In recent years, protein has dominated the healthy eating conversation, but it's slowly being pushed out of the spotlight to make way for fibre. The trend known as "fibre maxxing" is encouraging consumers, particularly young health-savvy shoppers, to actively increase the amount of fibre in their diets for a range of health benefits. Through foods such as wholegrains, nuts, pulses, oats, vegetables and seeds, and as someone that I guess has been influenced by the fibre brigade, I thought...let's unpack it from the perspective of recruitment within the food & fresh produce sector.

Fibre maxxing has derived from a genuine nutritional gap. UK adults are advised to consume 30g of fibre in a day, and when you start tracking this, believe me, it's really hard to hit. So, with the gap identified and a huge social media momentum, commercial potential has been unlocked.

For retailers, fibre maxxing opens up opportunities far beyond a few high-fibre claims on packaging. It has the potential to influence range reviews, own-label innovation, merchandising, shopper education and category growth across ambient grocery, bakery, breakfast, fresh produce, chilled food, snacks and food-to-go.

For growers and producers, fibre maxxing strengthens the commercial story around crops and ingredients that have sometimes been treated as everyday commodities. Beans, peas, brassicas, root vegetables, apples and berries all have a stronger role to play in product development, retailer storytelling and supply chain planning.

As fibre becomes a bigger commercial theme, employers across food retail, manufacturing, agriculture and horticulture may need different skills in their teams. The businesses that respond fastest will be those that can connect consumer insight with product innovation, technical compliance, supply chain resilience and strong commercial execution.

Product development and innovation: Teams that can create high-fibre products that still deliver on taste, texture and affordability.

Technical and regulatory expertise: Specialists who understand nutrition claims, labelling rules, reformulation and quality assurance.

Buying and category management: Commercial professionals who can identify where fibre-led ranges will drive incremental sales and customer loyalty.

Agronomy and crop specialists: Expertise in crop planning, yield, variety selection and sustainable production of fibre-rich ingredients.

Marketing and consumer insight: Talent that can translate health trends into credible, accessible messages without overpromising.

Supply chain and operations: Professionals who can manage availability, seasonality, cost pressures and supplier relationships as demand shifts.

I'd love to know your thoughts on the fibre maxxing trend - whether your role has started to encompass it, you are trying new ways of implementing it into your diet, or just interested in food trends like I am!

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