Can tech make agriculture brands more authentic? with Jim Gall, RB Sellars

Agriculture often talks about telling a better story, but Jim Gall, the CEO of RB Sellars argues the real challenge is giving people something worth believing in.

RB Sellars is a workwear brand that’s well-known in regional Australia, largely for its work shirts. In this episode, Sarah speaks with Jim about why the strongest brands don't simply market themselves, rather they’re using technology, data, and transparency to earn trust. From AI-powered customer service and fiber traceability to customer insights and regional investment, Jim shares how innovation can strengthen relationships rather than replace them.

Drawing on his unique career spanning journalism, marketing, farming, and leadership, Jim explains why agriculture's future depends on businesses that understand their customers, invest in their communities, and build stories grounded in truth.

Sarah and Jim discuss:

• Why traceability and provenance are becoming strategic advantages for agricultural businesses.
• How RB Sellars uses customer data and agricultural insights to decide where to invest.
• Why understanding farmers' seasonal needs changes the way products are designed and sold.
• The leadership philosophy that encourages innovation through radical candor.
• How combining data with local knowledge leads to better commercial decisions.
• What agtech founders can learn about building brands that customers genuinely believe in.

Useful Links:

• RB Sellars and Woolmark partner to champion Australian Merino wool
• New Partnership highlights the appeal of Australian cotton
• Putting cotton farmers at the forefront of the cotton industry, with Marzia Lanfranchi
• Cotton Australia
• The Woolmark Company

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The information in this post is not investment advice or a recommendation to invest. It is general information only and does not take into account your investment objectives, financial situation or needs. Before making an investment decision you should seek financial advice from a professional financial adviser. Whilst we believe the information is correct, we provide no warranty of accuracy, reliability or completeness.

Companies: RB Sellars • Topics: marketing-brands, supply-chain, agtech-ecosystem, people-culture