What BOOMAROO NURSERIES does

Boomaroo Nurseries (legal entity: Boomaroo Nurseries & Wholesale Supplies Pty Ltd) is an Australian wholesale producer of commercial vegetable seedlings, founded in 1990 and operated from two purpose-built automated facilities in Lara, Victoria and Southbrook, Queensland. The company supplies approximately 300 million seedlings per year to primary producers across the eastern seaboard of Australia and is described as one of Australia's largest vegetable seedling suppliers, with the Southbrook facility positioned as the most advanced fully automated nursery of its kind in the Southern Hemisphere. Beyond the core commercial vegetable seedling division, Boomaroo operates a Greenlife division that distributes ornamental and edible plants (indoor foliage, ferns, succulents, colour/flowering plants, landscape plants and edibles) to retail trade partners, and a certified organic Boomaroo Organics range produced at both sites under the National Standard for Organic and Bio-dynamic Produce.

Production technology centers on controlled-environment nursery automation with reverse-osmosis microfiltration water recycling (meeting up to 70% of peak water requirements at scale), solar power generation (up to 25% of Lara site power needs), and a proprietary Quality Management System with plug, drip-through, NPK, Air Fill Porosity, EC and pH testing across the growing cycle. The company holds ISO 9001, HACCP and full Organic Certification at both sites. Differentiated technical assets include in-nursery treatment programs: Amishield (in partnership with Nufarm, positioning Boomaroo as the first Australian nursery to offer this in-nursery drench for clubroot and damping-off in brassicas), Sabel-X organic endophytic Trichoderma, and EndoPrime mycorrhizal fungi treatments, plus a Beneficial Host Plant program that supplies organically grown marigolds, alyssum and flowering herbs to support on-farm Integrated Pest Management. Customer-facing technology is the Boomaroo Grower Portal, a custom-designed online B2B ordering platform integrated with the AX enterprise management system, providing 24/7 self-serve order management, historical order access, invoicing and delivery-note retrieval for commercial growers.

The commercial model is B2B wholesale with quote-based pricing negotiated through a Territory Manager field-sales network and executed either directly or through the self-serve Grower Portal. The primary revenue stream is one-time sales of conventional and certified organic vegetable seedlings across crop categories including lettuce, brassicas, celery, tomatoes and Asian vegetables, with named anchors such as Arnott's Vegetable Farms, Campsey Ash Farms and Taylor Family Produce. The secondary revenue stream is Greenlife wholesale and retail distribution of ornamentals and edibles through garden centers and trade partners, supported by an in-store merchandiser team across multiple Australian states. Total headcount sits in the 51-100 band; the company is a privately-held Australian proprietary limited company with no external institutional investors or parent entity disclosed, operating with no public listing and no funding rounds in the source materials.

Name

BOOMAROO NURSERIES

Legal name

Boomaroo Nurseries & Wholesale Supplies Pty Ltd

Website

https://boomaroo.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

Boomaroo Nurseries is an Australian wholesale supplier of commercial vegetable seedlings, producing around 300 million seedlings per year from two automated facilities in Lara (Victoria) and Southbrook (Queensland) for growers across the eastern seaboard, alongside a Greenlife retail ornamentals division.

Ownership category

akta.pro rank

Product category

Commercial Nursery / Vegetable Seedling Production

NAICS

Greenhouse, Nursery, and Floriculture Production (1114), Nursery and Floriculture Production (11142), Food Crops Grown Under Cover (11141)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Nursery Stock & Propagule Production (Cuttings, Rootstocks, Grafts) (AFAGAIAO)

akta.pro secondary industries

Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs) (AFAGAHAE), Greenhouse Herb & Microgreens Production (Culinary Herbs, Microgreens) (AFAGAHAC)

Keywords

• Vegetable seedlings
• Commercial horticulture
• Organic nursery production
• Greenlife plants
• Seedling treatments

Headquarters

HQ city

Lara

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Vegetable Seedling Sales: Wholesale supply of premium quality commercial vegetable seedlings to primary producers around Australia. Revenue generated through direct B2B sales of conventional and organic vegetable seedlings.
2. Greenlife Product Sales: Wholesale and retail supply of ornamental plants including indoor foliage, ferns, succulents, colour plants, landscape plants, and edibles through retail partners.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Boomaroo Nurseries is a wholesale producer and supplier of premium commercial vegetable seedlings to primary producers across Australia, producing approximately 300 million seedlings annually from two automated facilities in Lara, Victoria and Southbrook, Queensland. The company also operates a Greenlife division supplying ornamental and edible plants (indoor foliage, ferns, succulents, colour, landscape, edibles) to retail and trade partners, supported by a custom digital Grower Portal and proprietary in-nursery treatment programs.

