​Inside Soft Fruit: Careers, Quality, and the Reality of Modern Produce

In this episode of The More People Podcast, Andrew Fitzmaurice is joined by AlanaDeakin, Production Manager at Driscoll’s, to explore the world behind soft fruit - from career pathways and supply chains to consumer expectations and the future of talent in the produce industry.

For anyone curious about where their food comes from, how global supply chains really work, or what a career in fruit production actually looks like, this episode offers an honest and insightful perspective.

From Kenya to the UK Soft Fruit Sector

Alana’s journey into agriculture is anything but typical.

She grew up in Kenya on a flower farm, before moving to Ireland and then studying Agriculture at the University of Reading. While her degree covered sheep and arable farming, it was during her time working at Hall Hunter, fitting shifts around university holidays, that her path into fruit production really began.

After joining Hall Hunter’s graduate scheme, Alana progressed through farm management and operations roles, gaining experience across different parts of the supply chain. Eighteen months ago, she joined Driscoll’s, stepping into a role that sits at the intersection of growers, production, and commercial decision-making.

Why Soft Fruit?

Interestingly, Alana’s choice to work in fruit was partly influenced by what she didn’t want to do.

Watching her father manage the intense pressure of peak moments in floriculture -Valentine’s Day, Mother’s Day made her wary of industries with extreme single-day pressure points. Soft fruit, by contrast, offered a fast-paced but consistent workload, stretching from early glasshouse production through to December.

Add to that smaller machinery, fewer barriers to entry at the time, and strong progression opportunities, and fruit became the obvious choice.

The Changing Expectations of Consumers

One of the key themes in the conversation was how consumer expectations have evolved.

Soft fruit is no longer seen as seasonal. Today’s consumers expect strawberries, blueberries, and raspberries 365 days a year, with consistent quality regardless of where the fruit is grown.

Household penetration of berries continues to rise, driven by:

• Health-conscious eating

• Snack culture (especially for children)

• Convenience and availability

Soft fruit has become a staple - not a treat.

Delivering Consistent Quality in an Inconsistent World

Maintaining that consistency is no small task.

Alana is open about the reality: quality fluctuates. Weather, humidity, rainfall, and temperature swings all impact shelf life and fruit strength. Two weeks of warm, wet conditions can undo even the best planning.

The key to managing this lies in:

• Experienced growers who understand their crops inside out

• Honest communication across the supply chain

• Accepting that perfection isn’t always possible - but striving for excellence always is

Repeat purchase is everything. Without quality, the brand simply doesn’t survive.

The Role That Holds It All Together

Production and operations roles are often misunderstood and Alana’s job is a perfect example of why.

At Driscoll’s, her role acts as the bridge between growers and the central marketing desk, ensuring both sides stay aligned on the shared goal: selling great fruit successfully.

It’s not about choosing sides - it’s about balance, compromise, and clarity. That means:

• Tough but fair conversations with growers

• Translating commercial needs into practical realities

• Aligning supply with demand as closely as possible

As Alana puts it, when you strip it all back, everyone wants the same thing.

Thinking Beyond the UK

While the immediate focus is firmly on getting the UK operation right, the long-term view is global.

As systems tighten and efficiencies improve, attention naturally turns to Northern and Eastern Europe - countries like Poland, Romania, and Germany exploring how production closer to market could further strengthen supply chains.

No system is ever “nailed”, but progress comes from constant refinement.

Career Progression and Finding “the Magic”

Alana’s career has progressed quickly, something she credits to companies investing in her development and exposing her to different parts of the supply chain.

Looking ahead, her passion lies in solutions-based roles:

• Improving efficiency

• Aligning people with the right roles

• Creating environments where teams are motivated, ambitious, and pushing each other forward

She describes it simply as finding the magic - when everything clicks.

Attracting the Next Generation into Fruit

A major discussion point was the industry’s challenge in attracting new talent.

Despite agriculture courses across the UK, fruit production is often underrepresented at careers fairs, even within agricultural universities. Meanwhile, organisations like MDS have successfully drawn talent from a wide range of academic backgrounds by showcasing clear pathways and exposure.

Alana believes the industry can do more by:

• Collaborating on careers outreach

• Being honest about the realities of the work

• Setting clear expectations around workload and lifestyle

• Promoting long-term progression, not just entry roles

Fruit production is rewarding but it’s demanding. Transparency matters.

Learning, Travel, and the Power of Community

As Chair of the NextGen Fruit Group, Alana also highlighted the importance of shared learning and international exposure. The group’s next trip takes 54 members to South Africa, exploring everything from top fruit and citrus to drone spraying and blueberry production.

It’s about bringing ideas home, improving practices, and strengthening the future of the sector.

Final Thoughts

This episode is a reminder that behind every punnet of fruit is:

• A global supply chain

• Countless decisions

• Skilled people balancing risk, quality, and demand

For anyone considering a career in produce, or simply curious about how modern food systems work, Alana’s story is proof that soft fruit offers challenge, opportunity, and genuine long-term growth.