Cultivating Progress: Peter Judge on Leadership, Legacy, and the Future of Horticulture
In a recent episode of TheMorePeople Podcast, host Andrew Fitzmaurice sat down with Peter Judge, Managing Director of S&A Produce, to reflect on his 45-year career, the evolution of horticulture, and the values that continue to guide his leadership.
From humble beginnings to shaping one of the UK’s most innovative soft fruit businesses, Peter’s journey is packed with insight, integrity, and inspiration.
The Man Behind a Seventh of the UK’s Strawberries
S&A Produce might not be a household name (and that’s by design), but behind the scenes, they supply 1 in 7 strawberries sold in the UK.
Under Peter’s leadership, this Herefordshire-based, family-owned company has quietly grown into a global influence, not just through production but through genetic innovation. Their in-house variety development programme now serves growers in 16 countries, with a focus on collaborative knowledge-sharing rather than competition.
“What I know, you need to know. What you know, you need to share.”
This philosophy underpins S&A’s TLC (The Lady Community) model - a global network built on shared learning, data-led practices, and mutual success.
From Boardroom to Berry Field: A Career of Learning from the Best
Peter’s career reads like a who’s who of food industry leadership, including roles at GreenCore, Tulip, Two Sisters, and Samworth Brothers. He’s worked alongside industry giants, not just learning operations, but absorbing lessons in values, culture, and people.
“The person I am today has been shaped by brilliant businesses and incredible individuals.”
Now, at S&A, he’s paying it forward by embedding those values into an industry often dominated by short-termism.
Horticulture as a Test of Leadership
Moving from the protein sector to horticulture brought its own set of challenges. Peter describes soft fruit production as an arena that requires bravery, foresight, and humility. With weather accounting for 30% of the performance and short shelf lives making planning especially difficult, success depends on strong management, robust systems, and a commitment to long-term thinking.
“You’re dealing with complexity, fragility, and a moving target. It’s where you really test your ability as a leader.”
Tech, Data, and the Future of Soft Fruit
Looking ahead, Peter believes the biggest transformations in horticulture will come from genetics and data-led decision making, not just automation or robotics.
“We fall or succeed on the economics of yield. It starts with genetics but grows with shared knowledge.”
He’s cautious about overhyping AI for short-term crop forecasting, instead emphasising mid-range planning (11–25 days) as the real sweet spot where actionable insight lives.
Award-Winning Innovation Rooted in Community
S&A Produce recently received the King’s Award for Enterprise in Innovation, not just for its genetics, but for the way it markets, shares, and supports its global network of growers.
“Our innovation is how we bring people together and how we share what we know to build success collectively.”
Peter is quick to shift the credit away from himself. “It’s not my award,” he says. “It’s ours.”
What’s Next for Peter Judge?
After decades of leadership, Peter is preparing to step back, or at least sideways. While officially retiring to spend more time with his wife, Helen, he doesn’t plan to vanish from the industry he loves.
“I owe it to Helen to do less. But I’ll still be here, looking for ways to help, especially developing future leaders and supporting ethical farming.”
He speaks passionately about doing the right thing, something instilled in him by his late father, a unionist who inspired Peter’s drive to lead responsibly and use business as a force for good.
“There’s no disconnect between making money and having values. You can be a profitable, great business and still support your people and your community.”
