Building Something Bigger: Guy Morton's Journey from Horticulture to Recruitment Leadership
Welcome toThe MorePeople Podcast, where we dive into the people behind the business, the lessons they’ve learned, and the future of recruitment. In this episode, Managing Director Richard Hanwell sits down with MorePeople Chairman and co-founder Guy Morton for a reflective and candid conversation on his journey from cut flowers to co-founding one of the UK’s leading recruitment firms in food, agriculture, and horticulture.
From Flowers to Founding
Guy’s career began with a degree in horticulture, a fitting start for someone with a passion for plants. In the mid-1980s, he entered the cut flower industry, supplying supermarket giants with blooms through the company Swetts. "That was my world," he says, “and I loved it.”
But by the late 1990s, Guy was looking for something new. After a brief stint in recruitment, he returned to industry life at Redbridge Holdings. It was there that he met his future business partner, Peter Hunt, then his finance director.
“We wanted to work for ourselves,” Guy recalls. "We tried buying flower businesses, but we kept coming second to trade sales." That’s when they spotted a gap in recruitment. Companies were vocal about poor service and a lack of sector understanding.
MorePeople Is Born
In 2000, MorePeople was launched with a clear focus: senior roles (£40k+), specifically in buying, sales, marketing, operations, and technical positions across produce and horticulture. Fast-forward 24 years, and the company has grown to a team of 35+ professionals covering food, horticulture, and agriculture more broadly.
“It’s something I’m incredibly proud of,” says Guy. “We always aimed to build a business that was bigger than just the two of us.”
From One Customer to Hundreds
In the early days, MorePeople was used to operating in a B2B world dominated by large supermarket accounts. Transitioning to a recruitment business with hundreds of clients brought its own learning curve.
“When I worked in produce, customers always rang you back. In recruitment, if they’re not hiring, they might not even answer the phone,” Guy laughs. “That was hard to get used to.”
Yet, the importance of building strong relationships never changed. “You still want to be part of your client’s team - understand their culture, anticipate their needs. That’s how you deliver real value.”
Competition, Culture, and Candidate Shifts
Much has changed since 2000. There are now significantly more recruitment competitors, some of them excellent, many not. But for Guy, the real differentiator isn’t speed; it’s depth.
“It’s not about chasing quick wins or flooding the market. We care about our clients and our candidates. We’re in this for the long term.”
One of the biggest shifts he’s seen is in candidate behaviour. Today’s professionals switch roles more frequently, get bored faster, and expect faster progress.
“When I started, staying in a job three years raised eyebrows. Now, four years is considered decent tenure.”
The Challenges Recruiters Face
So what are the most pressing challenges in the industry?
Talent Shortage: Not just in food and agriculture, but across sectors.
Candidate Expectations: Faster career moves and less patience for workplace friction.
Client Engagement: Staying connected and valuable even when clients aren’t actively hiring.
Yet, Guy sees these as opportunities for the right recruitment partners to rise above. “We don’t just fill roles. We help people shape their careers and help businesses thrive.”
Advice to His Younger Self
What would Guy say to his 24-year-old self?
“Start a business sooner.”
Though grateful for his corporate experience, Guy believes he could have taken the leap earlier. “At 24, you’ve got fewer responsibilities. Starting something then would’ve been less risky.”
He’s quick to add, however, that life unfolded just right. “I don’t believe in regrets. But if you’ve got the drive and the support, starting young can be powerful.”
Final Thoughts
Guy’s story is a compelling reminder that great businesses come from deep industry knowledge, genuine relationships, and the courage to try something different. MorePeople’s growth over the last two decades is not just about placing candidates, it’s about transforming the recruitment experience for clients and candidates alike.
As Guy puts it: “We’re part of the team. And if we’re not adding value, we shouldn’t be there.”
