Coolabah Turf
Coolabah Turf is a privately-held Echuca, Victoria-based instant turf producer that grows and delivers AusGAP-certified slab-cut warm-season turf varieties and aftercare products to residential homeowners, landscapers, and commercial clients across greater Melbourne and regional Victoria via its own refrigerated fleet.
- Company typePrivate
- Founded-
- HeadquartersEchuca West, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Coolabah Turf does
Coolabah Turf is a privately-held Australian instant turf producer and supplier headquartered on its farm at 256 McSwain Road, Echuca West, Victoria. Founded in 2001 and operating with 16 employees, the company grows, harvests, and distributes a portfolio of six warm-season turf varieties — Sir Walter DNA Certified Buffalo, TifTuf Bermuda, Sir Grange Zoysia, Eureka Premium VG Kikuyu, Nullarbor Couch, and Stampede Buffalo — in a proprietary slab-cut format (410mm x 1220mm). All varieties are AusGAP-certified for genetic purity, and every order ships with a 10-year Lawn for Life product warranty backed by Lawn Solutions Australia.
The company sells direct-to-consumer via its e-commerce storefront (coolturf.com.au) and phone ordering, with self-serve Turf Calculator and Turf Quiz tools, free obligation-free quoting, and farm-gate pickup. Distribution extends through a dedicated Trade Portal for landscapers and commercial buyers, a referral network of recommended installers, Bunnings Warehouse retail shelf placement, and local supplier partnerships. Revenue is generated from per-square-metre turf sales (A$11.00–A$24.20/m² across the range), a tiered aftercare product line (fertilisers, weed and pest control, ColourGuard lawn colourant, Primo HG growth regulator, and bundled Lawn Care Packs), and value-added delivery services.
The operational backbone is an in-house fleet of refrigerated trucks equipped with tailgate forklifts, capable of placing turf close to the prepared site within 24 hours of harvest at approximately 4°C. Service coverage spans greater Melbourne and regional Victoria, including the Mornington Peninsula, Geelong, Ballarat, Bendigo, Echuca, Shepparton and Wangaratta, with delivery six days per week. Brand positioning is reinforced through appearances on The Block (2022 and 2023) and marketing programs emphasising drought tolerance, low maintenance, and Australian climate suitability.
Coolabah Turf firmographics
Firmographics- Name
- Coolabah Turf
- Legal name
- Coolabah Turf
- Website
- https://coolturf.com.au
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Coolabah Turf is a privately-held Echuca, Victoria-based instant turf producer that grows and delivers AusGAP-certified slab-cut warm-season turf varieties and aftercare products to residential homeowners, landscapers, and commercial clients across greater Melbourne and regional Victoria via its own refrigerated fleet.
- Ownership category
- akta.pro rank
Coolabah Turf industry classification
Industry- Product category
- Instant Turf Supply
- SIC
- Agricultural Production-Crops (100), Agricultural Services (700), Agricultural Chemicals (2870)
- akta.pro primary industry
- Sod, Turfgrass & Groundcover Production (AFAGAHAL)
- akta.pro secondary industry
- Turf & Ornamental Specialty Fertilizers (Golf, Sports Turf, Landscaping) (AFABACAM)
Keywords
Where Coolabah Turf is headquartered
LocationHeadquarters
- HQ city
- Echuca West
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Coolabah Turf business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Instant Turf Sales: One-time sale of instant turf varieties priced per square metre. Turf is slab-cut, harvested fresh to order, and delivered within 24 hours. All varieties backed by 10-year warranty and Lawn for Life guarantee. Prices range from $11.00 to $24.20 per square metre depending on variety.
- Aftercare Products: Bundled lawn care packs and individual aftercare products including fertilisers (Lawn Launcher, LSA Premium Lawn Food), pest management (Acelepryn), weed control (Oxafert, David Grays Winter Grass Killer), turf growth regulators (Primo HG), lawn colourants (ColourGuard), and Seasol. Products range from $13.50 to $198.00.
- Delivery Services: Own fleet delivery across Victoria (Melbourne, Mornington Peninsula, Geelong, Ballarat, Bendigo and regional areas). Delivery 6 days per week with courtesy call prior to delivery and ETA time slots. Temperature-controlled trucks with tailgate forklifts to place turf close to prepared site.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Nullarbor Couch Grass — budget-friendly hard-wearing turf for sunny high-traffic areas |
| Unit Pricing | Pay-as-you-go | Eureka Premium VG Kikuyu — practical, cost-effective turf for public spaces and full-sun backyards |
| Unit Pricing | Pay-as-you-go | TifTuf Bermuda Grass — durable fine-leaf turf with 38% less water consumption |
| Unit Pricing | Pay-as-you-go | Sir Walter DNA Certified Buffalo — #1 seller, shade-tolerant, low-maintenance |
| Unit Pricing | Pay-as-you-go | Sir Grange Zoysia — premium ornamental fine-leaf turf for showpiece areas |
| Unit Pricing | Pay-as-you-go | Winter Health Care Pack |
| Unit Pricing | Pay-as-you-go | Premium Lawn Care Pack |
| Unit Pricing | Pay-as-you-go | Gift Cards |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Coolabah Turf product offering
Product offeringCore offering
Coolabah Turf grows, harvests, and supplies premium instant turf varieties (Buffalo, Bermuda, Zoysia, Kikuyu, Couch) in slab-cut format from its Goulburn Valley farm in Echuca, Victoria, Australia. The company delivers turf within 24 hours of harvest via its own refrigerated truck fleet and sells a full aftercare product range including fertilisers, weed and pest control, lawn colourant, and growth regulators. Every order is backed by AusGAP genetic-purity certification and a 10-year product warranty.
