Female berry leaders share tips for success in ‘male-dominated’ industry

Leading women from within the UK berry industry are joining this year’s International Women’s Day (IWD) campaign to invest in the success of others.

Join us for Fruitnet Berry Congress in London – click here for more details.

Jill Witheyman, head of marketing at Angus Soft Fruits, marketing manager at Driscoll’s Isla Hallam, and Bev Dixon, MD for growing (UK and Portugal) at Haygrove shared insight and tips into how to succeed in a male-dominated fresh produce industry.

This year’s IWD, which takes place this Sunday (8 March), has the theme ‘Give to Gain’, encouraging women to support others for collective advancement.

Like many areas of fresh produce, from growers to board members, the berry industry has traditionally been a male-dominated space.

But women in leading roles across the berry sector reveal an evolving picture of leadership, expanding opportunities and progress. 

Witheyman said that she has felt pressure in the past, but confidence can be developed. “Agriculture can still be male-dominated in certain rooms, and earlier in my career I sometimes felt pressure to ‘fit’ a particular mould to be taken seriously,” she said.

“But what’s helped me most is learning that the real strength is in authenticity – showing up as yourself, speaking in your own voice, and building trust through genuine relationships,” she added.

“When you’re comfortable in who you are, your confidence lands differently, and people respond to that.”

Dixon said her top tip is finding a mentor, adding that: “I would strongly recommend seeking out a mentor; there are many generous and experienced people willing to share their knowledge. Organisations such as Women in Food and Farming are an excellent source of encouragement,” she said.

Meanwhile, marketing manager for the UK at berry giant Driscoll’s, Isla Haslam, said that despite agriculture’s image of being predominantly male, the greatest challenge has been internal.

“It’s about having the confidence to truly believe in your value and not let being a woman in a male-dominated environment hold you back,” she said. “You bring perspective. You bring ideas. You bring leadership. That has value.” 

All three agreed that more visibility about the breadth of opportunity within the industry is needed.

“Horticulture isn’t just farming. There are careers in marketing, HR, agronomy, commercial strategy, sustainability, science and innovation. The breadth of opportunity is hugely exciting, and we need to tell that story better,” said Hallam.

There was consensus that the industry is already changing to better facilitate women in leadership positions.

HR manager at Hall Hunter, Viliana Ignateva, said she’s seen a “noticeable shift”.

“Younger women entering the industry now expect equality rather than hope for it,” she said.

“Trust your instincts. Speak confidently - your perspective is valuable. And remember you belong in every room you walk into.”

Witheyman added: “The future will be less about women being ‘the exception’ and more about women being a normal, visible part of leadership, decision-making and technical expertise across the industry. That benefits everyone.”

With this year’s IWD focused on collective progress, Haslam believes that connection is the best way to support women’s development.

“Talk more. Connect more. Share experiences openly, both the wins and the challenges,” she said

Join us for Fruitnet Berry Congress in London – click here for more details.