What Granular Products does

Granular Products is an Australian-owned developer, manufacturer, and supplier of granular herbicides and pesticides, founded in 2002 by Graham Barrett and headquartered in Kawana (Rockhampton), Queensland, with a regional office in Orange, New South Wales. The company's product portfolio centers on three proprietary active-ingredient families: the Regain line (Tebuthiuron granules at 200, 400, and 750 WG strengths) for woody weed control, the HEX line (Hexazinone in granular and liquid form) for vegetation management along fence lines and infrastructure corridors, and Flupropanate and its liquid variant FluPro for invasive grass control, with adjacent products Mousemaster 25 (zinc phosphide pellets for broadacre mouse control) and MOZX (Bti larvicide for salt-marsh mosquito control). Its core technical differentiator is a rain-activated granule formulation that remains stable until natural rainfall releases the active ingredient at the point of weed germination, combined with compact spherical dust-free granules engineered for precision aerial application at up to four times the coverage of standard formulations, and the company holds the position of first and only producer of granular Flupropanate in Australia.

The business operates a hybrid go-to-market model combining regionally-assigned Technical Sales Specialists covering Queensland, New South Wales, Northern Territory, Western Australia, and South East Queensland, with a national network of rural resellers providing local product access and recommendation. Application is delivered through three channels — fixed-wing and helicopter aerial application, drone application, and DIY ground application — supported by on-farm consultation, property mapping, and tailored agronomic prescription. Pricing is quote-based and pay-as-you-go across a SKU range spanning 750g shakers to 500kg drums, with revenue generated from one-time product sales plus professional application services sold primarily to SMB Australian graziers and beef cattle producers managing pasture on large, often uneven rural properties.

In May 2024 the company transitioned to new ownership under CEO and Managing Director Ebert Terblanche, with Murray Norman as Chair, while founder Graham Barrett was retained in a Director of Research role. The post-transition agenda has prioritized R&D expansion (including the appointment of a dedicated Director of Research and Technical Specialist), a new CRM and refreshed marketing, a dedicated North Queensland sales hire, and a Cattle Australia Platinum Partnership, with a new granular herbicide product announced for 2026 launch. The company has 11-50 employees, is privately held with no disclosed parent or institutional investors, and is currently navigating the APVMA review of Flupropanate as a regulatory watch-item.

Name

Granular Products

Legal name

Granular Products

Website

https://granularproducts.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Granular Products is an Australian-owned developer, manufacturer, and supplier of proprietary granular herbicides and pesticides (Regain Tebuthiuron, HEX Hexazinone, Flupropanate, Mousemaster, MOZX) serving SMB Australian graziers and beef cattle producers through Technical Sales Specialists, a national rural reseller network, and aerial, drone, and ground application services.

Ownership category

akta.pro rank

Product category

Agricultural herbicides and pesticides

NAICS

Pesticide and Other Agricultural Chemical Manufacturing (32532)

SIC

Agricultural Chemicals (2870)

akta.pro primary industry

Herbicides (AFABAAAA)

akta.pro secondary industry

Mosquito Control Products (Larvicides, Dunks, Foggers) (CRAJAHAI)

Keywords

• Granular herbicides
• Woody weed control
• Aerial herbicide application
• Invasive grass control
• Pasture management chemicals

Headquarters

HQ city

Kawana Waters

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Herbicide Product Sales: Sale of proprietary granular herbicide and pesticide products including Regain (200, 400, 750 WG), Flupropanate, FluPro, HEX (100 Granular, 250 Liquid), Mousemaster 25, and MOZX. Products sold through rural resellers and direct channels in various packaging sizes (20kg bags, 10kg boxes, drums, etc.).
2. Application Services: Professional herbicide application services including aerial application (fixed wing and helicopter), drone application, and ground application support. Technical Sales Specialists provide on-farm consultation, land assessment, mapping, and tailored recommendations as part of service delivery.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Granular Products develops, manufactures, and supplies proprietary granular herbicide and pesticide products (including the Regain Tebuthiuron line, Flupropanate, HEX Hexazinone line, FluPro, Mousemaster 25, and MOZX) for control of woody weeds, invasive grasses, mice, and mosquitoes on Australian rural land. The company complements its chemical products with on-farm technical consultation, property mapping, and aerial, drone, and ground application services delivered by Technical Sales Specialists and approved applicators.

Product overview

Granular Products is an Australian-owned and operated company offering a portfolio of granular herbicide and pesticide products for agricultural land management. The product range centers on three core herbicide families: the Regain line (Regain 200, Regain 400, Regain 750 WG) containing Tebuthiuron for woody weed control; the HEX line (HEX 100 Granular, HEX 250 Liquid) containing Hexazinone for vegetation management; and Flupropanate/FluPro for invasive grass control. Additional pesticide products include Mousemaster 25 (zinc phosphide mice control) and MOZX (Bti larvicide for mosquito control). Products are applied through aerial, drone, or ground methods, supported by Technical Sales Specialists providing tailored advice and application planning services.

