The Australian Seed Federation (ASF) is the peak industry body for the Australian seed industry at the local, state, national and international level.

The ASF also represents its members internationally, as a member of the International Seed Federation (ISF) and the Asia Pacific Seed Association (APSA).

The ASF strives to deliver Sustainability, Leadership, Integrity and Collaboration on key issues including climate change adaptation, world food security, technological developments, trade, and the growth in productivity of Australian and international agriculture, through the delivery and supply of new and improved commodities and services to the market.


ASF Vision

A seed industry that drives productivity and sustainability in Australia and the world.

ASF Mission

To maintain and protect the sustainability of ASF members and the industry it represents through leadership, integrity, and collaboration.

ASF Strategic Plan 2019-2024

The ASF is pleased to provide our 5-year strategic plan which includes our Core Values, Key Deliverables and Structure of the Federation.

Please click on – ASF Strategic Plan 2019-2024


ASF Board of Directors

President: Mr Tim Pepper, Barenbrug

Mr Tim Pepper is currently Southern Region Commercial Manager for Barenbrug. Starting his seed career as a retail pasture advisor in SW Victoria before moving to Adelaide for love were he worked for Adelaide Seed Company for a short period before moving to CRT 1995. Since then, Mr Pepper has held state or national roles in IAMA, Landmark, PlantTech, Seedmark and Heritage Seeds most recently National Marketing manager for Heritage Seeds before his current role.

Mr Pepper believes that we all need to contribute to the future and sustainability of the seed industry and primary production in general. Mr Pepper has been active in several industry and farmer groups including being president of Grasslands society of Southern Australia, a Director of the Pasture Trials Network and member of the Plant Breeders Right consultative group.


Immediate Past President: Mr Michael Leader, Bayer CropScience

Mr Michael Leader leads seed regulatory efforts across the Asia region for Bayer CropScience’s entire crop portfolio, including seed movement issues management and seed law, variety registration and phytosanitary regulatory development advocacy activities.  Prior to this position, he led Monsanto’s Australia/New Zealand regulatory affairs team, including obtaining regulatory approvals for chemistry and biotechnology products, and managed ag biotechnology advocacy activities for CropLife International based in Brussels, Belgium.

Mr Leader has also been the Chair of ISF’s phytosanitary committee since June 2019 and chairs ASF’s Science and Technology Working Group.  Michael is based in Melbourne and holds both Science (Honours) and Law degrees from the Australian National University.


Vice President: Ms Rowena Petrie, Royston Petrie Seeds

Ms Rowena Petrie is the Managing Director of Royston Petrie Seeds, a family owned, wholesale supplier of seeds based in Mudgee, NSW. RP Seeds supply to nurseries, commercial growers, revegetation companies, wholesalers, market gardeners, primary producers and home gardeners in Australia and Overseas.

Ms Petrie is a respected name in the seed industry with a vast knowledge of seed cultivation and supply. Seeds, and the plants that grow from them, have been a passion of hers since she was a child, a passion she inherited from her father Royston Petrie. Ms Petrie is an advocate for seed industry training and passionate about passing on her wealth of knowledge to the next generation.


Vice President: Mr Barry Croker, Pacific Seeds

Mr Barry Croker is the Managing Director of Pacific Seeds (an Advanta Seeds company) and brings to the ASF Board more than 25 years’ experience in the agricultural sector. Over this time, Mr Croker has held senior leadership roles in domestic and international agricultural companies and has extensive experience working in a diverse range of countries, production systems, cultures, political and economic conditions.

Mr Croker was previously the Global Supply Chain Director at Advanta and Chairman of the LongReach Plant Breeders. Mr Croker has a Bachelor of Applied Science (B.A.Sc) Plant Protection from the University of Queensland and has completed the Advanced Management Program at the Harvard Business School.



