Semi-automation is being implemented by agricultural sectors globally in a bid to reap the many benefits of the automated world and alleviate labour crises. There is a lack of data on the impact of semi-automation on the New Zealand fruit industry workforce, particularly regarding attraction and retention. This thesis addresses the gap by exploring both the impact of semi-automation on attraction and retention, and how it is perceived by the on-orchard workforce within the New Zealand fruit industry. The research questions for this study are (1) what is the impact of semi-automation on the attraction of New Zealand fruit industry on-orchard workforce? (2) what is the impact of semi-automation on the retention of the New Zealand fruit industry on-orchard workforce? (3) how does the New Zealand fruit industry on-orchard workforce perceive semi-automation? Purposive (non-probabilistic) sampling was used to select 20 participants from 5 stakeholder/employee groups across seven New Zealand fruit sectors. Semi-structured interviews were conducted and analysed using the General Inductive Approach. Four major themes emerged: (1) attraction and retention to the fruit industry, (2) the presence of semi-automation, (3) the impact of semi-automation, and (4) perception toward semi-automation. The findings show that where semi-automation is applied and supported, it positively impacts attraction and retention to the industry through a widened labour pool, improved health and safety, better working conditions and improved efficiency of tasks and information. This research provides a useful resource for Human Resource Management that captures current industry realities and recommendations for responding to the agricultural revolution.