Freshfel Europe Appoints Frédéric Rosseneu (Greenyard) as New President

Giardini Naxos, Sicily – Freshfel Europe, the European Fresh Produce Association, held on 15-16 April 2026 its statutory annual general assembly meeting (AGM) in Sicily, marking a moment of transition, reflection, and renewed ambition for the sector after 25 years of activities while appointing its 2026-2028 term Board.

The AGM marked the 25^th Anniversary of Freshfel Europe. It was the opportunity to review achievements, pending duties and set direction for the upcoming years. This year’s event also concluded the four-year mandate of Freshfel Europe President Salvo Laudani, who led the association through a particularly challenging period shaped by climate volatility, economic pressures, regulatory complexity and geopolitical instability. 

During Salvo Laudani’s presidency, the sector faced and adapted to multiple challenges. Freshfel Europe strengthened the position of fresh produce as part of the solution to major societal challenges, notably in health and sustainability. Freshfel Europe also relentlessly called for rectifying some fresh produce image misperceptions while seeking greater recognition by policymakers and consumers of the unique and essential assets of fresh produce.

Reflecting on his 4-year mandate, Salvo Laudani stated: “It has been a privilege to serve this great and fascinating sector. I leave my position as President with pride in what we have accomplished together in Freshfel Europe. Given the unique value of fresh produce, the sector must look ahead with optimism.”   

Freshfel Europe’s General Delegate, Philippe Binard, presented the association’s Activity Report, outlining key achievements and the measurable impact of the Association’s work over the past year and in the context of the last 25 years. The report highlighted Freshfel Europe’s role in delivering transparent, accountable, and memberdriven actions aligned with sector priorities.

Commenting on the association’s work, Philippe Binard emphasised the importance of continued engagement of the sector with a single voice: “Freshfel Europe’s actions were driven by clear priorities and capacity to adapt as the sector is operating in a context of constant uncertainty, from climate pressures to geopolitical disruption or regulatory complexity and rising costs impacting competitiveness. In this environment, Freshfel Europe has intensified its activity to ensure the sector is not only protected, but also better positioned to move forward and remain competitive to focus primarily on the main priority which is to significantly increase consumption”.

The General Assembly approved the appointment of a new Presidency and Board for the 2026–2028 term, ensuring continuity while reflecting the diversity of the sector across business segments and geographical areas. Frédéric Rosseneu (Greenyard) was elected as President of the Association and will be accompanied by Anders Lind (COOP Trading) as Treasurer, José Antonio Garcia (Ailimpo) and Richard Schouten (Dutch Fresh Produce Center) as Vice-Presidents. A board-at- large was also confirmed for the next two years to steer the association in the best interests of the sector from a supply chain perspective. A key milestone of the AGM was the adoption of the Freshfel Europe Manifesto 2026–2030, setting out strategic priorities for the next five years. The Manifesto positions the fresh fruit and vegetable sector as a central solution for healthy diets, sustainable food systems and aims at strengthening the sector’s role within very competitive

A key milestone of the AGM was the adoption of the Freshfel Europe Manifesto 2026–2030, setting out strategic priorities for the next five years. The Manifesto positions the fresh fruit and vegetable sector as a central solution for healthy diets, sustainable food systems and aims at strengthening the sector’s role within very competitivefood markets. The Manifesto is also calling for stronger political recognition of fresh produce in policymaking through increased coordinated action within the fresh produce sector.

The Manifesto outlines key policy priorities including among other placing fruit and vegetables at the centre of EU policies based on a “fresh first” approach, driving consumption in line with health and sustainability guidelines, safeguarding competitiveness with the right toolbox for production within science-based and harmonised regulation. The Manifesto also underlines the need to strengthen the Single Market and ensuring fair trade conditions for international trade.

Freshfel Europe new President Frédéric Rosseneu stated: “This Manifesto provides clear and ambitious priorities to strengthen the role of the fresh produce sector in Europe, ensuring it delivers on health, sustainability and competitiveness in an increasingly complex business landscape.”  

With a new leadership team and strategic priorities in place for Freshfel Europe’s leadership, Frédéric Rosseneu added: “Freshfel Europe enters its next chapter with renewed momentum. I look forward to collaborating with the Presidium, the newly elected Board and all the members implementing the Manifesto, mobilising the necessary resources to increase fruit and vegetable consumption and deliver impact for the sector in the years ahead”.

Freshfel Europe is the European Fresh Produce Association, representing the interests of the fresh fruit and vegetables supply chain in Europe and beyond. Freshfel Europe currently has over 200 members, including both companies and associations. For more information, please contact info@freshfel.org