OUR HISTORY

Jim Gencheff, the founder of “Virginia Seedlings,” formally known as Virginia Nursery continued in his fathers footsteps as a vegetable grower in Virginia, South Australia, in 1966.

He was influenced by his fathers growing techniques and his attention to detail. Quality produce earned him recognition within both the local and interstate community.

For many years, Jim worked as a market gardener, growing mostly greenhouse and field crops, developing his knowledge and experience in the horticulture industry.

Following in his parents’ footsteps, his infatuation was in growing tomatoes. Jim perfected his greenhouse crops before expanding into field crops.

He challenged himself, striving for improved quality produce and as a result, designed the first shadehouse structure in South Australia in 1982.

The business came to a total scale of 120 acres, a combination of shadehouses and field tomatoes.

By this stage, Jim had branded his produce “James Produce,” supplying most states with top quality produce, picked, washed and packed by 150 employees.

1990’S

In the early 1990’s, the Australian recession had a large impact on the business as produce prices crashed and overheads were high. The business could no longer sustain the losses due to a few bad years, so Jim decided to close the vegetable production and open a wholesale nursery.

1992

Jim and his wife Denise opened Virginia Nursery Pty Ltd in 1992, which began supplying vegetable seedlings to local and interstate growers. With his knowledge, passion and respect in the community, the business developed and expanded at a fast rate. Most of the staff employed for James Produce ended up leasing farms in Virginia and bought seedlings from Jim due to his vast knowledge and experience.

1993

In 1993, his son Chad Gencheff joined the family business to assist with rapidly expanding business and introduced modern technology, new methods of marketing, accounts and operations.

1995

In 1995 Virginia Nursery Pty Ltd diversified into wholesaling Saltbush and Native Trees, and a year later, Tasmanian Blue Gums, for the largest plantations in Victoria, later harvested for pulp. However, this industry was short lived due to government tax changes that affected the large investment groups.

2002

In early 2002, the family business opened a magnificent Garden Centre in Virginia, of which has grown into a popular tourist destination as now the largest garden centre in the nation. Since opening over a decade ago, Jim now specialises in the retail production division, whilst his son Chad manages the wholesale vegetable seedlings division “Virginia Seedlings.”