Comment: Our sector faces a talent crisis

The fresh produce sector has always been driven by products, relationships and long-term partnerships. Quality, reliability and trust remain the foundation of our business. However, in many conversations I’ve had over recent months with growers, importers, exporters, and service providers, one topic returns more frequently and more urgently: people.

While discussions often focus on sustainability, cost pressure, logistics and market volatility, the labour market increasingly influences how companies operate, grow, and even remain competitive.

Across the sector, similar questions arise. Where do we find the right people? How do we attract younger professionals into fresh produce? How do we retain experienced employees in an increasingly demanding environment? These questions are no longer incidental. They are becoming structural.

A sector under demographic pressure

Many fresh produce companies are dealing with an ageing workforce. A significant group of experienced professionals will retire in the coming years, while the inflow of young talent is limited.

At the same time, fresh produce remains a relatively unknown to people outside the sector. Compared to FMCG brands, technology companies or large retailers, our industry often stays more under the radar – despite its international character, fast pace, and entrepreneurial mindset. This creates a growing gap between the people companies need and the talent available in the market.

Another development is the increasing complexity of roles in fresh produce companies. Today, commercial and managerial positions require far more than product knowledge alone. Skills like data interpretation, supply chain understanding, customer insight, stakeholder management, and communication have become essential.

As a result, companies often search for profiles that are difficult to find – especially when recruitment only starts once pressure is already high. This often leads to extended vacancy periods, higher workload for existing teams and, in some cases, mismatches that prove costly in the long run.

Recruitment is no longer just filling vacancies

Traditionally, recruitment in fresh produce was firmly based on networks, and for good reason. Trust, reputation, and sector knowledge are critical. But to rely solely on existing networks is becoming increasingly limiting. The same profiles circulate through the market, while new talent remains difficult to reach.

At the same time, candidates themselves have changed. They ask more questions about leadership style, development opportunities, company culture, flexibility, and long-term perspective.

Recruitment has therefore evolved from an operational activity into a strategic element of employer positioning. In many organisations, recruitment still starts when a vacancy becomes urgent. By that time, pressure is already high and the available talent pool is limited.

More companies are therefore beginning to shift towards proactive talent acquisition. This includes identifying future roles, engaging with potential candidates earlier and building relationships before an immediate need arises. This approach reduces hiring risks, improves continuity and creates more control in an increasingly competitive labour market.

Job marketing and employer branding

Alongside proactive recruitment, job and employee marketing are becoming increasingly important. Today’s professionals do not only choose a role – they choose an employer. They want to understand what a company stands for, how teams collaborate, what development opportunities exist, and what makes an organisation different.

For fresh produce companies, this represents a significant opportunity. By communicating more clearly about culture, values and career perspective, the sector can become more visible and attractive – especially to younger professionals who may not yet be familiar with the industry.

Employer branding does not need to be complex. Authentic stories, visibility of people behind the business, or showing the real dynamics of fresh produce can already make a meaningful difference.

The importance of the right match

In a tight labour market, speed is often the priority. Vacancies need to be filled, business must continue. But a mismatch can be far more costly than a longer recruitment process. The wrong hire affects not only recruitment costs, but also team dynamics, productivity, customer relationships, and management time. In a relationship-driven sector like fresh produce, the impact of a mismatch is often felt quickly.

This makes the quality of the match increasingly important. Beyond skills and experience, aspects such as mindset, personality, motivation, and cultural fit play a decisive role in long-term success.

Recruitment remains people’s work

Despite digital tools, data and online platforms, recruitment in fresh produce remains fundamentally people’s work. To understand a company’s culture, the dynamics within a team, and a candidate’s personal drivers requires experience, attention, and genuine conversation. Especially in a sector built on long-term relationships, sustainable placements are created through trust – on both sides of the table.

Fresh produce will always remain a people-driven business. In the coming years, competitive advantage will not only come from sourcing, logistics or pricing, but increasingly from strong, engaged and future-proof teams.

Investing in proactive talent attraction, authentic employer branding, and the right match will play a decisive role in shaping the next phase of the sector.

The future of fresh produce will not only be determined by what we trade, but by the people who build it every day.

Mark Grim works within the European fresh produce and food sector, focusing on labour market developments, recruitment and long-term people strategy.