Sherri Symons, Farmer & Ag-Tech Entrepreneur
Founder, WoolGrow Australia | Ellerslie, Moyne Shire
Sherri Symons is a fifth-generation farmer from South-West Victoria with more than 20 years’ experience as a wool classer working across Australia.
Passionate about sustainability, she saw opportunity in low-value crossbred wool — transforming it into practical, eco-friendly products that support farmers and gardeners by adding slow release nitrogen back into the soil.
In 2021, after investing her life savings into a pellet mill, Sherri launched Aussie Wool Pellets. Her idea won first place at The Ideas Place Pitch, securing $10,000 toward her business and opening doors to further innovation support through LaunchVic. The business has since grown and rebranded to WoolGrow Australia, now recognised as a leader in circular agriculture and a finalist in the 2025 and 2026 Agrifutures Victorian Rural Women’s Award.
On the local farming community
“It’s really supportive — we truly are a community here. People are open to new ideas and willing to try new things.
There are so many farmers focused on sustainability — multi-species planting, biodiversity, soil health. At the end of the day, our soil is what we need to look after.”
Sherri says small and medium family farms remain the heart of the region. “They’ve been here for generations. They wouldn’t still be here if they weren’t doing something right.”
On running an innovation business from regional Victoria
“It’s really hard,” she says honestly. “I wouldn’t be where I am without programs like The Ideas Place [an accelerator program delivered in collaboration with Moyne Shire, Warrnambool City, Corangamite Shire Council and South West Tafe] and LaunchVic”.
Getting involved in Melbourne’s innovation network opened her eyes.
“It’s a whole different ball game — investment, training, ag-tech talks, access to other innovators. We are quite isolated out here, and sometimes you have to go and chase those opportunities.”
She believes there’s huge potential in better connecting city-based innovators with regional farmers who are willing to trial and test new ideas. “If we can close that divide, the benefits would be exponential.”
Advice for new or aspiring ag innovators in Moyne
“Just do it. Sometimes you have to stand out from the crowd — even if it sounds crazy at the time.”
Before Sherri began producing wool pellets commercially in Australia, many doubted the idea.
“I was told, ‘that’s just silly.’ But we’ve grown steadily every year since launch. There are incredible opportunities out there — sometimes you just have to back yourself and throw your idea out there.”
