The fresh produce industry is growing rapidly. Rising global demand, new technologies, and expanded export markets have reshaped the sector in recent years. On one hand, this growth is exciting—it opens up opportunities for businesses and talent alike. On the other hand, it’s challenging, as companies must constantly adapt to meet changing expectations.
As we look ahead to 2025, it’s clear that the fresh produce industry will continue to evolve, presenting unique challenges and opportunities. Our team at LCR International has explored what this future might hold and identified key trends to watch.
Fresh Produce Growth and High-Demand Products
The global fresh produce market is expected to continue growing, driven by rising consumer demand for healthy, fresh food options. Products like avocados and berries are particularly sought after, with these categories alone seeing double-digit growth in recent years. In addition to these high-demand products, regions like Europe and the Middle East are emerging as hubs for innovation, particularly in vertical farming and sustainable practices.
Sustainability is also becoming a key focus for businesses, with climate change and resource scarcity driving innovation. Companies are investing in new technologies to produce more with less. In this context, leadership with expertise in sustainable practices will be increasingly advantageous. Leaders who understand how to incorporate sustainability across operations will be in high demand as companies look to meet growing consumer expectations.
A Wider Range of Skills Will Be Needed
By 2025, leadership in the fresh produce industry will require more than just traditional business management skills. Organisations will need leaders who are well-versed in technology, sustainability, and global markets.
Digital tools are already playing a key role in managing supply chains and improving efficiency. Leaders who can harness these technologies will gain a significant advantage. Similarly, sustainability is no longer just a trend; it’s essential for long-term success. Fresh produce leaders will need to integrate eco-friendly practices into every part of their operations, from sourcing to packaging..
Specialised Knowledge and Global Talent Pools
In rapidly growing sectors like ag tech and high-demand products such as berries and avocados, businesses will need leaders with specialised knowledge. However, finding local experts with the required skills can be challenging. This is where tapping into international talent pools becomes significant.
In recent years, more companies have turned to international recruitment to fill these gaps. While hiring across borders comes with its challenges—such as dealing with different time zones, cultural differences, and visa complexities—embracing global recruitment offers an opportunity for diversity and innovation. As the demand for specialised expertise in areas like ag tech grows, this trend is expected to increase by 2025.
Balancing Technology and the Human Touch
Technology is already changing how companies recruit talent. Tools powered by artificial intelligence (AI) can quickly sort CVs, assess skills, and even match candidates with roles. This saves businesses time and helps them find the right people faster.
By 2025, these tools will likely become even more advanced, with AI helping companies predict a candidate’s long-term fit for a role. However, whilst technology is valuable, it’s not a replacement for human judgment. Key soft skills like emotional intelligence, adaptability, and leadership presence are qualities that algorithms cannot measure. These traits will be just as important as technical skills in leadership positions.
Changing Views on Leadership
The idea of a good leader has changed over time as well. In the past, leaders were often expected to be authoritative figures. Now, there’s a shift towards leadership that focuses on emotional intelligence and understanding.
In 2025, successful leaders in the fresh produce industry will need to balance authority with a genuine care for their teams. Leadership will be about building trust, inspiring a sense of purpose, and leading by example. Meeting targets will still be essential, but the ability to connect with employees and create a positive work culture will be just as important.
Cross-Cultural Skills
As the fresh produce industry becomes more international, cross-cultural leadership skills will be essential. Managing teams across different countries and cultures requires an understanding of varied communication styles, decision-making processes, and workplace norms.
For example, what works in a UK-based team might not work for a team in Southeast Asia. Leaders who can adapt their style to meet the needs of diverse teams will be the ones driving success in global markets.
Attracting and Retaining Talent
Finding the right people is only half the battle—keeping them is just as important. By 2025, companies in the fresh produce industry will need to rethink their approach to employee retention.
Offering competitive salaries and benefits is a start, but employees are increasingly looking for more. Flexibility in working hours (where possible), opportunities for growth, adaptive career pathing (explore our recent blog post for more detail), and a positive company culture will all play a part in attracting and retaining top talent.
Social media is also becoming a critical tool for recruitment. A strong online presence can help businesses showcase their values, innovation, and commitment to sustainability, making them more attractive to potential employees.
Final Thoughts
The fresh produce industry is heading into an exciting but challenging future. Businesses will need leaders who can adapt to new technologies, embrace sustainability, and manage global teams effectively. Emotional intelligence, cross-cultural skills, and a focus on people will be key traits for the leaders of tomorrow.
With the right strategies, companies can navigate these changes and position themselves for long-term success. The road ahead may be complex, but it’s also full of opportunities for those ready to rise to the challenge.
Ready to strengthen your leadership team?
At LCR International, we specialise in providing tailored recruitment solutions for the fresh produce industry. With our in-depth insights and global reach, we can help you find the right leadership talent, no matter where you are.
Whether you're looking for expertise in LATAM, Australia, the USA, Europe, the UK, or the UAE, our executive search services can streamline your hiring process to meet your business needs. Get in touch for an informal chat about how we can support your recruitment goals and help future-proof your team. We’re here to make hiring easier!
