Meet the Team

ASM has a passionate, skilled and experienced team who are located throughout eastern Australia.

We are committed to providing farmer-focussed services and high quality carbon outcomes. 

Dr Greg Bender
Director & Chief Scientific Officer

Hi, my name is Greg and I am co-founder and director of ASM. I am currently based on Ngunawal land with my wonderful family. I have 43 years of experience in agribusiness, agricultural biotechnology and farming. I have a PhD in soil biology from the Australian National University and and have worked for GRDC, AWI and MLA. My passion is to communicate principles of agricultural ecology to farmers in a way that is clear and can inform their management practices. ASM has a dream team who are working with farmers to help them improve the health, resilience, productivity and profitability of their land in a way that enables them to also be rewarded with ACCUs. Farmers are the heroes we all need, and it is our responsibility to support and enable them to continue the amazing work that they do as best we can.

Norman Marshall
Director & Head of Regulatory Affairs

Hello, my name is Norman and I am co-founder and director of ASM. I am based on Ngarigo country and have over 30 years of experience in developing and marketing specialised programs in health, safety and education, and now carbon farming, on national and international scales. My expertise is in government relations, marketing, public relations, business management and development. I founded my own business in 1996, the Australian Drug Management and Education Pty Ltd, and then began working as CEO for Parkinson's Australia in 2007 - 2010, prior to meeting Greg and establishing ASM in 2011.

I love being part of a high-performance team, that is more like family than work, committed to achieving goals and objectives for our farmers. ASM is a unique soil carbon project agent in that we ensure farmers own and have complete control over their projects. We also bring the science behind building soil carbon, which is essential for achieving success with a soil carbon project.

Chris Main
Chief Executive Officer (CEO)

G'day, my name is Chris and I am the CEO of ASM. I'm currently based on Wiradyuri country with my beautiful family. I have a diverse range of experience in the agricultural industry having worked on a number of farms in NSW and Queensland. I am also the founding director of the Australian Holistic Management Co-op which monitors the ecological health of farmland. In addition to this, I worked in the investment industry in Sydney for six years and have run my own farming business since 2013. I hold a Bachelor of Science in Agriculture with Honours, majoring in Agronomy at the University of Sydney and a Graduate Diploma in Applied Finance and Investment at the Securities Institute of Australia (now Finsia).

I have a deep passion for improving agricultural systems and love being on the land, spending time with my cattle is my favourite way to de-stress! My role with ASM is to set direction for the business and help it grow. We have a great team of people who are passionate about helping farmers achieve good ecological outcomes on their farms. ASM is unique in the soil carbon sector with the depth of experience in the business.

Dr Aurelie Quade
Northern NSW Regional Manager

Hello, I'm Aurelie and I am the ASM regional manager for northern NSW. My specialties are research and data statistics. I completed my Phd on maize-rust interaction in collaboration with the University of Southern Queensland, Charles Sturt University and the University of Sydney. I have nearly 20 years of experience working in the horticulture and agriculture industries in the UK and Australia. I am currently based on Kamilaroi country.

Building soil carbon for our projects is a unique branch of agriculture. It requires the ability to adapt and innovate. I love the fact that every day is different and yet we have long-term commitment to our projects. Our main goal is to support farming systems to achieve their soil carbon target. Chris, Greg and Norman have created a unique work culture with open communication. Leading the research in building soil carbon is our superpower.

Sophie Steel
Southern NSW Regional Manager

Hi there! My name is Sophie and I work for ASM as the regional manager for southern NSW. I have a Bachelor of Environmental Science and Management through Charles Sturt University and extensive volunteer experience working on conventional and regenerative farms in the Riverina region, as well as with conservation organisations such the Australian Wildlife Conservancy. I am currently based on Wiradyuri country. I have a passion for learning and am fascinated by all things related to soil and plant science. I feel privileged to be working with ASM, who are one of the pioneering organisations in the soil carbon space. It is exciting to work alongside farmers as they implement new practices which are actively improving the health, function and productivity of their farm systems. I know the work we are doing is meaningful and contributing to a better future for Australian farmers and society as a whole.

Sarah Lambe
Geospatial Specialist

Hello, my name is Sarah and I am a passionate mapping professional and cartographer with a large collection of historical maps! I am also a mother of three amazing boys and a small farm owner living on Girringun country. I have undertaken an Associate Degree in Spatial Science and have over 10 years experience in mapping and surveying, including roles such as draughtsman, mine monitoring and control officer, technical officer in Regional Council and GIS consultant.

I have a real sense of pride in the work that I do. I feel like I am contributing to something of real value by supporting farmers and their land management practices. I love working with this team of incredibly talented individuals who have such a wealth of combined knowledge. We are constantly innovating and looking for new ways to use technology to support land management practices.