Supporting the Future of Agriculture

At Moses & Son, we’re passionate about supporting young leaders in agriculture, and Tom Norman is a perfect example of the next generation of innovators driving the industry forward. Tom, along with his family, has been a cherished client of ours for nearly two decades, and it’s exciting to see him excel in his field.

Recently one of five young leaders selected for the 2025 Groundbreakers Program, Tom is recognised as an emerging leader in agrifood and innovation. This program has provided Tom with mentoring to refine his work on Clean Green Ag, a project focused on reducing GHG emissions in broadacre cropping using green anhydrous ammonia fertiliser.

In addition to his innovative work, Tom is deeply involved in his community, playing active roles in the Rural Fire Service, the Riverina Ag Network, and the Rural Management Strategies group. For Tom, these community commitments go hand in hand with his passion for agrifood innovation.

In this interview, Tom shares insights from his journey, the challenges he faces in developing sustainable solutions, and how being part of the Groundbreakers Program has equipped him with the skills and networks to continue driving innovation in agriculture. Read on to learn more about Tom’s journey and his vision for a sustainable agricultural future!

Congratulations on being selected for the 2025 Groundbreakers program! Can you tell us what it means to you to be recognised as an emerging leader in agrifood and innovation? What has been the most valuable aspect of the mentoring you’ve received so far through the program?
I think the most valuable thing is how to write a script that is engaging and tells a story. My script has changed countless times, and it gets better and better every time. They’re also teaching me how to memorise and embody the script to help it flow.
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Can you share more about your family’s project, Clean Green Ag, and the field trials you’re conducting with FarmLink Research?
It is a research project that shows how best to apply anhydrous ammonia to maximise the benefits for the crop and reduce the amount of GHG emissions as much as possible. Our family set up Clean Green Ag as a research and development arm to research methods of reducing GHG emissions with a focus on green ammonia.

Green anhydrous ammonia fertiliser sounds like a game-changer for broadacre cropping. What inspired you to pilot this innovation?
‍My grandfather has been using anhydrous ammonia for over 30 years. So when faced with the challenge of reducing carbon, our family thought we would lean into our strengths, and ammonia is one of our strengths. We have used it for so many years and have a good understanding of it.
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What are some of the biggest challenges you’ve faced in developing and demonstrating the potential of this carbon-neutral fertiliser?
‍There are a couple of challenges. One is helping farmers understand the seriousness of reducing emissions into the future to remain sustainable. Another is the cost of production for green ammonia plant. Also, there is still a lot of political uncertainty around green technology and emission targets, so getting people in the ag space (farmers, private investors, banks, politicians, etc.) to invest time and money into it when there is no straight path ahead is really difficult.

Cool Soil Initiative at CSU shows green anhydrous ammonia has the potential to reduce scope 3 GHG emissions by up to 30% through the removal of the embedded fertiliser emissions. Can you explain why this is a critical step toward achieving sustainability in Australia?
‍Fertiliser is the biggest source of scope 3 emissions for broadacre cropping (indirect emissions that occur off-farm or as a result of farm actions) for farmers. If the Government introduces GHG emission targets for agriculture (as we head towards their declared goal of zero emissions by 2050), broadacre cropping could switch to green anhydrous ammonia for fertiliser and immediately cut their emissions significantly.

What feedback or insights have you received so far from the trials, and how do you see this technology being adopted by the broader agricultural industry?We’ve been pushing the limits in our FarmLink trial, and we’ve been able to put 85% of our nitrogen fertiliser in at sowing, which is very high. The more ammonia (for nitrogen) we apply at sowing, the less Urea we have to apply later in the year - which reduces both GHG emissions. We’ve learned some useful things about depth of sowing in dry conditions, and we’ve seen good health in the crops. We’re keen to pilot something that is workable for other farmers - viable to implement and profitable for their bottom dollar.
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You are speaking at EvokeAG 2025. What message or key insights are you hoping to share on stage in Brisbane?
I’m keen to tell our family story and encourage others to think about their journey towards sustainability. It may not look the same as ours, but by working together, we can all make a difference. A journey of a thousand miles begins with one step.

Looking ahead, where do you see Clean Green Ag and your broader work in innovation and leadership making the most impact over the next five years?
The Evoke AG / Groundbreakers program has given me an opening to meet with local politicians, both sState and Federal, to talk about the project and get support for creating workable, practical emissions targets that will enable family farms to remain viable and profitable. I’m keen to see CGA continue to invest in research in order to show government and industry what is possible and ensure that any policy making understands the needs and challenges farmers face.

What drives your passion for agriculture and innovation, and how do you balance these commitments with your community involvement?
I love the land and being part of a legacy that has been going on for five generations. I love the challenge working on the land presents and the ability to see what we are doing grow. I love people and being involved in community, getting alongside each other and helping one another. I love the opportunity to be part of something beyond myself and helping to build a better future.

What do you hope your work and participation in programs like Groundbreakers will inspire in others within the agricultural sector?
Get out and have a go! If you fall down, get up and try again. Not everything works the first time with trials, but we learn from our mistakes and keep trying. I’d love people to be inspired that they can dream big, think outside the box and try new things.