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Gen Z: snowflake generation or perfect match for fresh produce?

With a surge in graduates applying to be part of the fresh produce industry, MDS COO Sapphira Waterson says knowing who Generation Z is and what they want from a job can increase productivity and profitability for businesses. 

At MDS, we specialise in graduate training in fresh produce businesses and have placed more than 150 Trainees from Generation Z, the term used to identify those born in the late 90s, in tough, demanding roles over the last five years. Sapphira, says this generation has a lot to offer the industry: 

“With a thirst for variety, responsibility and self-improvement, what could be a more perfect fit for the fast-paced fresh produce industry? Gen Z is sometimes referred to as a snowflake generation for their perceived lack of resilience and oversensitivity but that annoys me. They have been in the workplace for a few years now and we’ve had an insight into how they tick. They have certain demands and priorities, but employers who recognise how they can get the best out of these twenty-somethings will be repaid with hard work and fulfilled, productive employees.” 

Gen Z-ers are not solely in it for the money, Sapphira explains; they want a fun place to work where they feel valued. They like to be given responsibility and accountability but also thrive with regular check ins from managers and colleagues, even if it’s just for five minutes. They are self-aware and prepared to learn from failure but need more emotional support than their employers may have had as they entered the workplace.

“Admirably self-aware, this generation sees feedback as vital to their self-improvement, and managers need to leverage this to push their mentees to their best potential. They tend to need more emotional support as they learn resilience, and while this may grate on baby boomers who worked hard and late, and sometimes for free, to get their rung on the ladder, at MDS we have seen the positive results of nurturing young people in a demanding role. And why be tough if we can get the results another way?” 

Sapphira says to retain Gen Z-ers in the business, they need to feel valued and to see clear opportunity for growth and career progression. This goes beyond salary - and not just to pensions and benefits that give them security - but to feeling a respected part of the team.  Variety in the job, and open conversations about where career opportunity lies are also vital.   

A recent survey carried out by MDS shows that for young people, priorities have shifted, pre- and post-Covid outbreak, from wanting a good salary to wanting stability, and a recognition that the food industry offers this. A doubling in applications to MDS’ graduate training programme has shown how the pandemic has boosted the food industry’s image, not only in terms of job security, but as a diverse and dynamic place to work with challenge and reward.  

MDS recruits graduates from across disciplines including engineering, agriculture, food science and technology. Steve Carter of Fleurie Nurseries says that MDS not only identifies capable future talent that works well in this industry but supports both the Trainees and the managers to nurture it: 

“By their very nature, MDS Trainees are aspiring managers and MDS’ Leadership Programme supports them to rapidly develop strong leadership skills, but it’s more than this. The MDS team is also there to give the emotional support and extra mentoring that brings these young people on and supports our managers with training in how to maximise on the touch points for this generation, such as being ‘there’ more; giving them autonomy and how to keep them in the business. Having an MDS trainee has been particularly useful in the last few months when we need self-starters – especially if they are working remotely – who can perform under pressure as we have had to focus on the constantly changing demands of the supply chain.” 

In the same way that the fresh produce industry has flexed to adapt to the buying habits of Generation Z, Sapphira says so it needs to when employing them: 

“We’ve seen that, as consumers, Gen Z look for a rewarding experience, authenticity, social responsibility and brands with purpose. The same multi-dimensional decision making is applied to their career choice. In fact, they see themselves as consumers in the job market, having paid for three or four years of further education. Their approach is, what can you give me? Although taking Gen Z into your fold may require a little more nurturing and connection, we are not going back so businesses need to adapt, and by working with the positives this generation brings, employers will not see snowflakes melting but strong, able young people with a new perspective.” 

Top tips from MDS COO Sapphira Waterson: 

Give them responsibility with accountability

Gen Z thrive on a challenge and feel valued and driven if they are also accountable. 

Keep the communications network open and give regular feedback 

Gen Z are communaholics, used to being constantly in touch. They perform better with regular contact from their managers, even if it’s brief check in, and, self-aware and keen to constantly improve, they thrive on feedback.  

