Willing Workers
Willing Workers is a privately held Australian agribusiness labour hire company, founded in 2002 in Bundaberg, Queensland, that recruits, deploys, and manages seasonal and permanent horticulture workers for growers across Australia, bundling staffing with owned hostels and paperless payroll services.
- Company typePrivate
- Founded2002
- HeadquartersBundaberg, Australia
- Headcount5,001–10,000
- GTM typeB2B
- OfferingServices
What Willing Workers does
Willing Workers is a privately held Australian agribusiness labour hire and recruitment company, founded in 2002 and headquartered at 140 George Street, Bundaberg, Queensland. The company specialises exclusively in the horticulture vertical, providing seasonal and permanent workforce deployment to Australian growers ranging from small remote farms to large multi-region growing groups, fruit buying groups, and 24/7 packing operations. Anchor enterprise customers include SP Exports (Australia's largest tomato producer) and Marvelrose/Manera Farm, with daily deployments reported at 200+ and 150+ staff respectively. Willing Workers claims to be Queensland's most experienced specialist horticulture labour hire provider and the first such company to own and operate its own working hostels, offering a bundled staffing-and-accommodation solution.
The company's core product set combines labour hire and recruitment services with a paperless electronic payroll management system, online employment processes (including visa checking and working-rights validation for international workers), safety induction training approved by Queensland Workplace Health and Safety, and international workforce sourcing through work-and-travel company networks. Supporting IT infrastructure is provided via a partnership with HortIT Solutions. Willing Workers holds Queensland Labour Hire Licence No: LHL-02754-K4S6G and operates within Australian Workplace Legislation and Fair Work compliance frameworks. The company does not have a mobile application, does not disclose API or SDK offerings, and shows no evidence of AI/ML capabilities in its product surface.
The business model is a managed-services labour hire model, where Willing Workers marks up labour costs and delivers end-to-end recruitment, deployment, payroll, and accommodation management for grower clients. Revenue streams derive primarily from labour hire mark-up on deployed workers and from operating its own working hostels in Bundaberg. Pricing is quote-based and negotiated per client, structured around multi-year contracts; no publicly disclosed pricing exists. The go-to-market is direct relationship-based enterprise and mid-market field sales across Australia, with international candidate sourcing via work-and-travel partner networks. The company is privately held (Willing Workers Pty Ltd as Trustee for the Willing Workers Trust), bootstrapped and organically grown since inception, with no disclosed institutional investors, funding rounds, or parent company.
Willing Workers firmographics
Firmographics- Name
- Willing Workers
- Legal name
- Willing Workers Pty Ltd
- Website
- https://willingworkers.com.au
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Willing Workers is a privately held Australian agribusiness labour hire company, founded in 2002 in Bundaberg, Queensland, that recruits, deploys, and manages seasonal and permanent horticulture workers for growers across Australia, bundling staffing with owned hostels and paperless payroll services.
- Ownership category
- akta.pro rank
Willing Workers industry classification
Industry- Product category
- Agricultural Labour Hire
- NAICS
- Farm Labor Contractors and Crew Leaders (115115), Rooming and Boarding Houses, Dormitories, and Workers' Camps (72131)
- SIC
- Services-Employment Agencies (7361), Agricultural Services (700)
- akta.pro primary industry
- Seasonal & Migrant Farm Labor Staffing (AFACAHAA)
- akta.pro secondary industries
- H-2A & Agricultural Visa Labor Contractors (AFACAHAB), Greenhouse, Nursery & Horticulture Labor Staffing (AFACAHAI)
Keywords
Where Willing Workers is headquartered
LocationHeadquarters
- HQ city
- Bundaberg
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Willing Workers business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Others
Revenue model
- Labour Hire and Recruitment Services: Providing contracted workers to growers with full recruitment, deployment, and payroll management. The company marks up labour costs as a complete staffing solution, offering competitive rates with savings on annual labour costs through their integrated recruitment and payroll management system.
- Accommodation Services: Operating working hostels in Bundaberg, QLD and maintaining relationships with accommodation providers across Queensland. Provides complete staffing and accommodation solutions for growers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom workforce solutions tailored to client requirements |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels2 records
Willing Workers product offering
Product offeringCore offering
Willing Workers is a specialised agribusiness labour hire and recruitment company that supplies seasonal and permanent workforce to Australian horticulture growers. The service covers end-to-end workforce deployment including recruitment, onboarding, paperless electronic payroll management, safety induction training, and workforce accommodation through two company-owned working hostels in Bundaberg, QLD plus partner providers across Queensland. The company also sources international workers through work-and-travel networks with visa and working rights validated prior to employment.
Product overview
Willing Workers is a specialised agribusiness labour hire and recruitment company offering a unified workforce solution portfolio for Australian horticulture. The core offering consists of labour hire and recruitment services for seasonal and permanent staffing, underpinned by a fully automated payroll management system. Additional components include workforce accommodation (operated through company-owned hostels in Bundaberg, QLD), compulsory safety training and induction services, and international workforce solutions leveraging global recruitment networks. The company provides end-to-end workforce deployment from recruitment through onboarding, payroll, and ongoing management, with 24/7 support for clients and employees.
Differentiator
Problem solved
Functional benefit
Products and services
- Labour Hire and Recruitment Services Specialised agribusiness labour hire and recruitment services for Australian horticulture growers, providing workforce deployment for seasonal and permanent staffing needs across any region in Australia, including field and packshed staff.
- Payroll Management System Fully automated paperless electronic payroll management system, compliant with Australian workplace laws, that delivers easier and more efficient payroll processing for both employees and growers.
