The UK food and drink industry is confronting a critical workforce challenge and has united behind a bold new talent campaign, Mmmake Your Mark, led by the Institute of Grocery Distribution (IGD). Aimed at tackling persistent labour shortages and skills gaps, this 2025 initiative seeks to reshape perceptions and highlight the diverse, rewarding career opportunities available across the entire food system, from farm to fork.

Newly commissioned research by IGD reveals a significant disconnect between young people’s career aspirations and their awareness of the sector’s opportunities. Surveying over 1,000 young people aged 16-25 alongside an equal number of parents, the study exposed a “Guidance Gap” where young individuals, despite a strong interest in creative and purposeful careers, rarely consider food and drink as an option. This gap is compounded by parental and educational influences steering youth towards traditionally valued fields such as law, medicine, or finance, even when these do not align with their true interests.

Over a third of young respondents identified parents or guardians as their primary career influencers. Although nearly two-thirds express enthusiasm for industries driven by creativity and service, including food and hospitality, one-fifth remain unaware that their passions could be realised within the food and drink sector. Moreover, nearly three-quarters of young people surveyed do not perceive the food and drink industry as a place where they can find purpose or develop valuable skills, despite the sector’s capacity to meet their interests.

The campaign seeks to alter this outdated narrative by showcasing the modern reality of the industry, which encompasses high-tech roles in AI, cybersecurity, engineering, data analytics, and sustainability. These are far from the traditional stereotypes and signal an innovative, evolving sector rich with professional and well-paid opportunities.

Sarah Bradbury, CEO of IGD, emphasises the industry’s dynamic scale and potential: “The food and drink industry is one of the UK’s largest private-sector employers, offering incredible careers which are professional, varied, high-tech, and well-paid. Through our Mmmake Your Mark campaign, we want to bridge this knowledge gap and showcase the rewarding careers available.” She stresses the importance of engaging parents, career advisors, and young people to elevate the sector’s profile.

Balwinder Dhoot, Director of Growth and Sustainability at the Food and Drink Federation, highlights the sector’s pivotal role and looming demands: “Food and drink manufacturing provides half a million jobs across the UK, contributing to a thriving food system. The next decade is crucial as we aim for net zero emissions, healthier diets, and harnessing a £14 billion growth opportunity through AI, digital technology, and automation. None of this is possible without the right people.”

John Yarham, Interim CEO of The Careers & Enterprise Company, underscores the sector’s economic and workforce significance, noting the urgent skill shortages it faces. He praises Mmmake Your Mark as an exemplary collaboration between industry and education to inspire young talent toward meaningful careers within the food system.

The national scale of the challenge is underscored by the fact that the UK food system currently employs approximately 4.2 million people, or about 13% of all employment—more than one in eight jobs. With the UK’s population projected to grow from 69.9 million in 2025 to 73.4 million by 2035, demand for food and drink is set to surge, requiring increased domestic capacity. This intensifies the need for a skilled and sustainable workforce to prevent worsening labour shortages.

The Mmmake Your Mark campaign advocates for an industry-wide movement, encouraging businesses across the food and drink sector to actively promote career opportunities throughout September. Companies are supported with adaptable resources and social media toolkits designed to amplify their reach and collectively raise the sector’s profile using the hashtag #mmmakeyourmark.

This government-endorsed initiative follows recommendations from the Independent Review into Labour Shortages in the Food Supply Chain commissioned by the Department for Environment, Food & Rural Affairs. It has also garnered support from leading organisations including Arla Foods, Nestlé UK, the National Farmers’ Union, and Danone, reflecting a broad consensus on the urgent need for reform in talent attraction and retention.

A recent poll cited in the campaign’s launch reveals nearly half of young people aged 16-24 have never considered a career in the food and drink industry, a statistic that the campaign aims to change by connecting youth with the modern reality of the sector. It also seeks to address critical socio-economic issues through careers that contribute to nutrition, healthy lifestyles, climate resilience, food security, and economic growth.

In sum, the UK food and drink industry’s workforce challenge demands a concerted, innovative approach to talent development. The Mmmake Your Mark campaign endeavours to inspire a new generation to discover fulfilling careers that not only align with their passions but also secure the sector’s future and the nation’s food supply.