Variety and progression 

Keep them interested with variety and talk openly about opportunity for their progress in the business 

Trust them to do the job 

They prioritise mental and physical wellbeing, and where baby boomers would have worked late to be seen to be diligent, you are more likely to see this generation work fewer hours to maintain their health and happiness, but their work time will count. 

A Year in Review

We at MDS have recently seen a marked change in interest from graduates, Member secondments, and new Members. We have had the most applications ever from graduates wanting to make their careers in food, farming, and fresh produce.

During 2020 the number of MDS applications has increased dramatically [from 432 in 2019 to 892] and we have placed 120 Trainees in secondments with Member companies, 56 in April and 64 in October.

The food sector is now being recognised as a secure and diverse sector, and one that ensures secure, long-term employment. Our team has capitalised on the COVID/Brexit uncertainty by sharing the sector’s career opportunities much more widely via virtual careers events, webinars, and an improved social media presence. Increased graduate applications will allow MDS to expand, but to do this we need more Members. Progress here has also been very good; we have increased from 49 Members in January 2020 to 58 at the end of 2020

Like every business, the pandemic has changed how we operate. Training has moved online and around 60% of Trainees are working on flexible arrangements between home working and their employer. These changes have created cost-savings which have allowed us to bring forward investments needed for MDS’s development, including software and hardware upgrades and investment in the MDS corporate identity and marketing.

Looking ahead we predict that the changes forced by Brexit will bring further opportunity for MDS and our Members. We are seeing signs that an increased number of modern facilities outside the UK want UK-trained management. This has already enticed many Eastern Europeans back to their country of origin and resulted in a renewed interest amongst employers for nurturing home-grown future leaders. We have had an unprecedented level of requests for secondments from our Members and in Members wanting to join MDS.

The pandemic has created widescale acknowledgment that the food and fresh produce industry is a fundamental service, and there is the recognition that it is a sector that can ride significant turbulence or a recession, which is why it’s an attractive career choice. Furthermore, as the sector adopts and communicates the technology it is embracing, we are in a strong position to offer new Trainee roles, for example engineering graduates interested in the automation of fruit picking and on packing lines.

Our focus for 2021 will be:

1. To prepare for the doubling in applications and secondment demand that we have seen this year; while 2020 may be a blip, this increased interest may remain, and we need to be prepared.
2. To generate closer links with university departments, not just career services, to attract the right graduates.
3. To develop a regular, structured contact and feedback process with Members to ensure that you are getting the most from MDS.
4. Working with MDS’ alumni as ambassadors for the programme.

MDS and Covid-19 Update

MDS is currently operating as usual. We are in constant contact with all of our members and trainees and plans have been put in place to ensure that training and secondments take place as planned.

We are accepting applications as normal and the first stages of the process are unaffected. For those applicants that are invited to assessment days , these will be held virtually. Successful applicants will receive details of this in due course.

We are aware that many graduates or current students may have had to cancel plans to travel over the summer. You may therefore be looking for temporary or seasonal work instead. We are teaming up with a number of our members to promote seasonal working opportunities  and besides a method of earning over the summer many of these positions offer opportunities to work outside, learn new skills and in some cases accommodation is provided. Why don’t you use your summer to make new friends and gain an insight into the agricultural industry. Please have a look on our vacancies page for more details.

Celebrating 50 member companies!

We are very excited to announce that we now have 50 MDS member companies!  We have come a long way since MDS was established in 1986 by G’s, Greens of Soham and QV Foods (now known as AH Worth).

Over the summer we have had 7 new members join us, all of whom will be taking on their first trainee during the upcoming winter secondment period. We would like to welcome Corteva, The James Hutton Institute, JDM Food Group Ltd, Scottish Agronomy Ltd, Morrisons Ltd, NIAB and Greencell Ltd to MDS. We look forward to continuing our growth as we work in co-operation with all of our members to provide a graduate scheme like no other.