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Gro-Med converts coconut husk into precision-graded coir substrates. Gro-Med is a part of the Vaighai Group. We are a 45-year-old, family-run 3rd generation agri-business and the worlds second-largest coco coir substrate company, with $120M in group revenue. We serve growers in over 75 countries across horticulture, and soilless production, backed by three modern factories strategically located across Tamil Nadu, India and a team focused on quality at every step.

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We are hiring a Sales Manager to build and grow our substrate business across our core European markets — Spain, the Netherlands and Italy, and adjacent territories. You will sell directly to large-scale commercial growers and nurseries, appoint and manage distributors, and act as the commercial face of Vaighai in the region. This is a field-heavy role with frequent travel.

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- Sell coir substrates (grow bags, slabs, open tops, propagation plugs and buffered blends) to large-scale growers, nursery operations and substrate blenders.

- Identify, appoint and manage distributors and agents across your markets. This is a core part of the role, not an add-on.

- Build strong relationships with growers, farm managers, agronomists, technical advisers and procurement teams.

- Work with our technical team to convert grower trials into volume contracts — substrate selection, EC and pH targets, irrigation strategy and crop-specific recommendations.

- Negotiate annual pricing and supply agreements; forecast volumes and coordinate with the Madurai team on production planning and shipping schedules.





- Represent Vaighai at European trade shows such as GreenTech Amsterdam, Fruit Attraction and Macfrut.

- Report regularly on pipeline, competitor activity and pricing movements across your territory.

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- 5–8 years of B2B sales experience in horticulture, with a proven record of selling to large-scale growers and nurseries in Europe.

- An existing network among European commercial growers, nurseries or growing-media distributors.

- Background in growing media or substrates, or a closely adjacent input (fertigation, greenhouse systems, propagation material or crop protection).

- Working understanding of soilless cultivation: drip irrigation, fertigation, EC and pH management, water buffering and drainage behaviour in substrates.

- Fluent Spanish, Dutch, Italian and English — the role covers all three markets, and English is what we communicate in.

- Willing to travel 50–60% of the time across Europe.

- Full driving licence and existing right to work in the EU.

- Able to work independently, with a results focus and the judgement to build a return-on-investment case for the grower.

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- Experience opening a new market or launching a new substrate brand.

- Familiarity with the certifications European growers ask about — RHP, OMRI, INTEGRAL G.A.P.-linked and sustainability audits.

- Crop-specific depth in soft fruit (blueberry, raspberry, strawberry), protected vegetables (tomato, pepper, cucumber) or ornamentals and nursery stock.

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- Send your CV and a short note on your grower and distributor network in Spain to .

📌 Sales Manager - Western Europe (Valencia)
🏢 Gro-Med
📍 Valencia