Building Resilience and Driving Change: A Conversation with Steve Maxwell of Worldwide Fruit
In the latest episode of TheMorePeople Podcast, Managing Director Richard Hanwell sat down with Steve Maxwell, CEO of Worldwide Fruit, to explore his 26-year journey in the fresh produce industry. What followed was an honest and insightful discussion about evolution, resilience, and the human side of food.
From Procurement to Customer-Centric Supply Chains
Steve joined Worldwide Fruit back in 1998 and has witnessed a seismic shift in how the fresh produce industry operates. “When I started, it was all about procurement. You had supply, and you tried to push it through the chain,” Steve recalled. “Now it’s all about the customer. It's a pull model. You win when you understand what the customer really wants and align your supply chain to deliver it.”
One of the biggest changes Steve has observed is the shift towards direct sourcing models by retailers. Where once there were numerous intermediaries, now many major supermarkets work directly with suppliers. This evolution demanded businesses like Worldwide Fruit to adapt and become complementary to their customers’ strategies, not just reactive.
Evolving Relationships and Staying Relevant
Despite the changes, one principle remains constant: service. “We’re an own-label business. We have to deliver service and availability. That’s never changed,” said Steve. What has changed is how that service is delivered. With fewer layers in the chain, suppliers need to be sharper, more agile, and deeply embedded in their customers’ world.
At Worldwide Fruit, Steve and his team use an “Enterprise Excellence” framework. At the heart of that model? Customer results surrounded by purpose, process, and people. Get those aligned, he says, and you consistently add value.
Talent Retention in a Complex Industry
Richard asked a timely question: “You’ve been there 26 years. You don’t see that kind of tenure anymore. How are you retaining talent?”
Steve credits a healthy blend of homegrown talent and fresh perspectives. Half of the executive team has grown with the business for over two decades, while the other half joined more recently, bringing in new energy and ideas. “That mix keeps us inquisitive. It keeps us curious,” he said. But the key, especially in a region like Spalding, is building a solid internal pipeline - growing and developing talent from within.
Recruiting for Resilience
Hiring in fresh produce isn’t easy, especially when the industry is so unique. Steve explained that they’ve learned to look within the broader world of fresh food. The pace, the urgency, the short shelf life, these are traits that people in the sector understand instinctively.
More importantly, Steve values curiosity. “If you're curious, you'll win,” he said. “You care about the supply chain, the customer, and how to improve. That’s where the value is.”
Collaboration, Challenge, and the Future
The last few years have tested the industry: COVID-19, the cost-of-living crisis, inflation, supply chain disruption. But with adversity came clarity.
“We were food heroes in 2020 and 2021. But 2022 and 2023 were tough,” Steve admitted. “This year, though, we’ve seen real collaboration. Retailers and suppliers working together not just on price, but on availability and efficiency.”
Looking ahead to 2025, Steve is optimistic. New investments in product categories like avocados and continued focus on people development give him confidence. “We’ve proven we’re resilient. Now it’s time to turn that into growth.”
What Would Steve Tell His 25-Year-Old Self?
“Go out more. Work hard. Don’t stress,” Steve smiled. “You can be tough and kind. You can be competitive and still be nice. Be curious. Care about people. And you’ll be just fine.”
Final Thoughts
Steve Maxwell's story isn’t just one of business transformation, it's one of staying human in an increasingly complex world. His belief in people, curiosity, and purpose serves as a reminder that the best businesses aren’t just built around products, they’re built around people.
