As we look back on 2025, one thing is clear across the food, fresh produce, agriculture and horticulture sectors: strong commercial teams have never mattered more.
Economic uncertainty, inflationary pressures and rising employment costs have continued to squeeze margins right across the supply chain. At the same time, customer relationships are more complex, data-driven and competitive than ever. The result? A growing demand for high-calibre commercial professionals and a shrinking pool of talent to meet it.
A persistent shortage of commercial talent
Throughout 2025, we’ve continued to see a shortage of talented individuals available to supply the growing need for best-in-class commercial teams. Businesses know that the quality of their account managers, buyers, commercial managers and heads of function directly impacts profitability and long-term customer partnerships.
Yet hiring hasn’t been straightforward. Inflation, cost price increases and cautious forecasting have meant many organisations are trying to do more with less – often asking already-stretched teams to carry additional responsibility.
The end of ‘we’ll absorb the role’ thinking
A clear shift this year has been the slowing of a trend we saw in previous years: filling gaps internally rather than hiring.
Historically, when someone left a commercial role, responsibilities were often redistributed across the team with no replacement hire. In 2025, that approach has become far less common. Quite simply, most businesses in the supply chain are already operating lean. There is little slack left, and the cost of burnout, lost customers, or missed opportunities is now outweighing the perceived savings of not recruiting.
The defining trend of 2025: hiring for values and culture
Perhaps the most interesting development we’ve seen in 2025 is a move away from purely “like-for-like” hiring.
Rather than simply trying to nab someone from a competitor with identical category experience, more businesses are getting creative. Hiring decisions are increasingly being led by:
Cultural alignment
Shared values
Attitude, adaptability and learning mindset
This shift has brought fresh thinking into many commercial teams. Individuals from adjacent sectors, or even outside the category altogether, have introduced new ways of working, challenged long-held assumptions and helped businesses rethink how they serve customers.
Category knowledge still matters - but it’s no longer the only deciding factor.
Looking ahead to 2026
So what do we expect next?
As we move into 2026, we believe values-led hiring is here to stay. Businesses that prioritise culture fit alongside capability are seeing stronger engagement, better collaboration and teams that are more resilient in the face of change.
This approach is also likely to accelerate the introduction of new skills into commercial functions – whether that’s stronger data literacy, improved negotiation styles, or more strategic customer partnerships that go beyond price.
With ongoing changes in employment legislation, increased staffing costs and inflationary pressures showing little sign of disappearing, having the right commercial leaders in place will be critical. The businesses that thrive will be those with commercial teams capable of protecting margin, strengthening relationships and adapting quickly to whatever the market throws next.
Final thoughts
If 2025 has taught us anything, it’s that great commercial people are no longer a “nice to have” - they are a competitive advantage.
And once the dust settles, the inbox clears, and you manage to find more than 24 hours to celebrate…
We wish you a very Merry Christmas and a prosperous 2026.
