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About us

Our mission to create straight-through seasonal hiring was born from Genevieve’s first-hand experience of the frustrations of hiring for her family’s kiwifruit orchard in the Tasman. She stepped in to help when her father had a serious tractor accident, and came face-to-face with the pain and time pressures of trying to find seasonal staff.

Her father recovered and she was able to go back to her consulting job, but the frustration stayed with her and her research showed that this is a global issue that impacts growers, producers and farmers, costing billions of dollars a year.

On the other side of the coin, Genevieve’s research with jobseekers showed that they often struggle to find work, are frustrated about having to fill out the same information over and over again, they apply for many jobs at once but many never hear back.

 

Genevieve teamed up with two experienced technologists and together they have been working alongside growers for over a year to build the simple tool that is PICMI. Based on the idea that technology can enable workers and jobs to be matched so that everyone knows where they stand, PICMI means that workers can move around to get full-time seasonal work and growers have the right people arriving when they need them.

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Awards

James & Wells Fieldays
Innovation Award

James & Wells Fieldays
Innovation Award

EvokeAG Future
Young Leader

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Fieldays Innovations Award
Protoype Grassroots

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Vodafone Fieldays
Innovation Award

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James & Wells Fieldays
Innovation Award

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Evoke Future Young Leader Award.png

EvokeAG Future
Young Leader

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Our team

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Genevieve Griffin-George, Founder

A global nomad, Genevieve grew up and worked overseas and has lived in various countries in Asia, Europe and the Middle East. She has an international focus and understands the importance of people and culture.

 

Before starting her business, Genevieve was a management consultant at PricewaterhouseCoopers (PwC) in New Zealand working to solve complex problems that have a real impact on people, processes, culture and strategy. An accident on her family’s Kiwifruit orchard three years ago catapulted her into the world of agriculture. She experienced the challenges and frustrations faced by growers in hiring seasonal labour and knew there had to be a better way. She has been using her skills incorporating design-thinking, technology and business to work to connect industry and government at a global scale to help solve the international problem of seasonal staffing.

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Todd Brackley, Founder

Todd has over 20 years' experience delivering software systems and products, leading teams and has been a founder in other businesses. With his blend of business and technology, he leads the push to build the product DNA into the technology and throughout the business.

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Steph Cooper, Product

Steph grew up in Hawkes Bay and as a young girl, going to town with her Dad meant spending hours standing bored next to him as he caught up on the weather, workers and prices with other orchardists.

 

So when Genevieve and Todd told her what they'd been up to with PICMI, she was keen to get involved and bring her skills and experience in product development and software delivery.

 

Steph is a skilled facilitator and Agile Coach who has transformed the delivery capability in a number of organisations and delivered complex portfolios of work. She has held a number of leadership roles—including on the Senior Leadership Team at 2degrees after their launch, Principal Lean|Agile Practice Lead and Principal Consultant at Assurity Consulting and Product Delivery Lead at Serko.