Differentiator

Problem solved

Functional benefit

Products and services

• Regain 200 Tebuthiuron granule herbicide for controlling woody weeds and shrubs including African Boxthorn, Belah, Black Tea Tree, Blue Heliotrope, and various Eucalypt species. Crystalline silica-free formulation designed for precision aerial application.
• Regain 400 Double-strength Tebuthiuron granule herbicide delivering twice the active ingredient of Regain 200. Features smaller, spherical, dust-free granules for precision aerial application, with up to four times the coverage. Targets woody weeds including Silver Leaved Ironbark, Broadleaf Tea Tree, Brown Box, and Brigalow.
• Regain 750 WG Water-dispersible granule (WG) formulation containing Tebuthiuron for controlling woody weeds. Designed to dissolve in water for easy spraying using existing equipment including camera sprays and boomless nozzles. Targets weeds such as Prickly Acacia, Dawson Gum, Gidgee, Groundsel Bush, and Gum-Topped Box.
• Flupropanate Australian-made and owned granular herbicide for controlling invasive grasses including Giant Rat's Tail Grass, Parramatta Grass, Serrated Tussock, Chilean Needle Grass, and African Lovegrass. Root-absorbed herbicide that disrupts cell wall synthesis in invasive grasses over 2-12 months. Available in 750g Shaker and 20kg Bag formats.
• FluPro Liquid alternative to Flupropanate for managing invasive grasses. Provides the same trusted results as Flupropanate in liquid form. Available in 5L Drum and 20L Drum formats.
• HEX 100 Granular Hexazinone granular herbicide for controlling woody weeds. Slow-acting herbicide that gradually disrupts photosynthesis to eliminate unwanted weeds. Designed for long-lasting vegetation control over 3-12 months along fence lines, railways, and infrastructure corridors. Available in 10kg Box.
• HEX 250 Liquid Hexazinone liquid herbicide for spot-gun and stem injection applications. Versatile solution for managing regrowth and weeds via air, ground units, spot-gun, or stem injection. Targets Dogwood, False Sandalwood, Grey Box, Blakely's Red Gum, and other woody weeds. Available in 10L Drum.
• Mousemaster 25 High-quality zinc phosphide mice control pellets for Australian agriculture. Australian-made 4mm pellets designed for broadacre use, resisting moisture and light showers. Lethal with one pellet, releasing phosphine gas for quick, humane outcome. Non-germinating with low secondary poisoning risks. Available in 15kg Bucket, 125kg Drum, and 500kg Drum.
• MOZX Innovative granule bacillus thuringiensis (Bti) solution for mosquito control in Australian salt marshes. Features higher bulk density for greater coverage and faster application. Achieved 100% control of Aedes vigilax larvae within eight hours in trials. Environmentally friendly with low toxicity to non-target species. Available in 20kg Bag and 500kg formats.
• Herbicide Application Services Professional herbicide application services including aerial application via fixed wing aircraft and helicopter, drone application for smaller or uneven properties, and ground application support. Includes on-farm consultation, property assessment, and mapping by Technical Sales Specialists, with products applied via approved aerial applicators, drone operators, or self-service ground application by landholders.

Quantifiable outcome

• More than doubled carrying capacity on treated country
• +3 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Cattle AustraliacoreGTM or Marketing Partner · 1 May 2024Granular Products joined Cattle Australia as a Platinum Partner, providing visibility and engagement in industry conversations. This partnership enables contribution to practical outcomes for beef producers and positions the company as a trusted partner in Australian agriculture.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Others

• Elders Limited: Elders is Australia's largest pure-play rural services business providing agricultural inputs, advisory, and agency services to Australian farmers. Comparable as a key channel partner and rural reseller through which Granular Products reaches end customers, and a former employer of one of Granular Products' Technical Sales Specialists.

Broad incumbents

• FMC Corporation: FMC Corporation is a global agricultural sciences company offering crop protection, plant health, and pest management products. Comparable as a broad incumbent with herbicide and pest control portfolios that overlap with Granular Products' Australian ag inputs offering.
• Nufarm: Nufarm is an Australia-headquartered global crop protection company with a broad herbicide and pesticide portfolio serving similar agricultural customers. It is comparable as a much larger incumbent in the same Australian agricultural chemicals market, though Granular Products' niche focus on granular formulations distinguishes it.
• Bayer Crop Science: Bayer Crop Science is one of the world's largest crop protection and seed companies, with broad herbicide offerings relevant to pasture and rangeland management. Comparable as a global incumbent operating in the same Australian ag chem space with overlapping chemistries.
• UPL Limited: UPL is one of the world's largest crop protection companies with a broad herbicide, insecticide, and fungicide portfolio and a strong presence in Australia. Comparable as a broad incumbent supplying overlapping chemistries and customer segments in the Australian pasture management market.
• Corteva Agriscience: Corteva is a global agricultural inputs major offering crop protection chemicals, seeds, and digital tools to farmers worldwide. It is comparable as a broad incumbent in the same crop protection chemistry space, competing for share-of-wallet with Australian graziers and pastoralists.
• BASF Agricultural Solutions: BASF's agricultural solutions division supplies herbicides, fungicides, and insecticides globally, including pasture and rangeland weed control products. Comparable as a broad incumbent with overlapping active ingredients and overlapping customer base in Australian agriculture.
• Adama: Adama is a global crop protection company offering a broad portfolio of herbicides, insecticides, and fungicides to farmers worldwide. Comparable as a broad incumbent competing across similar active ingredients and customer segments in Australian agriculture.
• Sumitomo Chemical: Sumitomo Chemical is a Japanese chemical major with a global crop protection business including Australian operations. Comparable as a broad incumbent offering herbicides and pest control chemistries with overlap in Australian agricultural markets.

Direct peers

• Imtrade Australia: Imtrade is an Australian-owned agrochemical formulator and distributor focused on crop protection products for the Australian market. Comparable as a direct peer — a smaller Australian specialty agrochemical company competing for similar grazier and pastoralist customers with overlapping chemistries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/granularproducts
• LinkedInlinkedin.com/company/granularproducts
• Instagraminstagram.com/granularproducts

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Granular Products