Direct to Grower Sales Jobs Explained

Over the last 6 years, Mac & Fulton Talent Partners has become the leading recruiting agency for horticulture and hydroponics salespeople. Even more, during the time we have been doing business in this amazing market, we have seen some major changes. Most notably is the shift from the “retail store sales model” to the “direct-to-grower sales model.”

In direct to grower sales jobs, individuals conduct sales efforts with crop-producing clients. To illustrate, take a hydroponic nutrient company. Instead of selling products to a retailer who then sells the nutrients to growers, the hydroponic nutrient company sells products “direct-to-growers” themselves. 

With an extensive client list in the hydroponics and horticulture space, M&F Talent has placed a number of outside salespeople working in a direct-to-grower capacity. 

Which Businesses Conduct Direct-to-Grower Sales?  

In today’s market, a vast majority of direct-to-grower sales positions are with companies that specialize in horticultural technology and hydroponics products. For example, companies like Link4 who specialize in environmental controllers hire salespeople to do business directly with cannabis growers and indoor farmers. Oftentimes, such companies will hire ceratin outside salespeople to work with retail businesses, with another sales team conducting direct-to-grower sales efforts. 

Types of companies who do direct-to-grower sales include:

• Horticultural lighting
• HVAC 
• Inline fans
• Hydroponic pumps & tables
• Greenhouses
• Nutrients & fertilizers
• Sensors & controllers
• Fertigation & irrigation
• Garden management software
• PH & EC testing 

The B2B Sales Model 

With direct-to-grower sales, horticultural supply companies are transitioning from a business-to-customer (B2C) model to a business-to-business (B2B) model. According to the website Business News Daily, “B2B companies are supportive enterprises that offer the things other businesses need to operate and grow … B2B companies have an entirely different target audience: They offer the raw materials, finished parts, services or consultations that other businesses need to operate, grow and profit.” In the hydro space, horticulture companies provide different technologies and materials that help their clients produce the best harvests possible. 

Grower Support   

One of the most interesting new development of the direct-to-grower sales model has to do with “grower support” teams. Interestingly, garden supply companies now offer hands-on support with their products using professional horticulturists. For example, if a horticultural lighting company sells LED light fixtures to a vertical farm, they will “sweeten the deal” with additional grower support. Not only will the lighting company help them install the LED lights correctly, but they will also consult their client on the best way to utilize them in conjunction with their current setup. 

What Can I Expect in a Direct to Grower Sales Job? 

Skilled direct-to-grower salespeople are in high demand in today’s job market. Depending on the company in question, these positions generally operate within all three of the following industries: controlled environment agriculture (CEA), cannabis, and hemp. 

If you are interested in working in a direct-to-grower sales job, you can expect the following:

• Remote work / home-office 
• Frequent travel (sometimes over 50%)
• Base salary $50k – $100k 
• Commissions
• Full-benefits 
• Technical / horticulture knowledge required 

Obviously, these criteria will change slightly with each job opportunity. However, these basic tenets are relatively universal across the hydro and hort industries. 

Contact M&F Talent About Hydro Industry Sales Jobs

As the number one recruiting service for the hydroponics and horticulture industries, M&F Talent is always on the lookout for qualified salespeople. If you are interested in discussing any of our opportunities, or candidate pool, please contact info@mandfconsultants.com.