Smart defibrillator takes top spot at The Pick 2025

A smartphone-integrated defibrillator designed to save lives has taken out top honours at this year’s The Pick pitch evening, held on Thursday 10 July at Te Iwitahi in Whangārei. 

Supreme winner Georgia Keys accepting the new trophy from Lindsay Faithfull, Managing Director McKay (Gold Sponsor)

Georgia Keys was named the overall winner for her pitch, MAED Innovations, impressing judges with an innovative, accessible take on the Automatic External Defibrillator (AED). MAED’s potential to impact both local and global communities stood out in a field packed with talent and ingenuity. 

Six finalists pitched their business ideas to a panel of expert judges in front of more than 70 attendees, including regional business leaders, councillors, whānau and supporters. This year’s entries ranged from natural marine anti-foul systems to confidence-building boating courses for wāhine. 

Now in its eighth year, The Pick is a business ideas competition developed by Northland Inc and delivered in 2025 by NorthChamber, in partnership with Whāriki Te Tai Tokerau and the Ministry of Social Development.  

The programme gives aspiring entrepreneurs from across Te Tai Tokerau the tools to test, refine and pitch their business ideas. In 2025, nearly 70 participants took part — 61% identifying as pakihi Māori — in a 10-week journey supported by mentors, industry experts and weekly workshops. 

Northland Inc Chief Executive, Paul Linton, says The Pick plays a vital role in strengthening the region’s economy by backing grassroots innovation. 

“Start-ups spark economic growth and employ people. By supporting homegrown entrepreneurs, we keep investment, talent and solutions here in Northland - showcasing our innovation while creating new opportunities. That’s what The Pick is all about: empowering bold ideas and building a more diverse, sustainable economy for our region.” 

Suzanne Duncan, Northland Inc Chair, speaking on behalf of the judging panel.

Pitch Night judge and Northland Inc Chairwoman, Suzanne Duncan, praised the calibre of the finalists and the spirit behind their ideas. 

“Tonight I saw our people, our diversity, our hearts - and the aroha behind so many of these ideas. You’ve shown the confidence and courage to stand up for your kaupapa. It’s inspiring to see the potential in our region being realised like this.” 

Programme Lead Tania McInnes says 2025 brought an outstanding group of participants. 

“From day one, the energy and passion in this cohort was incredible. We’ve travelled the motu, built whanaungatanga, and have seen huge growth in capability and confidence. I’m so proud of the way this group showed up - not just for their own ideas, but for each other. This is what makes The Pick so special.” 

Runner-up awards were given to Shane Stewart of Stewart Piping for an innovative bagpipe chanter, and Helen Horrocks of She’s Got Game, a coaching programme helping women gain confidence on the water. Frank Manifold also received a Highly Commended for his product Ecofoul, a natural anti-fouling system for watercraft. 

Leah McKerrow, Chief Executive at NorthChamber, says programmes like The Pick are essential for nurturing the next generation of small businesses. 

“New SMEs are the backbone of our economy - especially here in Northland, where small businesses are often led by passionate, community-minded people. The Pick gives them the support and platform they need to succeed, and that energy ripples out across the whole region.” 

Applications for The Pick 2026 open early next year. To learn more or support the programme, visit www.thepick.co.nz

Finalists, their whanau and judges were welcomed with a karanga and piped in by Shane Stewart . Shane was a finalist and first runner-up with his carbon fibre chanter developed for bagpipes.