Elders has officially rebranded Northern Rural Supplies in Broome under the Elders name. This brings its northern operations together under one trusted brand, while reinforcing its long-term commitment to pastoral clients across the Kimberley and Pilbara regions.
Staff at the new Elders Kimberley branch at Broome. L to R: Ken Bryant (Retail Sales Rep), Dylan Philpott (Retail Sales Rep), Jak Andrews (Livestock Manager), Leonie Wells (Branch Manager), Amy Wilson (Retail Sales Rep), Carly Longmuir (Livestock Manager).
Since acquiring Northern Rural Supplies in 2020, Elders has continued to build on the business's strong reputation across northern Australia. The rebrand marks the next chapter, bringing merchandise, livestock, real estate and financial services together under one recognised brand while maintaining the local relationships and service that clients have come to rely on.
The transition sees the Broome branch operating as Elders Kimberley, while Derby operations have relocated to a new site in partnership with Derby Stock Supplies Transport Services (DSS). The joint venture brings together Elders' agricultural expertise with DSS's established local transport and logistics network, strengthening support for pastoral businesses across the region.
The new Elders Derby, co-located with Derby Stock Supplies Transport Services.
While the name on the building has changed, Elders Broome branch manager Leonie Wells said the people, commitment and service that clients rely on remain exactly the same.
"Northern Rural Supplies has built an outstanding reputation across northern Australia, and we're incredibly proud to continue that legacy as Elders," Ms Wells said.
Ms Wells said it is business as usual at their existing site on Archer Street, with the added bonus of giving producers easier access to the full breadth of Elders' national network while retaining the local knowledge and relationships that are essential in northern Australia.
"Our clients operate in some of Australia's most remote and challenging environments. They need practical advice, dependable supply and people who understand their businesses. That's exactly what our local team continues to deliver."
The Derby relocation further enhances Elders' logistics capability and strengthens service delivery throughout the Kimberley.
"Our partnership with Stu and Kat Kempton and the team at DSS is a great example of local businesses working together to better support pastoral clients," Ms Wells said.
"We're committed to maintaining a strong presence in Derby while continuing to strengthen our service offering across Broome, the Kimberley and the Pilbara."
The timing of the rebrand comes ahead of one of the region's key livestock events, the annual Fitzroy Crossing Bull Sale, which attracts quality bulls from Queensland to meet the needs of northern pastoral producers.
Elders livestock manager Carly Longmuir said the sale is celebrating its 20th anniversary this year and continues to play an important role in connecting northern producers with genetics suited to the region.
"The Fitzroy Crossing Bull Sale is an important event on the northern calendar and one that both the Northern Rural Supplies and Elders livestock teams have proudly supported for many years," Ms Longmuir said.
"We're looking forward to this year's sale on 21 August and catching up with producers from right across the Kimberley and northern Australia."
"The sale provides an excellent opportunity for producers to access quality genetics suited to northern conditions, while highlighting the strong connections that exist between cattle producers across Western Australia, the Northern Territory and Queensland."
The rebrand reflects Elders' ongoing investment in northern Australia and its commitment to supporting pastoral businesses with local people, local knowledge and the backing of one of Australia's largest agribusinesses.