About Us

Our philosophy....

ServeAG is a privately owned company, wholly owned by the Muir family.

Our business is focused on providing superior services and products to a wide range of rural enterprises that concentrate on high value production agriculture.

The company operates from a number of locations across all States and Territories of Australia. This unique footprint offers both international and local manufacturers of farm inputs (fertiliser, crop protection, seed) with a specialised route to the farm gate. Our significant investment in people with agronomic qualifications provides both our farming customers and input manufacturers with a professional approach to maximising farm production.

Established in 1927....

When Edward Eric Muir established his business in 1927, at the Victoria Market in Melbourne, he began a family enterprise that has now grown to cover all of Australia, through its many retail outlets.

After Eric Muirs retirement, his son Max continued to develop and expand the business and was joined by his two sons, Ric and Ian in 1969 and 1975 respectively.

Under their combined direction and leadership, this family owned company has grown to be a major supplier of farm services and inputs.


The future...

As food production across the world demands higher outcomes from limited resources, ServeAG's qualified and experienced great grandsons Andrew, Stuart, James and Cameron have begun to lead the company into the future knowing that it is becoming increasingly important to maximise every technical advantage and input at the farmers’ disposal.

ServeAG is committed to providing our farming customers with every opportunity to meet and profit from the present and future requirements in feeding the ever-increasing demand.

The Muir family will continue the excellent tradition established in the past, and are proud to offer the services of a 4th generation privately owned Australian company to its expanding customer base.

Lifetime Achievement...

In response to receiving the "Lifetime Achievement Award" at the 2019 Hort Connections Conference, Ian Muir said..

"This recognition was clearly awarded to our company, ServeAG, for the many years of support and service to the Australian Horticultural Industry.

Whilst I am honoured to accept it, this was achieved through fantastic joint efforts with my brother Ric, our 4 sons and a remarkable team within the company.

I hope everyone in the company who has contributed to winning this award shares this remarkable recognition".

Ian Webphoto

"We strive to increase our customers profitability whilst simultaneously nurturing our fragile environment"

Ric Muir


"Our highly qualified and experienced staff are able to offer a range of consultancy and project management services to growers and stakeholders from the corporate and government sectors that are second to none"

Ian Muir

Chairman / Director