The EU Green Deal Series - Session 1: An Introduction to the EU Green Deal (South Africa & Europe)

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 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.


VIDEO: EU Green Deal Series Session 1- Understanding and Working within the EU Green Deal
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Open to view video. EU Green Deal Series Session 1: Understanding and Working within the EU Green Deal

David Farrell

Founding Partner & CEO at Blue North Sustainability

Blue North Sustainability

David Farrell is a founding partner and 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 focused on sustainability in farming systems and agri-supply-chains 

He founded Blue North with Eddie Vienings in 2011 and has been involved in a wide range of projects and activities towards improving the sustainability of the sector, including the development of the content of the Sustainable Fruit Initiative (SFI), which has become the sustainability program for the South African fruit industry (SIZA). Blue North also runs the Confronting Climate Change Initiative (CCC) on behalf of fruit and wine sectors and manages the implementation of FruitLook, a satellite-based remote sensing solution funded by the Western Cape Department of Agriculture and made available to all farmers in the Western Cape Province.  

During his career, David has led the development and implementation of the first large-scale ethical compliance program on farms in South Africa and conducted the first full life-cycle assessment of carbon emissions across international fruit export supply-chains. David’s work in the industry involves extensive exposure to, and engagement with, the leading growers, exporters, imports and retailers that make up South Africa’s agricultural export industry 

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). 

David Farrell es socio fundador y director general (CEO) de Blue North Sustainability, una práctica de consultoría especializada en sustentabilidad con sede en Stellenbosch. Ha trabajado en el sector agrícola en Sudáfrica por más de veinte años, y en los últimos trece años se ha enfocado en el tema de la sustentabilidad en los sistemas agrícolas y en las cadenas de suministro agrícola. David tiene una Licenciatura en Ciencias Agrarias (Ciencias Hortícolas) y una Maestría en Administración de Empresas (Masters in Business Administration, MBA),  es asociado principal y miembro del cuerpo docente del Instituto de Liderazgo en Sustentabilidad de la Universidad de Cambridge (Cambridge Institute for Sustainability Leadership, CISL).

Frédéric Rosseneu

Corporate Business Development Manager at Greenyard


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.

Frédéric Rosseneu es gerente de desarrollo de negocios corporativos en Greenyard, líder del mercado global de frutas y vegetales frescos, congelados y elaborados, flores y plantas, donde apoya los esfuerzos del grupo de sustentabilidad e innovación. Antes de unirse a Greenyard en 2014, fue director de calidad y sustentabilidad alimentaria en Freshfel, la asociación europea de productos frescos. Obtuvo una Maestría en Bioingeniería de la Universidad de Gante seguida de una Maestría en Dirección General en Vlerick Business School.

Lianne Jones

Country Manager, PMA South Africa


Anouk Sijmonsma

Global Regional VP Asia/Africa/Europe/Australia/New Zealand