Craig Adams

Meet Craig Adams

General Manager | Superior Minerals

As General Manager of Superior Minerals, Craig oversees all aspects of the business, from procurement, sales and logistics through to business development, operations and customer relationships. With a hands-on leadership style and a genuine passion for the rural sector, Craig is committed to ensuring Superior continues to deliver quality products, exceptional service and practical, science-driven nutrient solutions that add real value to farming businesses.

What attracted Craig to Superior was its strong foundation of traditional values, personal service and genuine relationships with clients. He believes that successful businesses are built on people, trust and a shared commitment to achieving the best possible outcomes. For Craig, Superior is about much more than supplying fertiliser. It's about understanding each client's farming operation, the challenges they face and working alongside them to deliver solutions that make a meaningful difference.

Craig takes pride in leading a small, dedicated team where everyone plays their part. Whether he's working on business strategy, meeting with clients around the kitchen table or lending a hand in the store, he enjoys the variety of his role and the opportunity to stay closely connected to both the team and the farmers they support.

Outside of Superior, Craig is a proud family man who enjoys spending time with his wife Katrina and their four children. He has a lifelong passion for the outdoors, particularly hunting, fishing, diving and mountain biking. Music is another big part of his life, having spent many years performing as a country music artist throughout New Zealand, Australia and the United States.

Craig's philosophy is simple:

"Great businesses are built on great relationships. At Superior, we're committed to keeping farming personal, delivering genuine service and being a trusted partner in our clients' success. That's the Superior way."