ASF Regions

Western Region Chair: Vacant

Southern Region Chair: Mr Craig Myall, Synergy Seeds

Eastern Region Chair: Mr James Whitely, Australian Grain Technologies

South Eastern Region Chair: Mr Ashley Fraser, Baker Seed Co

Northern Region Chair: Mr Brent Scott, Barenbrug


ASF Working Groups

Science and Technology Working Group

Chair: Mr Michael Leader, Bayer CropScience

Secretary: Mr Chris Roberts, Nuseed

The Science and Technology Working Group’s focus is on providing members with the latest developments in agricultural science and technology. The group sees regular involvement from key government and industry stakeholders to collaborate on projects and work to tackle issues locally and globally.


Supply Working Group

Chair: Mr Anthony Black, Corowa Seeds

Secretary: Mr Andrew Landale, Seed Solutions Australia, SSA

The Supply Working Group represent companies involved with seed growing, seed processing and quality testing. The group’s focus is on the supply chain of seed from production through to end user.


Turf and Lawn Seed Working Group

Chair: Mr Mick Ahearn, Advanced Seeds

Secretary: Mr Peter Griffiths, DLF Seeds

The Turf and Lawn Seed Working Group’s focus is on the local testing and development of turf and lawn species. The group are responsible for the Australian National Turfgrass Evaluation Program (ANTEP) which is run to evaluate traits such as colour, density, seasonal growth, wear tolerance and spring transition.


Horticulture Working Group

Chair: Mr Tim March, Rijk Zwaan

Secretary: Mr Craig Hollings, Bayer Cropscience

The Horticulture Working Group’s focus is on providing members with the latest developments in the horticulture space locally and globally. The working group collaborate with government and industry to educate members and the public on topics such as Plant Breeders Rights (PBR), biosecurity and seed movement.


Education and Training Working Group

Chair: Ms Rowena Petrie, Royston Petrie Seeds

Secretary: Mr Rohan Wardle, AusWest Stephen Seeds

The Education and Training Working Group’s focus is to investigate and deliver programs which can build member skills, with a focus on developing and nurturing younger members. The group also works to improve the profile and presence of the ASF.


Market Access Working Group

Chair: Ms Cath Reed, Bayer CropScience

Secretary: Mr Shane Callahan, Callahan Seed

The Market Access Working Group’s focus is on seed trade including import/export to/from Australia. The group provide members with updates on seed movement from the Department of Agriculture, Water and the Environment and also advice on improving seed movement locally and globally.


Temperate Grass Seed Producers Group

Chair: Mr Robert Mizzeni, W Mizzeni and Sons

Secretary: Mr Bruce Guy, PGG Wrightson Seeds


Native Seed Industry Working Group

Chair: Mr Cameron Clark, AustraHort

Secretary: Ms Rowena Petrie, Royston Petrie Seeds

The newly formed Native Seed Industry Working Group’s focus is on the Australian Native Seed sector. The group provides members with updates, relevant news and industry opportunities for native seed companies across the country.



ASF Secretariat

Chief Executive Officer, Mr Osman Mewett

Manager – Industry Relations and Events, Ms Alysha Lockley

Manager – Public Affairs and Education, Mr Fergus Brown


For more information please contact the Australian Seed Federation on (02) 6282 6822 or enquiry@asf.asn.au.


Position Statement

– Biotechnology

The ASF supports choice in relation to crop biotechnology provided that the choice is based on sound science and respects the rights of others to also choose.

– Glyphosate

The ASF supports access to all approved agricultural chemicals. This includes support for the global consensus of science-based regulatory agencies, including the Australian Pesticides and Veterinary Medicines Authority (APVMA), that approved products containing glyphosate can continue to be used safely according to label directions.


ASF Corporate Sponsorship

Are you interested in being an annual corporate sponsor of the ASF?

We have developed a corporate sponsorship package which provides companies and organisations annual promotion and exposure as a corporate sponsor of the ASF. Please click on the link below for more detailed information.

ASF Corporate Sponsorship Package