Willing Workers

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.

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

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

• Agricultural labour hire
• Horticulture recruitment
• Seasonal workforce deployment
• Farm payroll management
• Worker accommodation services

Headquarters

HQ city

Bundaberg

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Others

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels2 records

Marketing channels2 records

Core 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

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• HortIT SolutionscoreTechnology or IntegrationHortIT 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 BackpackersminorOthersListed 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)minorOthersListed as a quick link for industry. AWU represents workers that may be employed by Willing Workers and placed with growers.
• Australian Taxation Office (ATO)coreOthersRequired under law to administer payroll. Willing Workers shares employee information with ATO as required for payroll tax and compliance purposes.
• Fair Work OmbudsmancoreOthersWilling Workers ensures full compliance with Australian Workplace Legislation and Fair Work requirements. Listed as a quick link for industry clients.
• WorkCover QueenslandcoreOthersWilling 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)coreOthersInternational 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

Broad 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

• LinkedInlinkedin.com/company/willing-workers

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Willing Workers