Product overview
Coolabah Turf operates as a premium instant turf supplier offering a portfolio of six turf varieties and an extensive range of aftercare products and services. The core offering consists of five named turf varieties — Sir Walter DNA Certified Buffalo Grass (#1 seller), TifTuf Bermuda Grass, Sir Grange Zoysia, Eureka Premium VG Kikuyu, and Nullarbor Couch — plus Stampede Buffalo Grass, all grown on the company's Echuca farm in the Goulburn Valley and sold as slab-cut instant turf with a 10-year warranty. These are complemented by a suite of aftercare products including lawn fertilisers (LSA Premium Lawn Food, Buffalo Grass Fertiliser, liquid fertilisers), weed control products (Oxafert, All Purpose Weed Control), pest management (Acelepryn), ColourGuard lawn colourant, Syngenta Primo HG growth regulator, and bundled Lawn Care Packs. The company also operates its own refrigerated delivery fleet providing same-day delivery across Victoria within 24 hours of harvest.
Differentiator
Problem solved
Functional benefit
Products and services
- Sir Walter DNA Certified Buffalo Grass Premium soft-leaf buffalo turf with shade tolerance up to 70% (minimum 3 hours direct sun), drought tolerance, self-repairing lateral growth, non-invasive root system, and low-allergenic properties. Australia's #1 selling home lawn turf; supplied to over 500,000 Australian families. Suited to residential backyards with kids and pets, feature lawns, and ornamental areas.
- TifTuf Bermuda Grass Hybrid Bermuda turf consuming 38% less water than other varieties. Features deep root system, self-repairing qualities, fine-leaf texture, aggressive lateral growth enabling establishment in as little as 7 days (up to 75% quicker than other varieties), and tolerance of as little as 4 hours direct sunlight. Suitable for residential yards, commercial spaces, sports fields, and golf courses.
- Sir Grange Zoysia Premium fine-leaf zoysia with dark emerald green colouring, hand-selected from over 10,000 turf varieties for high-end golf courses. Non-invasive, low-maintenance (up to 50% less mowing), drought and shade tolerant (minimum 4 hours sun), low-allergenic, slow-growing. Best suited for low-traffic showpiece areas such as courtyards, pools, and ornamental gardens.
- Eureka Premium VG Kikuyu Grass Vigorous kikuyu turf with excellent winter growth activity and cold weather resistance that suppresses seasonal weeds. Features finer leaf than standard kikuyu, fast self-repair from wear, drought tolerance, and erosion control capability. Ideal for public green spaces, school ovals, community sporting venues, nature strips, and residential backyards without automated irrigation.
- Nullarbor Couch Grass Hard-wearing couch turf (also known as Santa Ana) considered among the best for high-traffic areas including school ovals, sports fields, and sunny residential properties. Requires 6+ hours of direct sunlight.
- Stampede Buffalo Grass Buffalo grass variety listed in Coolabah Turf's instant turf product category, sold alongside Sir Walter and other varieties.
- Lawn Care Packs Bundled lawn aftercare packs including the Premium Lawn Care Pack ($182) and Winter Health Care Pack ($120), combining fertilisers, treatments, and care products designed to support newly laid turf and existing lawns.
- Gift Card Coolabah Turf gift cards available for purchase ranging from $10 to $2,000.
- Instant Turf Delivery Service Temperature-controlled refrigerated delivery service using Coolabah's own fleet of trucks with tailgate forklifts. Delivers fresh turf within 24 hours of harvest across greater Melbourne and regional Victoria. Drivers place turf as close as possible to the prepared site. Minimum 30m2 for delivery; orders under 30m2 must be farm gate collected.
Quantifiable outcome
- Sir Walter stays up to 40°C cooler than artificial turf and 20°C cooler than concrete (average front lawn has cooling effect of 3 home air-conditioning units)
- +5 more outcomes
Companies that use Coolabah Turf
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Coolabah Turf technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Coolabah Turf partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Lawn Solutions Australia (LSA)coreCoolabah Turf is a member of Lawn Solutions Australia (LSA), the national turf certification and quality assurance body. LSA provides AusGAP certification for genetic purity, access to DNA-certified turf varieties (Sir Walter DNA Certified, TifTuf, Sir Grange, Eureka Premium VG), and a network-wide 10-year product warranty. Coolabah also participates in LSA's fertiliser and aftercare product range (LSA Oxafert, LSA Fertiliser Premium Lawn Food, LSA All Purpose Weed Control, LSA Lawn Launcher).
