Incoming greosn COO Daniel Boakes To Drive Global Expansion

Fresh produce investment firm greosn has appointed Daniel Boakes as Chief Operating Officer (COO) to strengthen the leadership team and support the next phase of growth across its international horticultural grower group.

Image: greosn | Daniel Boakes, COO

Boakes, who was Managing Director of Dole’s UK retail business for seven years, will use his expertise in imported supply and UK retail to complement greosn’s global farming position. 

According to a press release from the company, he will build the group’s ability to connect production, supply, and service for growing partners and retail customers.

Boakes will also play a key role in delivering the greosn’s ‘Grower + Plus’ model, utilising his more than 25 years of international fresh produce experience, spanning farming, genetics, agronomy, sourcing, category management, and senior leadership.

The appointment of a COO on 25 October follows a period of significant expansion at greosn.

“We have grown significantly over the past five years and Daniel’s appointment strengthens our operational leadership at an important point in our development,” explained Matt Jarrett, CEO of greosn.

“His understanding of both growing and the commercial end of the supply chain will be invaluable as we bring our businesses closer together, deliver our strategic plan and maximise the opportunities across the group.”

Boakes, who also served on the boards of several key businesses within Dole’s UK operations and previously held senior leadership roles within the Fresca Group, said he was excited to be joining greosn as it seeks to build businesses for the long term.

“Having watched greosn develop over the past five years, I have been impressed by the clarity of its direction, the breadth of the group and the differentiation created through its vertical integration and assets across the supply chain,” Boakes commented.

“There is a significant opportunity to bring those strengths together even more effectively and deepen relationships with growers, partners and retailers. I look forward to working with Matt and the wider greosn team to turn that opportunity into sustainable, long-term growth,” he added.

Over the past five years, greosn’s strategic acquisition and consolidation programme has broadened its capabilities and created an increasingly diverse international portfolio of fresh produce and horticultural businesses. 

At its core, greosn is a grower group. It invests in, operates, and develops fresh produce and horticultural businesses for the long term, combining growing expertise with investment, strategic support, and operational capability to unlock their potential.

This approach is embodied in greosn’s Grower + Plus model. Growing sits at its foundation, supported by partnerships, innovation, genetic development, sustainability, and security. 

The ‘+ Plus’ brings together expertise and capabilities from across the group to provide category management and end-to-end services for growers, partners and retailers, creating greater value and resilience across the supply chain.

greosn said that the breadth of experience gained by Boakes gives him an “end-to-end understanding” of the fresh produce supply chain, from grower through to retailer, alongside extensive experience of leading complex businesses and delivering strategy at scale.

This together with a proven ability to lead complex businesses and deliver strategy at scale means Boakes is well placed to strengthen operational performance and collaboration across the group as greosn’s COO.