Harvest is just around the corner, a larger volume crop is forecast, and New Zealand’s labour market is tight.

So the kiwifruit industry is pulling out all the stops to ensure this year’s harvest isn’t short of workers – so quality Zespri kiwifruit continues to be sent to overseas customers in premium condition.

New Zealand Kiwifruit Growers Incorporated chief executive officer Nikki Johnson says the gold crop is up quite significantly on last year and the green crop is down – “but overall the number of trays we’re going to need to pick and pack is up slightly on last year” – meaning around 18,000 workers will be needed this harvest.

“Last year, the harvest was at least 1200 workers short at the peak – we don’t want a repeat of that.”

As a result, NZKGI is running a broad labour recruitment campaign, targeting local students, unemployed Kiwis, retirees and backpackers, to show them what the industry can offer and address any misconceptions about the work.

Social media

“While we want to employ local Kiwis as a first priority, we’re casting the net far and wide to attract as many seasonal workers as possible,” says Nikki.

“There is a workforce out there that we think would be great in our industry; we just have to tell them about it and let them know what’s in it for them.”

Nikki says the campaign will promote kiwifruit work opportunities through a major social media campaign to reach potential workers, using Facebook to connect with job-seekers via a recently-launched Kiwifruit Jobs NZ page.

“We’ll also be sharing great content with potential employees, including a video of German and Czech backpackers sharing their orchard experiences, and a short-but-fact-packed guide to working in the sector – the Little Green and Gold Book.” 

Nikki says the industry needs large numbers of workers during a relatively short timeframe from late-March through June for harvesting fruit.

“But there’s also a large number of workers needed in the packhouses in a wide range of processing roles, as the fruit leaves the orchards to be prepared for distribution overseas.”

While she realises the kiwifruit industry is competing with every other NZ industry seeking workers in a tight labour market, Nikki says the campaign also looks outside square.

“We’re looking at retirees, parents with children, and those that aren’t necessarily looking for full-time or continuous work.

“There’s also opportunity for community groups, sports clubs, or school groups to fundraise money by getting a group of people together to work in the orchard-side of harvest.”

And backpackers are still a focus – with kiwifruit work an excellent option for them to earn money while they travel and sightsee.

But much incorrect information exists about working with kiwifruit, which Nikki says makes it harder to recruit people who would otherwise get a lot out of seasonal work.

“That includes the pay rates – they are actually very competitive. In 2017, when the minimum wage was $15.75, the average wage for picking kiwifruit was $20.95. The expected picking rate in 2019 is $23.50. “We will highlight the facts about kiwifruit work through our campaign to rectify myths.”

Permanent roles available

The campaign also aims to emphasise long-term and permanent career roles available – because kiwifruit seasonal work spans up to 48 weeks in the year.

“As NZ’s largest horticultural earner, it’d be great to see more Kiwis reaching out to their local kiwifruit employers and discussing potential career pathways that may be on offer.

“And we want to empower people to choose employers – there are a range of employers offering a range of work roles and conditions. So choose an employer that works for you –  if you need flexibility, choose someone that offers this, look for the right pay rates, for things you need out of a job – don’t just take the first job offered.”

Nikki says the campaign is also an appeal to Kiwis to support the sector as a major contributor to the NZ economy. “By 2027 we’re expecting to require around 22,700 workers, as the volume of fruit grown increases dramatically.

“We’d love to see strong support from New Zealanders, this year and into the future so this valuable export product continues to shine as a small part of New Zealand in premium export markets.” To find out more, see: www.facebook.com/KiwifruitJobsNZ