​Fresh produce has always been a brilliant place to start a commercial career. You pick things up quickly, deal with major retailers early on, and gain experience that others in different sectors often wait years to get. But if you’ve been in the industry for a while, you’ll have noticed something else. Some people push on and make steady progress. Others… don’t.

I often ask commercial professionals in fresh produce a simple question: If you could do your career again, what would you have done differently?

Many say they would have pushed for more ownership earlier, rather than waiting for someone to hand it to them. Others wish they hadn’t stayed too comfortable for too long, repeating the same tasks year after year. A surprising number say they would have sought broader experience sooner instead of focusing too narrowly on one retailer or one type of account.

These reflections say a lot about why some careers stall and what you can do to avoid the same pitfalls.

Comfort can be a trap

It’s easy to settle in. You know your accounts, you’ve built good relationships, and the day-to-day runs smoothly. But what starts as comfort can easily become stagnation. I speak to people who have spent four or five years in almost identical roles and then wonder why their careers haven’t moved on. Doing the same job well eventually stops being enough. The key is to keep challenging yourself. Take on new responsibilities, stretch into different projects, and don’t be afraid to step beyond what feels familiar.

Waiting for the right moment

Another common pattern is waiting for the perfect time to make a move. People tell themselves they need another season under their belt, a bit more experience, or that they’re “not quite ready yet”. The truth is there’s rarely a perfect moment to step up. Waiting usually means staying in the same place longer than you should. The best approach is to embrace growth proactively. Even if you don’t feel fully ready, taking that next step is often the fastest way to gain the experience you need.

Taking real ownership

Owning an account isn’t just about keeping things ticking over. It’s about making decisions, taking responsibility for margins, and thinking beyond the next week or month. Many people stay in execution mode for too long, and that’s often where progression stalls. To avoid this, look for opportunities to genuinely take ownership. Make the outcomes yours and show that you can handle the bigger picture.

Being good isn’t always enough

Being reliable and consistent matters, of course, but progression rarely goes to the safest pair of hands. It tends to go to those who speak up, put themselves forward, and make themselves visible internally. To avoid being overlooked, make your achievements known. Share insights, celebrate wins, and ensure people notice the impact you’re having.

Avoid narrowing your experience

Focusing on the same retailer or the same type of account for years can make you excellent in one area. But senior roles usually require a broader perspective. Depth is important, but without breadth, your options start to shrink. The way to avoid this is to seek exposure across different accounts, projects, or areas of the business. The broader your experience, the more doors open.

You have to drive your own career

Fresh produce doesn’t always come with clearly defined career paths. There isn’t always a next step ready and waiting. If you’re waiting for someone to tap you on the shoulder, you could be waiting a long time. The way to avoid stagnation is to take ownership of your career. Seek advice, explore opportunities, and make the moves that push you towards where you want to be.

What the people who progress do differently

From my conversations, the ones who look back without regrets have a few things in common. They take responsibility early, broaden their experience instead of repeating the same tasks, and stay open to opportunities even when they’re not actively looking. They don’t wait until they feel “ready” — they make things happen.

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Fresh produce gives you a strong foundation, but it won’t manage your career for you. Progression comes down to recognising when you’ve outgrown your current role and doing something about it. If you don’t, it’s all too easy to look up a few years later and realise nothing has really changed. But by staying proactive, embracing ownership, and broadening your experience, you can avoid the traps that hold many careers back and keep moving forward.