Plant Growers

What Plant Growers does

Plant Growers Australia (PGA) is a wholesale production nursery founded in 1981 and headquartered in Wonga Park, Victoria, approximately 40 km east of Melbourne. The company operates two production sites totaling 32 acres (Wonga Park and Monbulk) and employs more than 100 staff. PGA develops, propagates, and supplies ornamental garden plants to retail nurseries, garden centres, landscapers, and other wholesale growers across Australia, with more than 95% of propagation conducted onsite at its state-of-the-art propagation facility.

The company's portfolio spans 300+ plant varieties, including 80+ proprietary varieties developed through its in-house Innovabred breeding program and protected under Plant Breeder's Rights (PBR). These proprietary releases are marketed under a portfolio of named sub-brands and collections including LAVINNOVA, DREAMERIA, MOON Series, FROSTKISS, SCENT FIRST, BORDER STARS, JAZZY, WINDFLOWER, BELLFLOWER, PERFECT POLLINATORS, BLOB, EXPLOSION, SUNSEEKERS, HEDGE with an EDGE, AFRICAN EYES, SNAP IN BLACK, POWDERPUFF, and HAPPY BELLS. PGA also sells young plants to other wholesale propagators, extending its commercial reach beyond finished-plant supply to retail channels.

PGA generates revenue through B2B wholesale of ornamental plants and propagation inputs to a distributed network of Australian customers. The company holds AQIS Quarantine Facility approval, enabling international sourcing of plant genetics to support the breeding pipeline. Sustainability is a stated operational priority, with claimed reductions of 90% in mains water consumption, 50%+ in chemical usage, and the elimination of approximately 2.5 million plastic units annually through adoption of wood-fibre "Fertil" pots. Industry recognition includes the 2014 National Plant of the Year (Princess Lavender), the 2013 Australian Business Award for Product Innovation, and the 2008 Victorian Business Awards Export & Wholesale. The company is privately held by directors Michael Cole, Howard Bentley, and Steve Eggleton.

Name

Plant Growers

Legal name

Plant Growers Australia Pty Ltd

Website

https://pga.com.au

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

Plant Growers Australia is a privately held wholesale production nursery operating two 32-acre sites in Victoria, supplying 300+ ornamental plant varieties — including 80+ proprietary PBR-protected releases from its Innovabred breeding program — to retail nurseries, landscapers, and other wholesale growers across Australia.

Ownership category

akta.pro rank

Product category

Wholesale Ornamental Nursery

NAICS

Nursery and Floriculture Production (11142), Nursery and Tree Production (111421)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Nursery Production (Woody Ornamentals: Trees, Shrubs, Roses) (AFAGAHAF)

akta.pro secondary industries

Plant Breeding & Variety Development (Conventional) (AFAGAIAF), Nursery Stock & Propagule Production (Cuttings, Rootstocks, Grafts) (AFAGAIAO), Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs) (AFAGAHAE)

Keywords

• Wholesale nursery plants
• Ornamental plant breeding
• Plant propagation services
• Garden plant supply
• Horticultural wholesale

Headquarters

HQ city

Wonga Park

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Plant Sales: B2B wholesale production nursery selling ornamental garden plants to retail nurseries, garden centres, landscapers and other trade customers across Australia.
2. Young Plant Supply: Provides other wholesale growers with young plants propagated in their state-of-the-art propagation facility for their own production.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Plant Growers Australia (PGA) is a wholesale production nursery that breeds, propagates, and supplies ornamental garden plants to retail nurseries, landscapers, and trade customers across Australia. The company runs the Innovabred proprietary breeding program producing 80+ proprietary cultivars, sits within a 300+ variety ornamental plant catalogue, and operates two production sites of approximately 32 acres in Wonga Park, Victoria. Sale of the propagated and bred plant stock — at wholesale to trade buyers — is the fundamental revenue-generating activity.

Product overview

Plant Growers Australia (PGA) operates as an innovative wholesale production nursery offering over 300 ornamental garden plant varieties, both native and exotic, for the Australian market. The core product is its extensive plant catalog, supplemented by branded collections developed through its proprietary Innovabred® breeding program. Key branded collections include LAVINNOVA® Lavenders (premium Australian-bred lavenders with over 25 years of refinement), DREAMERIA® (tightly mounded Armeria with globe-shaped blooms), Convolvulus MOON Series® (compact floriferous ground covers), and Hellebore FROSTKISS® (winter-flowering shade plants). Additional specialty collections encompass Salvia, Euphorbia, Dianthus SCENT FIRST, Tulbaghia BORDER STARS®, JAZZY™ Geums, WINDFLOWER Anemones, BELLFLOWER Campanula, PERFECT POLLINATORS®, Sedum BLOB®, Lampranthus EXPLOSION®, PHLOX, FLOWERBURST®, VIOLAS, HEDGE with an EDGE®, Rhodanthemum AFRICAN EYES, Echinacea SUNSEEKERS®, SILVERDUST Arctotis, Fuchsia HAPPY BELLS™, Antirrhinum SNAP IN BLACK™, and Scabiosa POWDERPUFF™. The company also provides plant finder tools, factsheet downloads, and retail location search functionality.

