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Arable Product Management Team

Looking for Advice?

Speak to our specialists about crop selection & protection

Toby Reich

Head of Seeds

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Toby has worked with and learned from some of the most knowledgeable plant breeders, technical experts, and growers across the industry, bringing varieties like Propino Malting Barley and seed treatments like Rancona i-Mix to market. Toby has worked first-hand with breeding advancements like hybridisation in cereals, and biological seed treatments. 

Drawing on the last twelve years working across seed, crop protection and sustainable supply chains, Toby and his Seed teams across the Group will ensure Wynnstay supplies the most suitable and profitable varieties to our customers, in the most effective, transparent and responsible way.

Toby’s experience in sales and marketing roles at Syngenta and then launching the Arysta Lifescience Seed Treatment business in 2015, has also given him a unique affinity for seed and acumen of the product, legal, finance and supply management behind it.

Paul Crump

Arable Trading Manager

m: 07469 859673

Email Paul | LinkedIn

Paul started out in the agricultural industry with NB Camber Ltd in 1990, from there he moved on to trading grain at Shropshire Grain Ltd.

The business was bought by Wynnstay in 1999 and Paul was promoted to Senior Trader, continuing in this position when Wynnstay purchased Wrekin Grain in 2011 and combined the two businesses into Grainlink.

In 2012 he moved to Agrii Ltd as Head of Marketing, then to Countrywide as a Commodities Trader for the Western region, before rejoining Wynnstay as Arable Trade Manager in May 2015.


Crop Protection Manager

t: 01939 210555 | m: 07990 578545 

Email Simon | LinkedIn

After graduating from UCW Aberystwyth with BSc Hons in Agricultural Botany, Simon went on to achieve a PhD from Imperial College London, researching the Sclerotinia Diseases of Arable Crops.

His career began in 1984 on a field trials station in Wiltshire, before moving to the Pathology department of the National Institute of Agricultural Botany, Cambridge.

In 1990 Simon took on a more commercial role as a crop protection specialist covering Cheshire and North Shropshire.

Since joining Wynnstay in 2000, he has been responsible for the company’s crop protection activities and also fulfils the roles of Maize Product Manager and Silage Additive Product Manager.

Dave Mitchell

Fertiliser Manager

m: 07990 578543

Email Dave | LinkedIn

Read Dave's Fertiliser Updates

Dave began his career as a production manager in a straw processing business based on the current Astley site.

In January 2000 he joined Wynnstay as Transport and Logistics manager gradually taking on a more commercial role.

Dave became Assistant Fertiliser manager in 2010 and was promoted into his current role as Fertiliser Manager four years ago.

Kate Ruggles

Assistant Product Manager (Fertiliser)

t: 01939 211266

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Following 3 years in retail management, Kate graduated from Keele University with dual honours in Geography and Education Studies.

Kate started with Wynnstay in May 2012, working on the trade counter and supporting distribution to retail stores based at Astley. 

Kate then took on more of a commercial role within the department leading to promotion to the Assistant Product Manager (Fertiliser) position she holds today.

In this position, Kate provides bespoke fertiliser advice and quotes to customers.

She also supports the Fertiliser Product Manager with supplier and sales relations, liaising with key fertiliser manufacturers and communicating pricing and market updates to the Wynnstay sales team.

Colin Jones

Grass and Roots Seed Product Manager

m: 07771 517715

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Colin has been involved in agriculture all his life. Growing up on his parents dairy farm near Welshpool he realised at an early age that he didn’t want to milk cows for a living.

During time spent in Australia when he was 18 he discovered arable farming, since then he has gathered 23 years of field experience from all aspects of farming practices through share farming and farm management.

Colin joined Wynnstay in 2009 as a Seed Sales Specialist.

Katie Williams

Seed Sales Co-ordinator (Grass & Roots)

t: 01939 210777

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Katie joined the Wynnstay team in July 2016 as a Seed Sales Co-ordinator for Grass and Roots.

Katie grew up on a farm just outside Shrewsbury and has always had an interest in agriculture and farming.

Katie is responsible for all grass and root seed administration activity, as well as handling enquiries from customers, the Wynnstay Sales Team and Wynnstay Retail Stores.

Katie has studied for a NVQ level 2 in Business Administration and an Association of Accounting Technicians (AAT) Level 2: Certificate in Accounting. 

Jo Heath

Seed Sales Co-ordinator (Arable)

t: 01939 210777

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Having always had an interest in agriculture, Jo joined Wynnstay in August 2016 as Seed Sales Coordinator for Cereals, OSR and Pulses.

Jo previously worked for Belvidere Secondary School as a Data and Assessment Administrator.

Whilst working there, she completed a Level 4 NVQ Diploma in Business & Administration, through The Open University. Jo is now based in the Arable Department, Shrewsbury.

Her main responsibilities include Cereal, OSR & Pulse seed administration tasks, wholesale sales and handling seed enquiries from customers, the Wynnstay Sales Team and Wynnstay Retail Stores. 

Amy Watts

Environmental Seed Product Manager

t: 07974446856

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Amy joined the business in March 2021 having previously been Technical and Sales Support at DLF for two and a half years, advising on a range of game cover, stewardship, root, and cover crop mixtures.

Amy is responsible for the environmental, conservation and game seed portfolio within the business, ensuring we can offer a comprehensive product range, supported by expert advice, for the changing needs of our customers.

Di Foley

Regional Seed Manager - East

t: 07787572068

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Dianne joined the business in March 2021 as a Regional Seed Manager for the Eastern region.

Di is a well-known member of the UK seed industry, most recently working at Openfield as the Seed Department Manager, before then she worked for Woldmash Producers and New Farm Crops.

Di is responsible for our seed activities in the Eastern region, ensuring the full product portfolio along with the excellent service and expert advice from our specialists is available to our customers in the area.

Emma McCarthy

Senior Fertiliser Administrator

t: 01939 211250

Email Emma

Emma joined Wynnstay’s Fertiliser Department in March 2008.

Since then, Emma has been responsible for all aspects of fertiliser administration and has taken ownership for South Wales fertiliser logistics – liaising with suppliers, hauliers and customers to ensure the smooth and efficient delivery of product.

In 2016, Emma was promoted to Senior Fertiliser Administrator – continuing to provide a high level of customer service and administration duties.

Rachel Jones

Fertiliser Sales Specialist

t: 01939 211266

Email Rachel | LinkedIn

Rachel graduated with a Business Studies degree from Liverpool John Moores University in 2015.

After graduating, she was employed as a Sales Executive with Quartix Ltd before joining Wynnstay in December 2015 as Assistant Product Manager for Grass and Root Seed.

In June 2017, Rachel started a new role within Wynnstay Arable as a Fertiliser Sales Specialist.

Within this role, Rachel works closely with the Fertiliser Product Manager, continuing to develop close relationships with fertiliser manufacturers to ensure Wynnstay are able to maintain a quality product offering and competitive terms for customers.

Rachel also handles incoming sales enquiries, offering quotations and bespoke advice. 

Contact the Arable Product Team

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