Product overview

Boomaroo Nurseries operates two main divisions: Vegetable Seedlings (commercial) and Greenlife (retail). The Vegetable Seedlings division supplies commercial vegetable seedlings to primary producers across Australia, offering both conventional and certified organic seedlings with treatment options, supported by the Boomaroo Grower Portal digital ordering platform. The Greenlife division provides retail plant products including indoor foliage, ferns, succulents, flowering colour plants, landscape plants, and edibles for home gardeners. The company runs nurseries in Lara, Victoria and Southbrook, Queensland, with facilities featuring automated production systems.

Differentiator

Problem solved

Functional benefit

Brands

• Boomaroo Organics: Certified Organic vegetable seedling product range launched in 2020, supplying organic seedlings across all crop categories including celery, leafy veg, brassicas, alliums, tomatoes, and additional fruiting crops.
• Boomaroo Grower Portal
• Greenlife

Products and services

• Vegetable Seedlings (Commercial) Wholesale supply of premium quality commercial vegetable seedlings to primary producers across Australia, covering lettuce, brassicas, celery, tomatoes, Asian vegetables and additional commercial crops.
• Boomaroo Organics (Certified Organic Vegetable Seedlings) Certified organic vegetable seedlings supplied across all crop categories from both Lara and Southbrook nurseries to organic producers along the eastern Australian seaboard.
• Vegetable Seedling Treatment Programs In-nursery treatment options applied prior to dispatch to commercial vegetable seedlings, including Amishield (in-nursery drench for clubroot and damping off in brassicas), Sabel-X (organic endophytic Trichoderma), EndoPrime (mycorrhizal fungi), Confidor, Durivo, Serenade Prime, Plantmate, Radifarm and Superzyme.
• Boomaroo Grower Portal Custom-designed online B2B portal for commercial vegetable seedling customers providing order placement, order tracking, historical orders, invoices, order confirmations, delivery notes and wishlist functionality, integrated with the AX enterprise management system.
• Greenlife Range Wholesale and trade range of ornamental and edible plants covering indoor foliage, ferns, succulents, colour/flowering, landscape plants and edibles, supplied to retail partners and garden centres across multiple Australian states.
• Greenlife Indoor Foliage Sub-range of the Greenlife division covering indoor foliage varieties including Ficus, Philodendron, Monstera, Spider Plant, Devil's Ivy and Chinese Money Plant for retail partners.
• Greenlife Ferns Sub-range of the Greenlife division covering fern varieties including Autumn Fern, Boston Macho Fern, Maidenhair Fern, Kangaroo Fern and Silver Lady Fern for retail partners.
• Greenlife Succulents Sub-range of the Greenlife division covering low-maintenance, drought-tolerant succulent varieties including String of Pearls, String of Dolphins, Ruby Necklace, Sedum varieties and Angel Tears for retail partners.
• Greenlife Colour (Flowering / Instant Colour) Sub-range of the Greenlife division covering flowering and instant-colour plants including Calibrachoa, Calla Lily, Carnation, Celosia, Cyclamen, Dahlia, Fuchsia, Geranium, Kangaroo Paw, Mandevilla and Osteospermum for retail partners.
• Greenlife Landscape Plants Sub-range of the Greenlife division supplying versatile landscape plants for outdoor settings including Dichondra, Kangaroo Paw, Philodendron Xanadu, Sedum varieties and Tradescantia varieties to retail partners.
• Greenlife Edibles Sub-range of the Greenlife division supplying consumer-focused edible plant packs including Basil Bowl, Herb Bowl, Lettuce Bowl, Strawberry Bowl, Chilli and mixed 10-pack vegetable varieties to retail partners.
• Beneficial Host Plant Program Organically grown flowering plants (Marigolds, Alyssum and flowering herbs) supplied to commercial vegetable growers to support on-farm Integrated Pest Management by attracting beneficial predatory insects.
• Custom Gifting Lines Custom gifting ranges within the Greenlife portfolio for events such as Christmas, Spring racing carnival and Mother's Day.