- Bunnings WarehouseminorCoolabah Turf products are available for purchase through Bunnings Warehouse stores, providing additional retail distribution channel for consumer purchases beyond the direct-to-consumer website.
- Lawn Solutions Australia (LSA)coreLawn Solutions Australia certifies Coolabah's turf varieties through rigorous DNA testing (AusGAP certification) and backs all purchases with a 10-year warranty. LSA also develops and supplies exclusive aftercare products sold by Coolabah including fertilisers, herbicides and pest management solutions.
- Referral Landscapers NetworkminorWhile Coolabah is supply-only, the company maintains a network of recommended landscapers in each region that are referred to customers who require installation services. This creates a referral channel that directs customers needing installation to trusted local contractors.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Coolabah Turf competitors and assessment
Company assessmentEmerging players
- Ozbreed: Australian turf and landscape plant breeder that develops and licenses improved turf and ornamental varieties for commercial producers. Upstream supplier/competitor whose varieties are sold by many turf farms including through LSA channels, intersecting with Coolabah's product innovation pipeline.
Direct peers
- StrathAyr Turf: One of Australia's largest turf producers with a long heritage of supplying instant turf to residential, commercial and sporting customers. StrathAyr sells overlapping certified varieties via its own fleet, directly competing with Coolabah on premium warm-season turf across the Australian market.
- Lilydale Instant Lawn: Victorian-based instant turf supplier offering slab-cut warm-season varieties including Sir Walter and TifTuf with delivery across Melbourne and regional Victoria. Direct geographic competitor to Coolabah in the same end markets with a similar LSA-aligned product mix and home delivery model.
Others
- Bunnings Warehouse: Australia's largest home improvement and outdoor living retailer, which stocks Coolabah Turf products alongside many competing turf and garden brands. Functions as a key distribution channel and a barometer of competitive intensity in the consumer lawn-care category.
- Syngenta Australia (Primo HG): Global agrochemical supplier whose Primo HG turf growth regulator is sold by Coolabah as part of its aftercare range. Comparable as an upstream enabling supplier whose products are central to Coolabah's recurring-revenue lawn-care proposition.
Regional players
- J&B Turf Supplies: Family-owned turf supplier operating across parts of regional Australia with instant turf delivery and complementary lawn care products. Comparable business model to Coolabah but with a different geographic footprint, providing a useful regional comp for the slab-cut, farm-direct approach.
Broad incumbents
- Lawn Solutions Australia: National turf certification body and industry network of which Coolabah is a member. LSA controls the AusGAP certification, DNA-certified variety licensing (Sir Walter, TifTuf, Sir Grange, Eureka) and the 10-year warranty program that Coolabah operates under, making it both a critical partner and a competitive umbrella for rival turf producers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Coolabah Turf social profiles
Digital presenceCoolabah Turf compliance and trust
Trust signalCompliance1 record
Coolabah Turf financial estimates
Financial estimateRevenue estimate
Valuation estimate
Coolabah Turf leadership team
Management profileNumber of profiles
Coolabah Turf funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Coolabah Turf M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Coolabah Turf
What does Coolabah Turf do?
Coolabah Turf grows, harvests, and supplies premium instant turf varieties (Buffalo, Bermuda, Zoysia, Kikuyu, Couch) in slab-cut format from its Goulburn Valley farm in Echuca, Victoria, Australia. The company delivers turf within 24 hours of harvest via its own refrigerated truck fleet and sells a full aftercare product range including fertilisers, weed and pest control, lawn colourant, and growth regulators. Every order is backed by AusGAP genetic-purity certification and a 10-year product warranty.
Is Coolabah Turf a public or private company?
Coolabah Turf is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Coolabah Turf founded?
Coolabah Turf was founded in -1. It employs 11 to 50 people.
Where is Coolabah Turf based?
Coolabah Turf is headquartered in Echuca West, Australia, in the Oceania region.
How does Coolabah Turf make money?
Three revenue lines are on record. Instant Turf Sales are the primary driver. The others are aftercare Products and delivery Services.
Who are Coolabah Turf's main competitors?
Ozbreed is listed as an emerging player. Direct peers are StrathAyr Turf and Lilydale Instant Lawn. Others are Bunnings Warehouse and Syngenta Australia (Primo HG). J&B Turf Supplies is listed as a regional player. Lawn Solutions Australia is listed as a broad incumbent.
Does Coolabah Turf have an API?
No public API is recorded for Coolabah Turf.
What industry is Coolabah Turf in?
Coolabah Turf's product category is Instant Turf Supply. Its primary akta.pro industry code is AFAGAHAL, Sod, Turfgrass & Groundcover Production, with a secondary code of AFABACAM, Turf & Ornamental Specialty Fertilizers (Golf, Sports Turf, Landscaping). Its SIC code is 100.