In this episode of Selling in the Paddock, Georgia sits down with New Zealander James Grafas to unpack how purpose-led governance and people-ownership are reshaping horticulture—especially in gold kiwifruit. James shares lessons from chairing boards across ag and tech, from large-scale orchard development to irrigation automation, and why clarity beats busyness every day of the week.From orchard summers to the boardroom: James’ path back to ag and why food, jobs and strong returns drew him home.How NZ’s kiwifruit model works: single-desk exports, demand growth and the real constraints (land and capital).The economics of development: why licences and capex now top $1m/ha—and how the returns stack up.Labour that lasts: hiring for preferences (outdoors, hands-on) and team fit over quick CV wins.People-ownership in practice: inviting staff to co-invest, creating genuine buy-in and retention.Purpose that performs: giving to community and paying top-quartile wages while delivering shareholder returns—no waste, no trade-offs.Eliminating waste through clarity: structure first (e.g., Business Excellence, Community leads), then continuous improvement.Governance that serves people and planet: risk appetite (debt, biosecurity, climate), opportunity scanning, and when boards should “overreach” on culture.Abundance vs scarcity in sales and growth: why generous businesses think bigger and execute better.Leading yourself: journalling, evaluated experience, OKRs, and helping your team win the week.Hire for fit (preferences + values) and train for skill.Offer ownership pathways to lift engagement and retention.Make purpose operational: assign clear owners; measure impact as hard as EBIT.Set risk guardrails (especially around debt); pause projects when conditions change.Create clarity at every level: 3–5 outcomes per quarter with clear success measures.Reflect, don’t just grind: “Only evaluated experience makes you wiser.”The Infinite Game — Simon SinekWinners Take All — Anand GiridharadasGreenlights — Matthew McConaugheyShows: The Morning Show, Slow Horses, The DiplomatJames Grafas — Chair across ag and automation companies in the Bay of Plenty, New Zealand; governance adviser and community-builder.If this episode helped you think differently about leadership in ag, please follow, rate and review the show.Share it with a sales leader or grower who values purpose-driven performance.Keen to sharpen your team’s sales and communication under real paddock conditions? Book Georgia for an Influential Sales workshop or high-performing teams coaching:

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