Ace Ohlsson

What Ace Ohlsson does

Ace Ohlsson is a New South Wales-based agricultural and horticultural input supplier and advisory business, operating as a wholly-owned division of ASX-listed Elders Ltd. Founded circa 1940 (with predecessor activity referenced from 1938) and headquartered within Sydney Markets, the company sells a comprehensive product portfolio spanning seeds (including its private-label Ace Seeds brand), fertilisers, agricultural chemicals, animal health and nutrition products, and rural merchandise/equipment, alongside specialised turf inputs.

The company supports these products with a qualified agronomy team (15+ named specialists with 85+ years of combined experience) that delivers pest and disease identification, soil and leaf testing, crop management advice, and property evaluations. A distinguishing technical asset is the Turfcare Laboratory, operated in partnership with Turfcare Australia, which provides disease analysis, nematode counts, microscopic analysis, fungal disease identification, plant nutrient deficiency testing, and seed germination tests for turf and vegetable growers.

Ace Ohlsson distributes through six physical branches across NSW (Sydney Markets, Campbelltown, Hawkesbury, Hunter Valley, Mudgee, Woolgoolga) with quote-based, transaction-priced product sales and a trading account offering (30-day net terms, online portal, disaster relief facility) for commercial customers. Revenue is generated primarily through one-time product sales, supplemented by agronomy professional services and an embedded financial services partnership with Elders Financial Services. Customer segments include commercial horticultural growers, home gardeners, livestock owners, turf professionals, and viticulture operators across NSW and broader Australasia (for the Turfcare Laboratory).

Name

Ace Ohlsson

Legal name

Ace Ohlsson Pty Ltd

Website

https://aceohlsson.com.au

Company type

Private

Founded year

1940

Operating status

Operating

Headcount range

51–100 employees

Short description

Ace Ohlsson is a NSW agricultural and horticultural input supplier and advisory business (division of Elders Ltd), selling seeds, fertilisers, AgChem, animal health products, and rural merchandise through 6 branches to commercial growers, home gardeners, livestock owners, turf professionals, and viticulture operators.

Ownership category

akta.pro rank

Product category

Agricultural and Horticultural Supplies Distribution

NAICS

Farm Supplies Merchant Wholesalers (42491)

SIC

Agricultural Services (700), Wholesale-Chemicals & Allied Products (5160)

akta.pro primary industry

Organic & Biological Input Retail (Biostimulants, Biopesticides, OMRI) (AFABAJAK)

Keywords

• Agricultural supplies
• Horticultural products
• Agronomy services
• Seed supplies
• Fertiliser distribution

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Agricultural Product Sales: Ace Ohlsson generates revenue through the sale of agricultural and horticultural products including fertilisers, agricultural chemicals (AgChem), seeds, rural supplies, animal health products, and produce feeds. Products are sold through branch network with trading account terms available for approved customers.
2. Agronomy Services: Expert agronomy consulting services provided by qualified agronomists, including pest and disease identification, soil and leaf testing, crop management advice, and property evaluations. Services support product sales and customer retention.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Ace Ohlsson is a diversified agricultural and horticultural supplier operating as a division of Elders Ltd, selling fertilisers, agricultural chemicals, seeds (including its own Ace Seeds private label), animal health products, rural merchandise, and horticultural supplies through six branches across NSW. The company complements its product range with qualified agronomy advisory services, the Turfcare Laboratory diagnostic facility, and trading account financial services for commercial growers.

Product overview

Ace Ohlsson is a diversified agricultural and horticultural supplier operating as a division of Elders Ltd, offering a unified portfolio of products and services to NSW growers. The core offering combines agronomy advisory services with a comprehensive product range including seed supplies (with proprietary Ace Seeds private label), fertilizers and agricultural chemicals, animal health products, rural merchandise, and specialized turfcare laboratory services. The company operates through multiple branch locations across NSW, providing localized access to these integrated product categories alongside financial trading account services, all supported by a team of qualified agronomists.

Differentiator

Problem solved

Functional benefit

Brands

• Ace Seeds: Private label offering flower, herb and vegetable seeds to cut flower and wholesale nurseries Australia wide, including vegetable seeds for commercial and specialist farmers.
• Turfcare Laboratory

Products and services

• Seed Supplies

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

20 partnerships are on record, tiered core and minor.

