Working together

We are passionate about connecting breeders, growers and retailers to create successful plant introductions and long-term market growth. Our expertise spans three key areas, helping innovative genetics reach their full commercial potential

Horticultural plant trials showcasing new varieties and genetics.

Breeders

We understand the dedication and investment behind every new plant variety. Propatanics helps breeders protect, position and promote their genetics, connecting them with trusted supply chains, leading growers and key retail partners.

Through targeted marketing and industry events, we help new varieties gain visibility and reach the right audiences.

Young plant plug showing healthy root development in commercial production.

Growers

Propatanics helps growers stay competitive by introducing exciting new genetics backed by practical cultural guidance and technical support.

We work to identify the right young plant formats, helping growers achieve consistent quality, efficient production and reliable supply for their retail customers.

Multiple pots of purple and pink flowering plants arranged on a wooden shelf at a garden center.

Retailers

Propatanics works with retailers to identify and maximise the potential of the genetics we represent.

Through branding, marketing and promotional support, we help increase product visibility, strengthen customer engagement and drive sell-through. Creating greater value from every plant introduction.

Our services

Propatanics network connecting plant breeders with trial gardens, supply chains, rooting stations, growers, retailers, plant rights specialists and industry partners.

  • Helping you access and understand a market.

    Supporting breeders access a particular market, you may already have connections within the particular market but require support with “boots on the ground”. Supply chain solutions may already be in place, but promotion may need support.

    Partnership options could come in the form of assisting with access to a new market, promoting existing or new genetics to growers, retailers and at trade shows or helping them connecting with sustainable supply chains.

  • “Building demand, positioning, and supply chain opportunities.”

    Building on from the Discovery phase, further support may be required to develop a market for the specific product, support may be required around photography and positioning, or you may have a great plant but limited knowledge of the supply chain, this is where Propatanics comes into their own. Assist further with representation of either a genetic in its entirety for a specific market, promotion of genetics & or supply solution.

  • Exclusive representation and long-term market growth.

    Unsure of how to access the market, or have limited knowledge of the supply chain network, growers or retailers? Then let Propatanics support by working on an exclusive representation of your genetic within a given territory or the entire world, we can provide bespoke branding options to give your variety the best start and sustainable future.

  • A bespoke package tailored to your genetics, market and commercial objectives.

    Whether you're introducing new genetics, growing an established portfolio, or exploring new market opportunities, we create tailored strategies that connect the right plants with the right partners for long-term success.

Let's talk
  • Cream-colored hydrangea flowers blooming among dark green leaves inside a bus terminal or lobby with glass walls and modern architecture.

    "Nowadays the world of ornamental plants is extremely dynamic and fast paced. So much so that smart, targeted, and efficient new plant promotion and supply chain management is essential to maximise new genetics internationally. As a breeder’s agent and promoter of new, rare, and unusual plants we work with Steve Austin of Propatanics to maximise results. His background in new plant promotion and network of international contacts is invaluable in helping us and others supply customers with what they want whilst leading the way, or indeed, inspiring future trends."

    Kevin Hobbs
    Pinnacle Plants International

  • Close-up of yellow flowers with bees collecting nectar in a garden.

    “Steve is a knowledgeable, reliable and highly professional horticultural specialist who consistently delivers excellent support and expertise to his clients”

    Rick Kolster
    FNK Young Plants

  • Close-up of a lush lavender garden with purple flowers and green foliage.

    "I have had the pleasure of knowing Steve for sometime and have seen firsthand the depth of knowledge, experience and passion he brings to the ornamental horticulture industry. His deep understanding of the entire horticultural supply chain—from plant breeders and genetics through production, distribution and ultimately retail—gives Steve a unique perspective. He understands not only the products, but also how they can be positioned and developed to create growth and leverage opportunities for everyone involved."

    Chris Sargent
    Plant Management Australia

Close-up of pink lavender flowers growing in a garden bed with blurred background.

Let’s grow together

Whether you’re a breeder, grower or retail partner, we’d love to explore how we can work together and create new opportunities for growth.

Let's talk