The fresh produce investment group says it is looking to strengthen its operational leadership to support its next phase of growth
Fresh produce investment firm greosn has announced the appointment of Daniel Boakes to chief operating officer, effective from 25 October, as the company eyes further international growth.
Boakes has more than 25 years’ experience in international fresh produce, including in farming, genetics, agronomy, sourcing category management and senior leadership.
For the past seven years, Boakes has been managing director of Dole’s UK retail business, having previously held senior leadership roles at Fresca Group, gaining primary production experience while based in Spain.
“This breadth of experience gives Daniel an end-to-end understanding of the fresh produce supply chain,” the company stated, “from grower through to retailer, alongside extensive experience of leading complex businesses and delivering strategy at scale.
“As chief operating officer, Daniel will work across greosn to strengthen operational performance and collaboration across the group’s businesses. He will also play a key role in delivering the group’s Grower + Plus model and strategic plans with retailers.”
Boakes’ expertise in imported supply and UK retail is set to complement greosn’s global farming position, strengthening the group’s ability to connect production, supply and service for growing partners and retail customers.
Matt Jarrett, CEO of greosn, commented: “We have grown significantly over the past five years and Daniel’s appointment strengthens our operational leadership at an important point in our development. 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 said he was excited to be joining the team. “What attracted me to the group is its grower-led approach, entrepreneurial culture and clear ambition to build and develop businesses for the long term,” he explained. “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.
“There is a significant opportunity to bring those strengths together even more effectively and deepen relationships with growers, partners and retailers.”