- Workforce Accommodation Workforce accommodation service operating two working hostels in Bundaberg, QLD and coordinating with partner accommodation providers across Queensland to offer complete staffing and accommodation solutions for growers.
- International Workforce Solutions Recruitment and placement of international workers with validated working rights in Australia, leveraging strong networks with work and travel companies worldwide for sourcing global candidates.
Quantifiable outcome
- Over 10,000 employees managed since 2002
- +3 more outcomes
Companies that use Willing Workers
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
Willing Workers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Willing Workers partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- HortIT SolutionscoreHortIT Solutions provides industry-specialised IT services for Willing Workers as well as various Agri-Businesses throughout the Wide Bay & Queensland. They support the company's information systems including the online employment and payroll management platforms.
- Dingo Blue BackpackersminorListed as a quick link for workers, suggesting a relationship for worker accommodation and supply. Part of the ecosystem supporting international workers seeking employment through Willing Workers.
- Australian Workers Union (AWU)minorListed as a quick link for industry. AWU represents workers that may be employed by Willing Workers and placed with growers.
- Australian Taxation Office (ATO)coreRequired under law to administer payroll. Willing Workers shares employee information with ATO as required for payroll tax and compliance purposes.
- Fair Work OmbudsmancoreWilling Workers ensures full compliance with Australian Workplace Legislation and Fair Work requirements. Listed as a quick link for industry clients.
- WorkCover QueenslandcoreWilling Workers works closely with partner farms to ensure safety of employees is managed in the workplace. All compulsory safety induction training is fully approved by Queensland Workplace Health and Safety.
- Department of Home Affairs (Immigration)coreInternational staff working rights in Australia are validated through the Department prior to employment. Willing Workers' online system checks all candidates for working rights.
Scale indicators6 records
Recent moves4 records
Expansion highlights5 records
Willing Workers competitors and assessment
Company assessmentBroad incumbents
- AWX: Australian labour hire and recruitment firm operating across industrial, logistics, and rural sectors. Comparable to Willing Workers as a national labour hire provider competing for the same pool of agribusiness and seasonal workforce clients.
- Skilled Group (Programmed): Large Australian workforce solutions business (formerly Skilled Group, now part of Programmed) covering blue-collar labour hire, agriculture, and resource staffing. Comparable to Willing Workers in labour hire mechanics and target worker segments, though at much larger scale and broader industry mix.
- WorkPac: One of Australia's largest labour hire and workforce solutions providers, with significant agribusiness and industrial exposure. Comparable to Willing Workers as a large-scale labour hire competitor with broader sector reach and national footprint.
- HAYS (Australia — Rural & Agriculture): Global recruitment firm with a dedicated agribusiness and rural recruitment practice in Australia. Comparable to Willing Workers in placing workers into horticulture, though with a heavier focus on permanent professional / mid-management placements rather than daily labour hire.
Direct peers
- Topgun Group: Australian labour hire and workforce solutions provider servicing agriculture, logistics, and industrial clients. Comparable to Willing Workers in providing labour hire to agribusiness with similar regional operational footprints.
- National Recruitment Services: Queensland-based labour hire and recruitment firm placing workers into agribusiness, construction, and industrial sectors. Comparable to Willing Workers in regional QLD focus, target grower client base, and labour hire + payroll service bundle.
- Agri Labour Solutions: Australian agribusiness labour hire provider placing seasonal and permanent workers across horticulture and broadacre farms. Directly comparable to Willing Workers in target customer (Australian growers), service mix (labour hire + payroll), and reliance on international worker pipelines.
- MADEC (Harvest Trail Services): Not-for-profit provider of rural and harvest labour services across Australia, operating the Harvest Trail information service. Comparable to Willing Workers in placing seasonal workers into horticulture and in managing compliance / welfare support for itinerant harvest labour.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights6 records
Customer concentration
Willing Workers social profiles
Digital presenceWilling Workers compliance and trust
Trust signalCompliance1 record
Willing Workers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Willing Workers leadership team
Management profileNumber of profiles
Willing Workers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Willing Workers M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Willing Workers
What does Willing Workers do?
Willing Workers is a specialised agribusiness labour hire and recruitment company that supplies seasonal and permanent workforce to Australian horticulture growers. The service covers end-to-end workforce deployment including recruitment, onboarding, paperless electronic payroll management, safety induction training, and workforce accommodation through two company-owned working hostels in Bundaberg, QLD plus partner providers across Queensland. The company also sources international workers through work-and-travel networks with visa and working rights validated prior to employment.
Is Willing Workers a public or private company?
Willing Workers is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Willing Workers founded?
Willing Workers was founded in 2002. It employs 5,001 to 10,000 people.
Where is Willing Workers based?
Willing Workers is headquartered in Bundaberg, Australia, in the Oceania region.
How does Willing Workers make money?
Two revenue lines are on record. Labour Hire and Recruitment Services are the primary driver. The others are accommodation Services.
Who are Willing Workers's main competitors?
Broad incumbents on record are AWX, Skilled Group (Programmed), WorkPac and HAYS (Australia — Rural & Agriculture). Direct peers are Topgun Group, National Recruitment Services, Agri Labour Solutions and MADEC (Harvest Trail Services).
Does Willing Workers have an API?
No public API is recorded for Willing Workers.
What industry is Willing Workers in?
Willing Workers's product category is Agricultural Labour Hire. Its primary akta.pro industry code is AFACAHAA, Seasonal & Migrant Farm Labor Staffing, with a secondary code of AFACAHAB, H-2A & Agricultural Visa Labor Contractors. Its NAICS code is 115115 and its SIC code is 7361.