• Turfcare AustraliacoreStrategic or Co-development PartnerAce Ohlsson partners with Turfcare Australia, a wholly Australian owned company trading since 1997, to operate a state-of-the-art Turfcare Laboratory. This partnership provides disease analysis, pest identification, and diagnostic services for turf and vegetable growers across NSW, delivering next-day results and targeted product recommendations through Ace Ohlsson agronomists.
• ADAMAminorOthersAgricultural chemical supplier partnership providing crop protection products.
• AgnovaminorOthersAgricultural products supplier partnership.
• DLF SeedsminorOthersSeed supplier partnership for pasture and forage seeds.
• MitaviteminorOthersAnimal feed supplier partnership for horse and livestock nutrition products.
• NeutrogminorOthersCommercial grower fertiliser supplier partnership.
• NufarmminorOthersAgricultural chemical supplier providing crop protection products.
• Bayer Crop ScienceminorOthersLeading agricultural chemical company supplier partnership providing crop protection and Grower's Edge program resources.
• Corteva AgriscienceminorOthersAgricultural sciences company supplier partnership for crop protection and seed products.
• YaraminorOthersFertiliser supplier partnership providing crop nutrition products including Yaramila range.
• BASFminorOthersAgricultural chemical supplier partnership providing insecticides including Versys and Efficon products.
• HygainminorOthersAnimal feed and nutrition supplier partnership.
• VirbacminorOthersAnimal health products supplier partnership.
• H.M. ClauseminorOthersVegetable seed supplier partnership.
• ZoetisminorOthersAnimal health products supplier partnership.
• AgsafeminorOthersAgricultural chemical storage and handling standards organisation partnership.
• Campbell's InternationalminorOthersFertiliser supplier partnership.
• South Pacific SalesminorOthersAgricultural products sales partnership.
• Titan AGminorOthersAgricultural chemical supplier partnership.
• Elders Financial ServicesminorGTM or Marketing PartnerAce Ohlsson partners with Elders Financial Services to offer tailored finance solutions including home loans, agribusiness finance, asset and equipment finance, and insurance services to customers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Elders Ltd: Listed ASX parent company and broader Australian agribusiness network with rural supplies, livestock, real estate and financial services. Directly comparable product categories (fertilizer, ag chem, seed) plus agronomic advisory, and explicitly the corporate parent of the subject company.
• Nutrien Ag Solutions: Largest agricultural input retailer in Australia (formerly Landmark), offering fertilizer, ag chem, seed and agronomy across a national branch network. Closest large-scale direct competitor to Ace Ohlsson's core product lines.
• Landmark Operations (historical, now Nutrien): Pre-Nutrien legacy Australian rural retailer — included to reflect how the competitive set has consolidated. Comparable national branch footprint selling fertilizer, ag chem, seed and merchandise to Australian growers.
• Incitec Pivot Fertilisers (IPL): Major Australian fertilizer manufacturer and distributor. Overlaps with Ace Ohlsson's fertilizer and AgChem product category and competes for share-of-wallet with NSW growers.

Direct peers

• Norco Rural: Australian agricultural cooperative operating rural supply stores across northern NSW and QLD. Comparable mix of farm supplies, animal health and advisory serving commercial growers and livestock owners.
• AusWest Seeds: Australian seed supplier specializing in pasture, forage and turf varieties with distribution to rural retailers. Comparable to Ace Ohlsson's seed category and a supplier-partner relationship analogue.
• AGnVET Services: Regional Australian ag input retailer (owned by CRH Group) with branch network across NSW and VIC selling fertilizer, ag chem, seed and offering agronomic services. Highly comparable business model and customer base.
• CRT (Combined Rural Traders): Buying group and banner network for independent rural supply stores across Australia. Comparable channel structure and product range (fertilizer, ag chem, seed, animal health).

Others

• Yara Australia: Global fertilizer manufacturer supplying Ace Ohlsson (Yaramila range). Comparable as a supplier in the same product categories Ace Ohlsson retails.
• Nufarm: Australian-headquartered crop protection manufacturer and one of Ace Ohlsson's key suppliers (Nufarm products distributed through the branch network). Relevant as an upstream ecosystem participant and a likely competitor in adjacent channels.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SydAceOhlsson

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries3 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 Ace Ohlsson