Freshfel Europe Sets New Course As Rosseneu Takes Helm And Sector Looks Ahead
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Freshfel Europe has set out an ambitious roadmap for the future of the fresh produce sector, marking a moment of transition and renewed direction at its 2026 Annual General Meeting (AGM) in Sicily.
Held in Giardini Naxos on 15–16 April, the AGM also saw Frédéric Rosseneu (Greenyard) appointed as the association’s new President for the 2026–2028 term, succeeding Salvo Laudani following the completion of his mandate.
The meeting coincided with the 25th anniversary of Freshfel Europe, offering a timely opportunity to reflect on progress made across the sector while setting priorities for the years ahead. During Laudani’s presidency, the industry navigated a challenging landscape shaped by climate volatility, economic pressures, regulatory complexity and geopolitical instability.
Reflecting on his tenure, 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, highlighting both recent achievements and the organisation’s long-term impact. He emphasised the importance of unity and adaptability across the sector, noting: “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 AGM also confirmed a new leadership team, with Anders Lind (COOP Trading) appointed Treasurer, alongside Vice-Presidents José Antonio Garcia (Alimpo) and Richard Schouten (Dutch Fresh Produce Center). A board-at-large will support the presidency over the coming two years, ensuring broad representation across the supply chain.
The Fresh Produce Consortium (FPC), a proactive member of Freshfel Europe, continues to play an active role in shaping discussions at European level, with Chief Executive Nigel Jenney serving on the board. This longstanding partnership is expected to become increasingly important as the outcomes of the UK/EU reset begin to emerge, particularly in ensuring the interests of the UK fresh produce, flower and plant supply chain are clearly represented and understood.
A central milestone of the meeting was the adoption of the Freshfel Europe Manifesto 2026–2030, which sets out strategic priorities for the next five years. The manifesto positions the fruit and vegetable sector as a key driver of healthy diets and sustainable food systems, while calling for stronger political recognition and a “fresh first” approach within EU policy frameworks.
It also outlines priorities including aligning consumption with health and sustainability guidelines, safeguarding competitiveness through science-based and harmonised regulation, and strengthening the Single Market to ensure fair conditions for international trade.
Newly appointed President Frédéric Rosseneu underlined the significance of the strategy, stating: “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.”
Looking ahead, Rosseneu signalled a collaborative approach to delivering the manifesto’s goals, adding: “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”.
With a refreshed leadership team and a clear strategic vision in place, Freshfel Europe is positioning the sector to navigate ongoing challenges while driving growth, sustainability and increased consumption across Europe.