Platinum Ag Services

What Platinum Ag Services does

Platinum Ag Services (legal entity Platinum Operations) is a privately-held, multi-line agricultural retailer and livestock agency headquartered in Adelaide, South Australia, operating as a joint venture with Nutrien Ag Solutions. Founded in March 2010, the company has grown to 11 retail locations across South Australia and Mildura, Victoria, and serves more than 5,000 clients throughout Australia. Its core offerings span five revenue streams: Livestock & Wool Agency (25+ specialist sales agents handling sheep, dairy cattle, beef cattle and stud stock exports via over-the-hooks, auction, AuctionsPlus and on-farm sales); Rural Supplies (chemicals, seed, fertiliser, animal health products, livestock handling equipment, fencing, hardware, general merchandise); Agronomy Services (full farm planning, crop rotation management, soil testing and in-field advice across broadacre, viticulture, horticulture and pasture); Financial Services (rural finance products including PrepPay Plus, Flexi Saver, Livestock Finance and Seasonal Crop Finance delivered through Nutrien Finance); and Real Estate (rural property sales across South Australia including the Eyre Peninsula, supported by an EP Livestock joint venture).

The company's economic model is a hybrid of merchant retail margin on consumables and inputs, transaction fees on livestock and real estate deals, and professional services fees on agronomy consulting, with a complementary finance referral/book revenue stream through Nutrien Finance. Distribution is anchored by an 11-store physical retail network, supported by named regional agronomists and livestock agents providing in-person advisory, and increasingly by a Digital Hub ecommerce platform. The 2018 amalgamation with Southern Australian Livestock (SAL) consolidated the company's position as one of the largest livestock agency businesses in South Australia, while the Nutrien Ag Solutions JV provides national procurement, capital and brand backing. The technology stack is not explicitly disclosed and no proprietary platform or AI capability is referenced; the differentiators are physical footprint, agent relationships, and the breadth of the multi-service offering under one roof.

Name

Platinum Ag Services

Legal name

Platinum Operations

Website

https://platinumagservices.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Platinum Ag Services is a South Australian multi-line agricultural retailer and livestock agency operating 11 retail stores and serving 5,000+ farmers across livestock, agronomy, rural supplies, finance and real estate under a Nutrien Ag Solutions joint venture.

Ownership category

akta.pro rank

Product category

Agricultural Retail Services

NAICS

Farm Supplies Merchant Wholesalers (42491), Support Activities for Animal Production (11521)

SIC

Agricultural Services (700), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro industry

PRIMARYAFABAJAA

Farm Supply Retail (Independent Dealers)

Agriculture & Food Production/Agricultural Inputs & Agrochemicals/Agrochemical Distribution & Retail (Farm Supply, Co-ops)

SECONDARYAFACABAH

Plant Tissue, Soil & Water Sampling Coordination (Agronomy-Focused)

Agriculture & Food Production/Agricultural Services (Custom Farming, Agronomy, Veterinary)/Crop Consulting & Agronomy Services (Soil Health, Nutrient Planning, Yield Consulting)

SECONDARYAFABAJAF

Fertilizer & Nutrient Retail (Dry, Liquid, Blends)

Agriculture & Food Production/Agricultural Inputs & Agrochemicals/Agrochemical Distribution & Retail (Farm Supply, Co-ops)

SECONDARYAFABAJAM

Farm Hardware, Parts & Consumables Retail (Tools, PPE, Repair)

Agriculture & Food Production/Agricultural Inputs & Agrochemicals/Agrochemical Distribution & Retail (Farm Supply, Co-ops)

Keywords

• Agricultural retail supplies
• Livestock sales agency
• Agronomy consulting services
• Rural financial services
• Crop protection products

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Offices11 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Livestock Agency Services: Livestock buying and selling through multiple sale methods including over the hooks, auction, auctionsPlus, and on-farm sales. Specialist team of 25 sales agents. Exporter of stud stock.
2. Rural Supplies: Sale of chemicals, seed, stock and pet feed, animal health products, tanks, pumps and irrigation equipment, fencing, hardware tools, garden supplies, gun ammunition, boots and safety clothing, oils and lubricants.
3. Agronomy Services: Agronomy services including full farm planning, crop rotation management, in-field service, and soil testing and analysis supported by products across chemical, seed and fertiliser.
4. Financial Services: Rural finance options including PrepPay Plus, Flexi Saver, Livestock Finance, and Seasonal Crop Finance provided through Nutrien Finance partnership.
5. Real Estate: Rural real estate services across South Australia including Eyre Peninsula.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Platinum Ag Services is a South Australian agricultural retailer providing agronomy consulting, rural supplies (animal health, crop protection, general merchandise), livestock and wool sales agency, rural finance, and rural real estate services. The company operates 11 retail locations, a Digital Hub online platform, and a field force of agronomists and livestock agents serving more than 5,000 clients across Australia.

