​From Vineyards to AI: How Lildh Matthews is Shaping the Future of Horticulture

Exploring career paths, innovation, and industry change on the MorePeople Podcast

In this episode of TheMorePeople Podcast, CEO Andrew Fitzmaurice chats with the dynamic and multi-talented Lildh Matthews, whose career has taken her from vineyards in Cornwall to the plant-buying desks of major UK retailers, and even as far afield as Malaysia.

This wide-ranging conversation covers Lildh’sunconventional journey into horticulture, her insights on the future of the industry, and her passion for championing young talent and digital transformation.

A Career Rooted in Curiosity

Lildh’s journey began in viticulture, working in a Cornish vineyard, before joining the prestigious MDS graduate scheme - a two-year programme offering fast-tracked, hands-on experience across fresh produce, food production, agriculture, and horticulture.

Her placements included everything from tomato farms in Middlesbrough to market research roles and a stint in Malaysia. These diverse experiences set the tone for what has become a career defined by breadth, adaptability, and curiosity.

“I’m not from a horticultural background,” Lildh explains. “But the MDS scheme gave me the exposure I needed to understand what this industry is really about.”

Commercial Roles, Buying Power & Plant Passion

After completing MDS, Lildh moved into commercial roles, including buyer positions at Waitrose, Wyevale Garden Centres, and later leading the plant buying team at e-commerce brand Primrose. Through these roles, she developed a deep appreciation for both the science and the strategy behind what lands on our shelves, from herbs and veg to ornamental plants.

Despite the variety, her career has always returned to one theme: plants.

“At the very basics, even food is still plants,” she laughs. “It all comes back to horticulture.”

Rethinking the Word “Horticulture”

One of the most thought-provoking points Lildh makes in the episode is how confusing or inaccessible the term ‘horticulture’ can be to outsiders.

“Horticulture might mean something within the industry, but to the public? It’s often misunderstood or not understood at all.”

She believes this lack of clarity can create barriers to attracting young talent into the sector. By demystifying the roles within horticulture whether in food production, floriculture, or garden retail, the industry can better showcase the vital, vibrant, and varied careers it offers.

Young People in Horticulture Association (YPHA)

Lildh is also a passionate advocate for the Young People in Horticulture Association (YPHA) a growing, grassroots movement helping connect and empower under-35s working in or training for roles in horticulture.

With over 1,200 members, YPHA offers networking opportunities, mentorship, and career development - from growers and scientists to buyers and marketers.

“It’s such a supportive community,” says Lildh. “It brings together people from all corners of the industry, even pond dye specialists and rare plant collectors!”

As part of the YPHA committee and a member of the RHS Bursaries Committee, Lildh is helping the next generation of horticulture leaders access funding, exposure, and encouragement, things she believes are essential for long-term industry success.

The Future Is Digital: AI, Robotics & Data

While deeply rooted in tradition, Lildh is also looking ahead. One of her biggest interests is how digital technologies, particularly AI, robotics, and data science, are beginning to reshape the future of the industry.

With her background in e-commerce and trend forecasting, she’s fascinated by the evolving role of technology in buying, growing, and supply chains.

“The future will require us to learn and unlearn quickly. Careers will change. But there’s a huge opportunity if we embrace it.”

She’s optimistic about how tech can enhance the industry rather than replace people and urges professionals to stay curious and adaptable.

Final Thoughts: Learning, Legacy & Leadership

Lildh’s story is a reminder that careers don’t need to follow straight lines. Her mix of fieldwork, retail, research, and digital insight makes her a standout example of a modern, future-focused horticulture professional.

“We’re in an ageing industry. We need passionate people to continue the legacy of those before us.”

She’s doing her part to make sure that happens - mentoring, advocating, and inspiring the next generation, all while staying excited about what’s next.