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Zita Richardson, founder and managing director of Better On Purpose

IN HER WORDS

“I was tired of seeing ag businesses waste money on trainers who had never set foot on a farm. The agricultural industry is different. You need to know what you’re talking about and actually understand their world.”

Zita Richardson

Founder & Managing Director

Zita Richardson

Founder and Managing Director, Better On Purpose

Zita spent years in the corporate world, working across departments and as a Managing Director in the media industry, before founding Better On Purpose (formerly Health and Safety Matters).

Having sat through plenty of training that was “done to” her, she set out to build the opposite: practical, energetic training that people remember and use. Clients describe her as having “a real talent for reading the room”.

Today she leads Better On Purpose’s work in management training, sales training and health and safety, with particular depth in agriculture and care. Read our story.

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