Understanding and Working Within the EU Green Deal 

With the successful implementation of the EU Green Deal, Europe will be the first climate-neutral continent by 2050. With bold plans to cut emissions by over 55% by 2030, the produce industry supplying Europe will have to understand and work within these policies and regulations to remain compliant and profitable. In this 3-part series, EU Green Deal experts will help PMA members understand our industry's impact now and in the future, as similar initiatives are implemented in the US and other countries.

Session 1: An Introduction to the EU Green Deal

Focus: This session provides an introduction into the body of policies and legislation, background, and analysis on what the implications are on the full fresh produce and floral supply chain.

Original Event Broadcast Dates/Times:

4 May 2021, Tuesday - Free for PMA Members!

  • South Africa & Europe: 10 AM, South Africa Standard Time (GMT+2) & Central European Summer Time (CEST), Broadcast in English
  • Spanish Language Broadcast: Mexico (10 AM Mexico City) & Santiago (11 AM Chile Standard Time - CLT)
NOTE! You can still register for this session and have 24/7 on-demand access to the broadcast video recording, plus access to the many helpful documents and presenter videos that will help you fully understand the EU Green Deal.
Register for Session 1

David Farrell is a founding partner and the CEO of Blue North Sustainability,
a specialist sustainability consulting practice based in Stellenbosch. He has worked in the agricultural sector in South Africa for more than twenty years with the last thirteen years focussed on the subject of sustainability in farming systems and agri-supply-chains. David has a B.Sc. Agriculture (Horticultural Science) and a Masters in Business Administration (MBA), and is a Senior Associate and member of faculty of the University of Cambridge Institute for Sustainability Leadership (CISL).

Frédéric Rosseneu is corporate business development manager at Greenyard, a global market leader of fresh, frozen and prepared fruit & vegetables, flowers and plants, where he supports the group's sustainability and innovation efforts. Prior to joining Greenyard in 2014, he was food quality & sustainability director at Freshfel, the European fresh produce association. He obtained a Master's degree in Bio-engineering from the University of Ghent followed by a Master's degree in General Management from the Vlerick Business School.

Session 2: Retail & Demand Perspectives

Focus: In this session, we'll focus on the effects of the EU Green Deal on retail businesses and consumer demand - including how retailers can prepare their businesses to successfully navigate and operate within the EU Green Deal.

Original Event Broadcast Dates/Times:

1 June 2021, Tuesday - Free for PMA Members!

  • South Africa & Europe: 10 AM, South Africa Standard Time (GMT+2) & Central European Summer Time (CEST), Broadcast in English
  • Spanish Language Broadcast: Mexico (10 AM Mexico City) & Santiago (11 AM Chile Standard Time - CLT)
NOTE! You can still register for this session and have 24/7 on-demand access to the broadcast video recording.

Register for Session 2


As Chief Commercial Officer of Nature’s Pride, Adriëlle Dankier is responsible for all commercial activities, marketing, and the sustainable & new business department of this leading importing and exporting company in fruit and vegetables. Adriëlle has a passion for developing people and creating high performing teams. She has been in the fruit and vegetable industry since 1995 and started in Nature’s Pride in 2001, the starting year of the company. The company currently employs 530 full-time staff. Adriëlle is driven by close partnerships with growers and customers and by sustainability. She has attention for detail, focus on quality, and strives for continuous improvement and innovation. She is on the Board of Directors of PMA and is a member of the D&I Taskforce and the Sustainability committee. She is also a director at the World Avocado Organization.

Karin is the Chief Growth Officer at Kantar, working across markets from South Africa to Pakistan, Nigeria to Kenya and more.  Prior to this she was the Chief Executive Officer for Kantar South Africa, which covered the Kantar Millward Brown and Kantar TNS brands.  An inspirational business leader, Karin has over 25 years of experience in driving marketing, communications, and customer experiences that deliver business results for local and multinational clients.  She is passionate about her clients and has a determined drive to help employees and clients alike in harnessing the power of digital and mobile technology to achieve better insights and turn these into business opportunities.  Karin’s cultural sensitivity has been honed through global and regional experience, particularly through a three-year stint in Turkey based in Istanbul as Chief Client Officer for Kantar Insights in the Africa & Middle East region. Karin is a longstanding ESOMAR Member for Africa and was the Large Companies representative on the board of the South African Marketing Research Association (SAMRA). On a personal note, she thrives on challenge, runs on adventure, and is passionate about understanding what makes people tick, to better motivate them to reach new heights, and give of their best to the benefit of the greater team.

Session 3: The EU Green Deal Impacts on Business & Commercial Ventures

Focus: In this session, learn about the EU Green Deal's impact on business and how to de-risk your business endeavors. 

Event Broadcast Dates/Times:

6 July 2021, Tuesday - Free for PMA Members!

  • South Africa & Europe: 10 AM, South Africa Standard Time (GMT+2) & Central European Summer Time (CEST), Broadcast in English

13July 2021, Tuesday - Free for PMA Members!

  • Spanish Language Broadcast: Mexico (10 AM Mexico City) & Santiago (11 AM Chile Standard Time - CLT)

Register for Session 3