Product overview

Platinum Ag Services is an agricultural retailer offering a multi-service platform across South Australia. The core offering combines Agronomy Services (farm planning, soil testing, crop advice), Rural Supplies (chemicals, seed, fertiliser, animal health products, general merchandise), Livestock & Wool Services (through the SAL joint venture), Financial Services (via Nutrien Finance), and Real Estate Services. The Digital Hub provides online access to these services. The company operates 11 store locations and services over 5,000 livestock clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Agronomy Services Agronomy consulting services offering full farm planning, crop rotation management, soil testing and analysis, and in-field service support across broadacre, viticulture, horticulture, vegetable, pasture, and forage crop operations.
• Rural Supplies Retail of agricultural inputs including chemicals, seed, fertiliser, stock and pet feed, animal health products, tanks, pumps and irrigation equipment, fencing, hardware tools, garden supplies, gun ammunition, boots and safety clothing, and oils and lubricants.
• Animal Systems Animal health and livestock handling products including drenches, vaccination products, livestock identification, NLIS tags, branding equipment, crushes, sheep and cattle yards, fencing, stock supplements, and pet food.
• Crop Protection Crop protection products including herbicides, insecticides, fungicides, and other crop protection chemicals, supported by staff training on new products, stock availability, label changes, and price changes.
• General Merchandise General rural merchandise including boots and safety clothing, oils and lubricants, livestock handling equipment, fencing products, herbicides and pesticides, fertiliser and seed, spraying equipment, and garden care products.
• Livestock & Wool Services Livestock and wool sales agency services through the Platinum/SAL partnership with 25 sales agents servicing over 5,000 clients, handling sheep, dairy cattle, cattle, and stud stock exports through over-the-hooks, auction, AuctionsPlus, and on-farm sale methods.
• Financial Services (Nutrien Finance) Rural finance solutions including PrepPay Plus, Flexi Saver, Livestock Finance, and Seasonal Crop Finance offered through partnership with Nutrien Finance.
• Real Estate Services Rural and livestock property sales and real estate services across South Australia's Eyre Peninsula and surrounding regions.
• Digital Hub Online digital platform for customers to access Platinum Ag Services and place orders.

Quantifiable outcome

• 5,000+ clients serviced throughout Australia
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Southern Australian Livestock (SAL)coreStrategic or Co-development Partner · 1 January 2018In 2018, Platinum Ag Services and Southern Australian Livestock (SAL) joined forces aligning two of the state's most accomplished agencies. The amalgamation created one of the largest livestock agency businesses in South Australia with strong cultural fit and shared goal of delivering highest levels of customer service.
• Nutrien Ag Solutions®coreStrategic or Co-development Partner · 1 March 2010Platinum Operations (trading as Platinum Ag Services) is a joint venture with Nutrien Ag Solutions®, which provides national backing and resources. The company is part of the Nutrien Ag Solutions® Group. Nutrien Finance also provides rural finance solutions to customers.
• EP LivestockminorStrategic or Co-development PartnerJoint venture partners EP Livestock combined with the ownership and running of the CIAA network ensures all buying and selling options are covered for livestock transactions.
• Nutrien FinancecoreChannel Partner/ Reseller/ DistributorNutrien Finance is a specialist financial solutions provider with extensive expertise in the rural finance market. They provide information and advice on farm and rural finance needs including PrepPay Plus, Flexi Saver, Livestock Finance, and Seasonal Crop Finance options.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Emerging players

• CropX: CropX is a global ag analytics and soil sensing platform providing digital agronomy decisions. It is comparable to Platinum Ag Services' agronomy services division as an emerging technology-led player in farm advisory and soil data analytics that could either complement or compete with traditional agronomists.
• Australian Agricultural Company: Australian Agricultural Company is Australia's largest cattle producer and a significant livestock industry participant. It is comparable as a major counterparty and influencer in the Australian livestock market where Platinum Ag Services operates as an agent and supplier.

Direct peers

• Combined Rural Traders (CRT): CRT is Australia's largest buying group for independent rural retailers, providing procurement, marketing, and category support to over 240 independent stores. It is comparable as an indirect competitor to Platinum Ag Services via its member stores that offer similar farm supplies and services across regional Australia.
• Elders Limited: Elders is Australia's largest listed agribusiness with a comparable multi-service platform spanning rural supplies, livestock agency, agronomy, real estate, and financial services across regional Australia. It directly competes with Platinum Ag Services in livestock agency and farm supply retail across South Australia and Victoria.
• AGnVET Services: AGnVET is an Australian regional agribusiness offering rural supplies, agronomy, and livestock services across NSW and southern Queensland. It is directly comparable as a regional multi-service agricultural retailer with similar product mix and advisory-led service model to Platinum Ag Services.
• Ruralco Holdings: Ruralco was a major Australian rural services group with livestock, real estate, and water businesses before being acquired by Elders in 2019. It is directly comparable to Platinum Ag Services in offering integrated livestock and rural services across regional Australia.

Broad incumbents

• GrainCorp: GrainCorp is Australia's leading grain handling and agribusiness company with storage, logistics, and marketing services. It is comparable to Platinum Ag Services as a broader agricultural supply chain participant serving Australian crop farmers who are key Platinum customers.
• Nutrien Ag Solutions: Nutrien Ag Solutions is Platinum Ag Services' joint venture partner and parent-affiliate, operating the largest ag retail network in Australia with national reach. It is comparable as the broader parent platform that Platinum sits within and competes with independent operators across the country.
• Nufarm Limited: Nufarm is one of the world's largest crop protection and seed companies, headquartered in Australia. It is comparable to Platinum Ag Services as an upstream supplier of crop protection chemicals (herbicides, insecticides, fungicides) that Platinum distributes through its network.

Others

• EP Livestock: EP Livestock is Platinum Ag Services' joint venture partner for livestock transactions on the Eyre Peninsula. It is comparable as a direct operational partner (combined real estate and livestock services) that operates within Platinum's broader livestock service network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MurraylandsAgServices
• LinkedInlinkedin.com/company/platinum-ag-services

Revenue estimate

Valuation estimate

Number of profiles

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 Platinum Ag Services