Roberts joined Rijk Zwaan in 1995 and founded the Love My Salad platform
After three decades with Rijk Zwaan, Steven Roberts has stepped down as business manager, Oceania. Peter Smith, former CEO of Boomaroo Nurseries, has been appointed as his replacement, taking responsibility for managing 80 staff across the region, effective November 2025.
Robert joined Rijk Zwaan as a sales representative for New South Wales in 1995 and has helped shape innovations that changed the way Australians grow and eat vegetables.
From truss tomatoes and Salanova lettuce to Blue Leaf cucumbers and the waste-saving Knox trait, he has helped introduce varieties and concepts that have not only transformed production and retail shelves, but also inspired people to enjoy more vegetables.
An advocate for the vegetable industry and the importance of increasing consumption, Roberts founded Love My Salad (now Veggies First), a long-running social platform that continues to evolve, inspire, and celebrate the joy of vegetables.
During his 15 years as business manager, Roberts led the Oceania team through strong commercial growth, heading up a nationwide team of sales representatives that has established Rijk Zwaan as a trusted partner for growers.
“Seeing Rijk Zwaan products on supermarket shelves, in restaurants and in friends’ homes, knowing we helped bring vegetables like baby cucumbers and so many others to life is a real achievement,” said Roberts.
“What I’m most proud of is our team, and the growers who bring our seeds to life – they are the true heart of our success.”
During Roberts’ tenure, the Australian subsidiary has established itself as an integral part of Dutch-based global company, Rijk Zwaan – one of the top vegetable breeding companies in the world.
Peter Smith steps into the position after eight years in senior roles with Boomaroo, one of Australia’s largest vegetable seedling producers.
He brings more than 20 years of experience leading and growing businesses in
manufacturing and operations, and has strong existing relationships with growers across the region.
Smith joins Tim March, business manager for Oceania and South Asia, responsible for R&D activities, as the new leadership team of Rijk Zwaan Oceania.
“I am confident Rijk Zwaan Oceania is in great hands with Peter. His deep understanding of the industry and genuine connection with growers make him the right person to lead the team into its next chapter,” said Roberts.
Smith takes up his position on 1 November 2025 and said he looks forward to meeting with growers across the region in the coming months.
“I am honoured and excited by the opportunity to join Rijk Zwaan. I thank Steven for his incredible contribution to Rijk Zwaan and the vegetable industry over the last three decades, and I look forward to collaborating with Tim and the entire team to build upon the robust and successful foundations established by Steven,” said Smith.
“I aim to strengthen our existing industry relationships and proactively develop new ones, whilst bringing renewed energy and passion to the experienced and highly skilled Rijk Zwaan team, further elevating our reputation in Oceania.
“We will ensure our exceptional product offering goes from strength to strength, fully supported by the world-class resources of our parent company in the Netherlands and our global colleagues.”
