Lefroy Valley is a picturesque region 300 kilometres south West of Perth in Western Australia.
This location has a combination of fertile soils, temperate climate and abundant pure fresh water and is surrounded by Karri forest. This is the birth place of Lefroy Valley Seed Company.
Lefroy Valley Seed was founded in 1983. This business was conceived by a motivation to provide superior vegetable seed varieties to the founders own successful vegetable growing operations.
Soon after they selected improved new carrot and cauliflower strains as well as going nationwide with sales of Lefroy Creamgold onion strains. Within 2 years they had appointed agents and distributors nationwide and had secured the agency for Dutch breeding company Royal Sluis, for Western Australia and soon after all of Australia.
Lefroy Valley first started visiting New Zealand onion growers in the winter/spring of 1988, the initial introduction was the Lefroy Creamgold onion selection. These visits were made by Geoff Heard who was then based in Western Australia and soon after pioneered the business base in New Zealand in 1990. Geoff and his wife Jane opened an office in their home in Auckland early 1990, soon after returning from Western Australia.
Through hard work and diligence, vegetable growers could see the passion Lefroy Valley had for introducing new and improved varieties. Many quickly recognised the merits of these varieties through the professional information the company provided.
Lefroy Valley introduced a very innovative marketing policy based on Feet in the paddock service where direct grower contact has been the key to success right to this day as we celebrate over 20 years in business.
The original statements of purpose for Lefroy Valley New Zealand were:
- To be the first choice of professional growers, vegetable processors and nurseries looking for direct, agronomically supported and prompt supply of well tested seed.
- Provide vegetable seed in original packaging and seed treatments that offer a genuine advantage
- To be recognised by quality breeding companies as being their best option to partner them in trialing and market development of vegetable seed and seed technology
The basis of these original statements has remained our key focus to this day.