Not only are young jobseekers looking for work-life balance, but they’re also looking for opportunities where they can make a difference—and this is where the produce industry stands out and above many others.
“In terms of recruiting talent from outside the industry to join produce, the sales pitch is really easy,” says Kristen Reid, executive vice president at MIXTEC Group BB #:152072, an executive search and recruiter located in La Crescenta, CA.
“Many candidates want to make the shift into companies that drive healthy eating and are people focused. They like the opportunities they see in the produce industry and are excited to join something new.”
Ron Lemaire, president of the Canadian Produce Marketing Association BB #:153602 in Ottawa, ON, concurs. “Gen Z is socially and politically active, and they want to join a mission-directed organization—we have that.
“We’re critical to good health. We need to cultivate the culture in this industry and do a better job of showing that message, so they feel like they’re part of that mission and change. Young professionals want to be heard, they want to feel like they have a voice and can implement change.”
“The younger generations are extremely passionate and want to be part of changing the world,” says Steve Grinstead, CEO at FreshEdge, LLC in Indianapolis, IN. “They can do that each and every day in the produce industry.
“We’re in the business of selling delicious and nutritious products that make humans healthier and reduce future healthcare costs that burden all of us. What better calling could you have in life?”
For employees interested in technology, the produce business can be a rewarding space that stands out from other industries, according to Kevin Brooks, chief revenue and marketing officer at Procurant BB #:355257 in Watsonville, CA.
“It’s a very tangible industry,” he says. “You’re connected to a product everyone can relate to—it’s not all algorithms or AI.
“That’s interesting to young people—to have a product you can touch and consume. Tech teams like solving real-world problems and finding solutions that will be used by someone,” Brooks adds.
“Learning, having an impact, and the ability to do good are all very attractive—there’s a little bit of a halo factor,” he continues. “Produce is healthy, there’s a generational impact, and there’s a story and a personal connection to it. There’s the sense that you’re doing something good, and the technology industry is not always the poster child for doing good. When people in tech come to this place, I see them blossom.”
Built-in stability
Another benefit particularly attractive during uncertain economic times is the relative stability of the produce industry. While it has its ups and downs, the industry is less likely to be associated with mass layoffs in economic downturns than many other industries, including technology.
Industry experts believe the halo effect and inherent stability are key selling points produce companies need to emphasize more.
“Creating more awareness of the industry and the career paths available is key to attracting new talent,” says Jin Ju Wilder, vice president of marketing and business development at Vesta Foodservice {{BB #:125924}} in Santa Fe Springs, CA.
Grinstead and Lemaire echo the same thoughts.
“We need to do a better job of letting high school and college graduates know about all of the great opportunities in our amazing industry,” Grinstead says.
Lemaire suggests more industry interaction and marketing to “business schools and other education programs, and we can’t forget about headhunters who can attract people from other industries.”
“I do think companies are doing a better job of developing talent within their own organizations,” says Megan Nash, director of education and talent at the International Fresh Produce Association (IFPA) BB #:378962 in Newark, DE. “Sharing those success stories will continue to make our industry more attractive to others.”
This is an excerpt from the cover story in the September/October 2023 issue of Produce Blueprints Magazine. Click here to read the whole issue.
