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 25th 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 member-driven 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 food 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”.

Expansion includes increased retail presence, robust eCommerce availability, and a wide distribution network

Ingrilli Citrus, Inc., a family-owned business producing high-quality citrus juices out of Capo d’Orlando, Sicily, announced the solidification of its brand in the United States markets. This strengthened U.S. presence includes a wide distribution network, a strong retail presence, operational eCommerce sales, and streamlined sales to retailer warehouses – all of which has been made possible because of the brand’s uniquely focused, in-house farming and manufacturing.

“The Ingrilli family has been farming in Sicily and selling products worldwide for five generations, and our goal has always been to share the labor of our love with as many people as possible,” explains Giuseppe Ingrilli, Business Development Manager, Ingrilli Citrus, Inc. “With this increased U.S. presence, we have done exactly that, establishing our brand on the world stage and sharing our organic, farm-to-table, high-quality and never from concentrate juices directly with you. No other lemon and lime squeeze bottle manufacturer can say that, and we are very proud of the accomplishment.”

Ingrilli^™ first began selling citrus juices in the United States in January of 2020. Like all businesses, Ingrilli^™ was impacted by the COVID-19 pandemic, but the company was able to quickly resume sales and operations. Since then, Ingrilli Citrus, Inc., has opened and maintained operations with multiple distributors, started to sell direct full container loads to retail warehouses, and expanded its retail presence nationwide.

The company attributes this expedient growth to the phenomenal movement of Ingrilli^™ products at the retail level, the company’s standout sales team, its excellent relationships with brokers, customers, and retailers, and its singular focus on delivering the highest-quality lemon and lime juice products.

Following this success, Ingrilli™ aims to give back to the community. Since the beginning of the year, Ingrilli Citrus, Inc., has donated about 40,000 bottles of lemon and lime juice to help to feed the hungry, and the company will continue to donate as the opportunities arise.

About Ingrilli Citrus, Inc.
Ingrilli Citrus, Inc. is a family-owned business with five generations of farming and producing citrus juices directly from their family orchard in Capo d’Orlando, Sicily. All Ingrilli^™ juices and condiments are batch-produced directly in their facilities in Sicily. The company follows the strictest food safety standards, and they do not outsource any of their production. This allows them to squeeze the freshest lemons, maintain the highest quality, and produce the best-tasting juices on the market today.