The New Zealand dairy industry faces a daunting challenge: a staggering 75% of new entrants to the sector don’t make it to their second year. Statistics like this are typical among many industries in the Food and Fibre sector. Factors like difficulty in making connections, the seasonal nature of the food and fibre sector, and on-farm staffing issues contribute to this churn, resulting in increased mental health and personal struggles.

Enter Ag Assist, an innovative online marketplace designed to bridge the gap between farmers and the skilled individuals who can help them thrive. Founded by Tony Dodunski, a member of the Spring24 cohort participating in the Sprout Accelerator, Ag Assist is on a mission to transform the agricultural workplace landscape.

Tony is a born-and-bred farmer originally from Southland. After earning his degree at Lincoln University, he quickly advanced to farm ownership and now partners on a 650-cow dairy farm. Yet, despite his success, he witnessed many of his peers struggling to find the resources they needed.

Determined to make a difference, Tony envisioned a solution that would not only alleviate some of the burdens faced by farmers but also enhance job satisfaction. “Finding talent for seasonal tasks is often time-consuming and costly,” he explains. “This support is essential for managing the farm effectively.”

Ag Assist has been described as “the Tinder of farm jobs,” and for good reason. The intuitive platform connects farmers with local workers eager to step in for sick leave and peak seasons. Whether farmers and growers need a full-time or relief milker, someone to wash calf feeders, or even help with household duties during calving, Ag Assist makes it easy to find the right person for the job.

Tony has surrounded himself with a resilient and agile team of ex-farmers, tech developers, and seasoned entrepreneurs. Bill Lee, an ex-farmer turned commercialisation entrepreneur, chairs the board, bringing invaluable experience and insights. Rebecca Cardy, e-commerce expert and General Manager, brings the practicalities of Ag Assist to reality. There have also been several other key people behind the scenes who have helped to make Ag Assist what it is today.  

Since launching the updated platform in November last year, Ag Assist has attracted over 2,000 registered users—and that number continues to grow. “It’s exciting to see the numbers grow, but what truly excites me is the way we’re connecting people and really solving problems on farms and for employees,” says Tony. 

He shares a poignant story of a woman who, after facing challenges in the industry, now relies solely on Ag Assist for her income, having completed over 800 hours of work through the platform.

The technology is making a tangible difference in rural communities, revealing job opportunities that many didn’t even know existed until they saw them on the platform.

Ag Assist is partnering with Sprout to refine its pitch deck and storytelling capabilities, benefiting from the guidance of mentors who have “been there, done that.” Tony appreciates the camaraderie of fellow entrepreneurs, recognising that the startup journey is often fraught with challenges.

“We have a few scars on our back from the startup experience - it’s nice to hear that we are not alone.” 

As the team looks to the future, the Ag Assist team aims to activate more categories and services, evolving Ag Assist into a comprehensive marketplace for the agricultural industry. Their vision extends beyond New Zealand, aspiring to create a global platform that connects people and services.

Tony admires companies like Halter, which have successfully navigated the complexities of the ag sector and product development. “They’ve raised significant funds and continuously improved their value proposition,” he notes. Inspired by such success stories, Tony and his team at Ag Assist are committed to forging a path that not only supports farmers today but also secures a sustainable future for the food and fibre sector in New Zealand and beyond.

In a world where connections matter more than ever, Ag Assist is paving the way for a stronger, more resilient agricultural community.