Fresh produce leader joins greosn to strengthen operational leadership and support the group’s next phase of international growth.
greosn has appointed Daniel Boakes as Chief Operating Officer, effective 25th October, strengthening its leadership team as the international fresh produce and horticultural grower group enters its next phase of growth.
Daniel brings more than 25 years of international fresh produce experience, spanning farming, genetics, agronomy, sourcing, category management and senior leadership.
He joins from Dole plc, where he has spent the past seven years as Managing Director of its UK retail business and served on the boards of several key businesses within Dole’s UK operations. Earlier in his career, Daniel held senior leadership roles within the Fresca Group and gained primary production experience while based in Spain. This breadth of experience gives Daniel an end-to-end understanding of the fresh produce supply chain, 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.
His expertise in imported supply and UK retail complements 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, said: “I am delighted to welcome Daniel to greosn. He brings exceptional experience from across the fresh produce industry, together with a proven ability to lead complex businesses and deliver strategy at scale.
“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.”
Daniel’s appointment follows a period of significant expansion for greosn. Over the past five years, the group’s strategic acquisition and consolidation programme has broadened its capabilities and created an increasingly diverse international portfolio of fresh produce and horticultural businesses.
At its core, greosn is a grower group. It invests in, operates and develops fresh produce and horticultural businesses for the long term, combining growing expertise with investment, strategic support and operational capability to unlock their potential.
This approach is embodied in greosn’s Grower + Plus model. Growing sits at its foundation, supported by partnerships, innovation, genetic development, sustainability and security. The “+ Plus” brings together expertise and capabilities from across the group to provide category management and end-to-end services for growers, partners and retailers, creating greater value and resilience across the supply chain.
Daniel Boakes said: “I am excited to be joining greosn as Chief Operating Officer. 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.
“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. I look forward to working with Matt and the wider greosn team to turn that opportunity into sustainable, long-term growth.”