Quantifiable outcome

• 30-50% of water from recycled sources
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• NufarmcoreTechnology or IntegrationPartnership with Nufarm for early nursery and field trials of Amishield - a novel fungicide for treating club root and damping off in brassica crops. Boomaroo is the first nursery in Australia to offer this in-nursery drench treatment.
• Sustainable Farming SolutionscoreTechnology or IntegrationSupplier of Sabel-X, a next generation Endophytic Trichoderma organic treatment for improving plant health and uptake across multiple vegetable crops.
• Sumitomo AgrosolutionscoreTechnology or IntegrationSupplier of EndoPrime, a plant and soil enhancement product containing arbuscular mycorrhizal fungi for improving crop productivity and overall crop health.
• FareShareminorStrategic or Co-development PartnerCharitable partnership where Boomaroo donates seedlings to support FareShare's garden program, helping grow vegetables for Australia's largest charity kitchen that produces meals for people in need.
• AUSVEG / PMAcoreGTM or Marketing PartnerIndustry partnership through sponsorship of Hort Connections conference, Women in Horticulture Award, and speaker sessions at major horticulture events.
• Lockyer Valley GrowersminorGTM or Marketing PartnerSilver sponsor of Lockyer Valley Growers Expo, participating in seed company trials and product developments showcase.

Scale indicators9 records

Recent moves8 records

Expansion highlights7 records

Broad incumbents

• Syngenta Group: Global agribusiness major in crop protection, seeds, and digital agriculture. Comparable as a strategic supplier of vegetable genetics and crop inputs that Boomaroo's business depends on; not a direct competitor but a key ecosystem participant shaping the seedling nursery value chain.
• Costa Group: Australia's largest horticultural producer (ASX: CGC) across produce, berries, mushrooms, and citrus. Comparable as a major Australian horticulture player that influences seedling input demand; vertical integration into produce makes it both a potential customer and a competitor.
• Perfection Fresh: Australian family-owned fresh produce company growing and marketing a wide range of vegetables and fruits. Comparable to Boomaroo as a large Australian horticulture business with overlapping customer/supplier ecosystem in the fresh produce supply chain.
• Yates (DuluxGroup): Iconic Australian consumer gardening brand under DuluxGroup, selling seeds, seedlings, and garden products through retail. Comparable as a recognizable Australian horticulture brand; however, focused on consumer DIY/gardening rather than commercial B2B seedling production.
• Ball Horticultural Company: Global horticultural breeder, producer, and distributor of ornamental and vegetable seed/plant material. Comparable to Boomaroo through its seed-to-young-plant supply chain and treatment/technology programs; broader global portfolio and broader crop breadth.

Others

• Nufarm: Australian crop protection and seed treatment company and Boomaroo's partner for Amishield. Listed as a peer because it is an upstream input supplier and ecosystem participant rather than a direct competitor; the partnership is a key element of Boomaroo's differentiated treatment offerings.

Direct peers

• Ramm Botanicals: Australian wholesale nursery producing ornamental and landscape plants for retail and landscape trade. Comparable as a multi-site Australian wholesale nursery operator with similar scale, distribution model, and customer segments (garden centers, retailers, landscapers).
• Awapuni Nurseries: New Zealand-based wholesale and direct-to-consumer supplier of vegetable seedlings and plants. Directly comparable to Boomaroo in seedling production for commercial growers, with overlapping product categories (lettuce, brassicas, tomatoes) and similar B2B/wholesale distribution model.

Regional players

• Tall Trees Wholesale Nursery: Western Australia-based wholesale nursery producing landscape and ornamental lines. Comparable as an Australian wholesale nursery operator with similar B2B distribution model to retailers and landscapers; regional scope makes it a non-overlapping geographic peer.

Emerging players

• GreenlifeCare Australia: Australian horticultural services and nursery operator. Comparable as a smaller market participant in the Australian nursery/seedling ecosystem with overlapping product lines and customer segments to Boomaroo's Greenlife division.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/boomaroo-nurseries

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 BOOMAROO NURSERIES