. This increased capability supports the continuation of research projects that align closely with industry needs, consistent with Granular Products’ longstanding history of Meat & Livestock Australia–aligned work.
Ebert says this investment is essential for the company’s long-term direction.
“Strong research is the backbone of any product that’s built to last,” he explains. “Producers deserve solutions that are tested properly and backed by real data.”
Behind the scenes, the business has strengthened its internal systems with a new CRM, updated processes and a refreshed website and marketing strategy, all designed to help resellers and customers receive clearer communication and more consistent service.
“Good businesses run on good systems,” Ebert says. “If we want to support resellers and producers well into the future, our structure has to keep up with the scale of our ambition.”
Granular Products has also increased its on-the-ground presence. A dedicated North Queensland sales role now provides year-round local support, and the broader sales team continues to expand nationally. The business has re-established key trading arrangements and continues to grow its reseller network across both independent and corporate channels.
Industry engagement has also become a priority, highlighted by the company joining Cattle Australia as a Platinum Partner.
“Being part of industry conversations matters,” Ebert says. “We want to contribute to practical outcomes, not just sell products.”
Leadership Grounded in Agricultural Values
Ebert’s agricultural roots run deep, shaped by a childhood on his family’s South African farm.
“Agriculture has always been part of my life. It shaped who I am,” he says. That upbringing gave him a grounded understanding of what producers face and the value of reliable, long-lasting solutions.
When he and his wife chose to bring their four children to Australia, the motivation was clear:
“We wanted our kids to grow up in a country where agriculture is woven into the fabric of regional communities,” he says. “Australia felt like a place where we could build a life and contribute to something meaningful.”
After several years farming livestock in Tasmania and settling in Sydney, Ebert began searching for a business where he could invest long-term and create genuine value for graziers.
“I wanted to be part of something Australian-made, practical and genuinely supportive of rural families,” he explains. That search led him to Granular Products and ultimately to the ownership transition in May 2024.
This leadership approach is strongly supported by the Chair of the Board, Murray Norman, whose family has farmed near Wagga Wagga for five generations.
“Our priority is keeping Granular Products grounded in real farming insight,” Murray says. “Producers need practical solutions that fit Australian conditions, and that’s what guides our decisions.”
Together, Ebert, Murray and the board bring a blend of fresh energy, long-held agricultural values and a shared commitment to strengthening the business for years to come.
Looking to 2026 & Beyond
As Granular Products looks toward 2026, the business has a clear and confident vision. This includes expanding its national footprint, maintaining a strong on-farm presence, continuing to invest in research and embracing new technology such as AI and drone-based insights.
“Innovation only matters if it makes life easier on the farm,” Ebert says. “Everything we invest in has to lead back to practical outcomes.”
One major development on the horizon is the introduction of a new granular herbicide, a significant step forward for the company. Launching in 2026, this innovative new product reinforces GP’s commitment to Australian-made solutions and modern, reliable herbicide technology.
“We’re building products that give producers genuine confidence,” Ebert says. “That’s the benchmark.”
Granular Products is proud to remain small enough to stay personal while continuing to grow its capability and impact across Australia. As the business evolves, it remains dedicated to honouring its origins and supporting the future of Australian agriculture.
The past year has been one of steady progress, and the years ahead promise even more opportunities to support graziers, resellers, and rural communities nationwide.
For customers and resellers alike, this means clearer communication, stronger support, and an expanding range of high-quality products designed specifically for Australian conditions. Ebert remains committed to being out on the farm, speaking directly with producers and understanding their challenges firsthand.
“That connection matters. It keeps us honest,” he says.
