​Fresh produce has long been one of the best training grounds for commercial talent. It gives people early exposure to major retailers, builds resilience, and develops a level of commercial awareness that’s difficult to replicate elsewhere.

But over the last couple of years, there’s been a noticeable shift. More commercial professionals from fresh produce are exploring opportunities in FMCG. At the same time, more FMCG businesses are actively targeting that talent. This isn’t a one-off. It’s something that’s coming up consistently in conversations across the market.

So what’s driving it?

Pay and reward

Fresh produce operates on tight margins, particularly when supplying major UK retailers. That naturally limits how far salaries, bonuses and long-term incentives can stretch. In FMCG, there’s often more flexibility in how commercial packages are structured. As people move into more senior roles, that gap becomes more visible and, for some, harder to ignore.

Intensity vs stability

Produce is fast-paced and reactive by nature. Weather, crop performance, logistics and supply chain issues all play a role, often at the same time. For many, that’s part of the appeal, but over time, the intensity can wear thin, especially when compared to FMCG environments, which are generally seen as more stable and predictable.

Progression

One of the most common themes we hear is around career progression.  FMCG businesses tend to offer clearer pathways, whether that’s moving up, moving across functions, or even relocating internationally. In fresh produce, structures are often flatter. You can gain excellent experience, but it’s not always clear what the next step looks like or how long it might take to get there. For commercially ambitious people, that uncertainty can be a deciding factor.

Transferable skills

The interesting part is that the same challenges that make produce demanding are what make its people so attractive. Commercial professionals in fresh produce are used to managing retailer relationships, working with tight margins and making decisions under pressure. Those skills translate well into FMCG, and hiring managers are very aware of that.

The bigger picture

This shift doesn’t sit in isolation.  Across food and fresh produce, attracting and retaining talent is becoming more difficult. Roles are taking longer to fill and the pool of experienced candidates isn’t getting any bigger. At the same time, professionals have more visibility of what’s out there. The result is a more fluid market, where movement between produce and FMCG is becoming increasingly common.

What candidates are saying

When we ask the question directly, the answers are fairly consistent. 

• “I enjoy produce, but it’s intense.”

• “I’m not sure what progression looks like here.”

• “The salary gap is becoming more & more noticeable.”

• “I’d be interested in seeing what the brand side is like.”

There’s no mass exodus. But there is a clear increase in curiosity, and less hesitation about exploring other options.

What this means for produce businesses

Fresh produce is still one of the most commercially demanding and rewarding parts of the food industry. But expectations are changing. The businesses that are attracting and retaining people well tend to be doing a few things consistently. They are staying realistic on salary, being clearer on progression, moving quickly when hiring and keeping an open mind on transferable skills.

None of that is new.

But in a market where good people have more choice, it makes a real difference. Because the competition for talent isn’t just coming from within produce anymore. It’s coming from FMCG as well.

And the businesses that recognise that early are the ones that will continue to attract the best people.