Differentiator

Problem solved

Functional benefit

Brands

• LAVINNOVA® Lavenders: Premium quality lavender plants developed through a dedicated Australian Innovabred® breeding program with over 25 years of refinement.
• DREAMERIA®
• MOON Series®
• FROSTKISS®
• INNOVABRED™
• SCENT FIRST
• BORDER STARS®
• JAZZY™ Geums
• WINDFLOWER Anemones
• BELLFLOWER Campanula
• PERFECT POLLINATORS®
• BLOB®
• EXPLOSION®
• SUNSEEKERS®
• HEDGE with an EDGE®

Products and services

• Innovabred proprietary ornamental plant varieties Proprietary branded ornamental plant cultivars developed and stewarded by PGA through its Innovabred breeding program, sold wholesale to Australian retail garden centres, landscapers, and propagation customers as differentiated Australian-adapted genetics.
• Wholesale ornamental plant catalogue (300+ varieties) Wholesale ornamental plant range of 300+ varieties — including the 80+ Innovabred proprietary cultivars — propagated and grown by PGA across its two 32-acre Wonga Park, Victoria sites and supplied to retail garden centres, landscapers, and on-growers across Australia.
• “Where to Buy” trade buyer locator service Consumer-facing retailer locator that directs home-gardener demand for PGA-grown plants — including Innovabred varieties — to authorised Australian retail nursery resellers, supporting trade-channel sales without PGA selling direct to end consumers.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• LavinnovacoreChannel Partner/ Reseller/ DistributorLavinnova is a related entity representing the premium lavender brand with dedicated website lavinnova.com.au. The LAVINNOVA collection represents PGA's world-leading lavender breeding program of 25+ years with varieties including The Princess Lavender, The Queen, Fairy Wings and Ruffles ranges. Lavinnova operates as a branded sub-brand channel for PGA's proprietary lavender varieties.

Scale indicators10 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Ozbreed: Australian wholesale nursery and plant breeding company focused on landscape-grade and environmental plants bred for Australian conditions. Highly comparable to PGA in proprietary breeding, PBR-protected genetics, and trade-focused wholesale distribution, with a stronger emphasis on landscape/turf versus ornamentals.
• Anthony Tesselaar Plants: Australian-based wholesale plant breeder and marketer specializing in innovative, globally-bred ornamental varieties for the trade. Direct comparable to PGA given shared Australian base, breeding-led model, PBR-protected varieties, and B2B wholesale distribution to retail garden centres.
• Plants Management Australia: Australian wholesale nursery and plant management company representing breeder royalties and marketing new plant varieties to the Australian trade. Direct peer to PGA in Australian geography, PBR-led variety representation, and B2B trade marketing of proprietary ornamentals.
• Sprint Horticulture: Australian wholesale production nursery supplying ornamental and landscape plants to the trade. Direct peer to PGA in scale, Australian geographic focus, B2B wholesale model, and ornamental plant range, though with a different product mix (more shrubs, less branded breeding).

Broad incumbents

• Syngenta Flowers: Global ornamental flower and plant breeding division of Syngenta, supplying pot and bedding plants to growers worldwide. Comparable to PGA in breeding-led proprietary genetics, though operates at massive scale and is focused on annuals and pot crops rather than perennials.
• Bailey Nurseries: US-based wholesale nursery and plant breeding company producing ornamentals for the North American market, including the Endless Summer hydrangea brand. Comparable to PGA in proprietary branded genetics (Endless Summer, First Editions) and trade wholesale distribution, but with much greater scale and North American focus.
• Monrovia Nursery Company: Large US wholesale nursery producing ornamental shrubs, perennials, and trees for the North American trade. Comparable to PGA in scale, branded plant collections, and B2B wholesale distribution, though focused on the US market with much larger volume.
• Proven Winners: North American wholesale plant brand and marketing cooperative that licenses genetics from breeders and distributes finished plants to retail. Comparable to PGA in branded sub-brand marketing (ColorChoice, etc.) and PBR-driven premium positioning, but operates at much larger scale with consumer-direct brand power.
• Ball Horticultural Company: One of the largest global ornamental plant breeding and wholesale companies, supplying genetics to growers worldwide. Comparable to PGA in proprietary breeding-led wholesale model, but at vastly greater scale and with global distribution across flowers, perennials, and potted plants.
• Dümmen Orange: Global leader in ornamental plant breeding and propagation, formed through consolidation of multiple European breeders. Comparable to PGA in proprietary genetics and PBR-protected varieties, but with international scale, cut flower, and pot plant portfolios far beyond PGA's scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/plantgrowers
• Instagraminstagram.com/plantgrowersaustralia
• Pinterestpinterest.com.au/plantgrowersaus
• LinkedInlinkedin.com/company/plant-growers-australia

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Plant Growers