When a frost hits Spain, a port strike delays shipments, or a major retailer changes an order overnight. In moments like these, who do you want at the helm?
In fresh produce, being a General Manager means much more than managing day-to-day operations. It’s about guiding teams, protecting slim margins, reacting fast to sudden changes, and knowing how each part of the chain connects. The best GMs combine commercial thinking, practical experience, and strong people skills, while keeping the bigger picture in mind.
At LCR International, we’ve worked with companies across the UK, Europe, Latin America and the US to help find GMs who lead with confidence, adaptability, and purpose. We've also supported many candidates preparing to take on this challenge, and we’ve learned what truly sets great GMs apart.
Commercial Thinking with Good Judgement
Margins in fresh produce are narrow. Strong GMs not only protect profit, but also know when to take smart risks. They stay close to the numbers, but also to the market, pricing, and costs. The difference is often in timing and judgement.
When we support clients with hiring, we often suggest asking candidates how they handled a tough season or sudden changes with a customer. The best answers show clear thinking under pressure, not just smart thinking after the event.
Practical, People-Focused Leadership
Fresh produce doesn’t run from a desk. Many of the best GMs we know still walk the packhouse, visit the fields, and speak directly to team members. They understand the real issues like how cold chain delays can affect delivery, or how sudden weather changes can impact quality.
At the same time, they build trust with teams. In this industry, where workforces are often spread out or seasonal, visibility matters. One client told us their GM reduced staff turnover by 30% in a year. It wasn’t through big changes, but by showing up, offering support, and leading with care.
Staying Calm in Chaos
Every GM will face surprises. It might be a frost in Spain, a delay at port, or a shift in retailer demand. What matters most is staying calm and clear-headed when these problems arrive.
We advise asking candidates how they reacted when things went wrong. Not just what they did, but how they led others through it. The strongest GMs stay focused, avoid blame, and guide the team forward with clear decisions.
Thinking Across the Business
Nothing in fresh produce happens in isolation. Sales affect supply. Quality affects logistics. Strategy connects everything. That’s why great GMs don’t just rely on their background. They bring together commercial and operational thinking.
We often recommend hiring managers consider candidates who’ve worked across different functions, for example, a Commercial Manager who’s worked with growers, or a Production Lead who understands retailer needs. This kind of experience often leads to better decisions and stronger teams.
Adapting to Different Markets
While the GM role has key traits everywhere, each region brings its own focus. In the UK or Germany, the role may be more structured, with emphasis on systems and compliance. In developing markets, it may be broader, requiring more flexibility and on-the-ground problem-solving.
In Latin America, many GMs need deep farming knowledge and export experience. In the Netherlands, it’s often about managing cross-border teams and supply into Europe. The strongest GMs understand what matters most in their local context, and adjust accordingly.
Looking Ahead
The GM role is changing. Digital tools, sustainability targets, and new consumer habits are now part of the job. The best leaders stay curious and open to change.
We’ve seen GMs use dashboards to track operations, test direct-to-consumer channels, and lead packaging innovations. These aren’t just extras. They’re part of how strong leaders keep the business moving forward.
Final Thought
Great GMs don’t just manage; they lead with purpose by guiding teams, protecting quality, and supporting the business through change. They know when to step in, when to trust others, and how to keep everyone focused on what matters most.
At LCR International, we don’t believe in ticking boxes. We believe in finding the right person who fits your goals, understands your market, and connects with your team. If you’re looking for your next GM, or if you’re preparing to take on that role yourself, we’d be happy to support you.
Key Takeaways
For Clients: What to Look for in a GM
- A balance of commercial and operational understanding
- Practical leadership that builds trust and reduces turnover
- Strong decision-making during pressure or disruption
- Cross-functional experience that connects the chain
- Awareness of local market needs and challenges
For Candidates: How to Prepare for a GM Role
- Gain experience across different business areas
- Build your leadership style with trust and communication
- Understand how each part of the supply chain fits together
- Stay adaptable — across regions, teams, and challenges
- Be open to learning and exploring better ways of working
