Working together to attract a diverse range of talented people to our innovative food & fibre sectors.

Primary Industry Capability Alliance - better together

Primary Industry Capability Alliance (PICA) - industry, educators and government working together to attract and grow a diverse range of talented people in our innovative food & fibre sectors. Founded in 2014, PICA is a not-for-profit incorporated society funded by its members.

Our Vision

Diverse people thriving in New Zealand’s food & fibre sectors.

Our Purpose

Working together to lead hearts and minds towards opportunities in our food & fibre sectors.

Our Strategic Framework


Our Principles

Future Focused

We are anticipatory, looking towards the future needs of our sector and the diversity needed to work in them.

Better Together

We can achieve much more by working together than we can on our own.

Walk the talk

We are action-oriented and visible, delivering tangible outcomes to meet our goals.

People powered

We focus on and develop people, celebrating their diversity, understanding their changing aspirations, and better connecting them to opportunities in our sectors.

Giving for good

We look beyond the needs and interests of our individual sectors to achieve a greater collective good.

Our Goals

Active Alliance

A collaborative and effective pan-sector alliance reflecting the diversity of New Zealand’s people.


A key peak body for our sectors, Māori, wider stakeholder and government engagement in pan-sector capability building.

Growing Demand

Career seekers from diverse backgrounds have a clear understanding of career opportunities and are more actively pursuing these.