Over the past few years this magazine, along with almost every other food and horticultural trade journal we subscribe to, has featured lots of articles and comments from observers puzzling as to how they are going to attract the 'bright new talent' that their industries will need to thrive and prosper.

Most people working in our business have established track records in the sectors they operate in and I'd like to think that in their heyday more than one or two might even have fitted this description. These days some of the shine may have worn off but one thing that we all retain is a real enthusiasm and passion for the industries we represent.

Enthusiasm, passion, and let's not forget drive! All great words that many of our clients will use when outlining the characteristics of the candidates they really want to see from us as they express exasperation over the lack of such qualities in today's graduates. A lot of our clients believe that graduates are less clearly motivated and less driven than they used to be and if they are focused on anything it's a "quick win". To them it's all about the rewards here and now with little focus on the effort needed to generate that over the long term. It's X Factor careers rather than Apprenticeships!

To many these sentiments might ring true, but in reality just how factual are they? Today there are more than twice as many graduates as 30 years ago, so it's no surprise that we have to talk to more and more graduates every year to find our future stars than we did then. But does that mean that today's generation is any less ambitious than previous ones?

If my recent experience is anything to go by, then the answer is no. Last week we exhibited at a graduate careers fair at one of our university partners and, as I do every time I am there, I came away really impressed with the attitudes and abilities on show.

The students were keen to talk to us about the job market and were fascinated with our thoughts about the food sector and the variety of roles and opportunities available to people with ability and the right attitude. Perhaps what was surprising was that we were the only recruiter there from the food industry. Great for us and the clients we represent but what about the rest?

There are some great graduates out there, you just have to go out and find them. Twitter and Facebook are certainly valuable new tools, but there's still a lot to be said for getting out there and pressing the flesh. Enthusiasm and passion are things that successful people in our sectors possess in abundance, and they are infectious. It's not easy. It takes hard work and graft but us oldies are supposed to be good at that, aren't we?n

Guy Moreton is director of recruitment practitioner MorePeople.

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