Former FrieslandCampina executive set to help Dutch cooperative strengthen ties between growers and customers
Dutch fresh produce marketer The Greenery has appointed Dennis van Zwieten as its new chief commercial officer, effective 1 October 2026.
In a statement, the group described the appointment as a further step in the implementation of its growth plan, Strategy2030, which aims to strengthen connections between growers and customers and benefit both groups in the process.
Van Zwieten brings more than 25 years of commercial and leadership experience with FrieslandCampina, one of the world’s largest dairy businesses.
As a member of The Greenery’s executive team and board, he is expected to play a central role in further strengthening those grower-customer links.
“With Dennis, we are bringing in an experienced commercial leader who knows both the customer market and the cooperative context,” said supervisory board chair Niels Zuurbier.
“This aligns well with Strategy2030,” he added. “Our growth must come from a strong connection between enterprising growers and customers. Dennis has the commercial experience and leadership needed to help shape this development further together with the organisation.”
According to the statement, Van Zwieten is set to focus on strengthening existing customer relationships, developing new commercial opportunities, and creating an increasingly strong link between customer demand, assortment, and cultivation.
David Markowski, CEO of The Greenery, commented: “Growers and customers are the starting point of our growth strategy. When we effectively connect the ambitions and capabilities of our growers with the needs of customers and consumers, we create value on both sides. Dennis brings a great deal of relevant experience to help accelerate this further.”
