Dutch marketing organisation Fruit Vegetables Agency Holland has confirmed the appointment of Fred van Heyningen, chief executive of Rabobank Westland, to its board.
According to the organisation, Mr Van Heyningen was asked to join because of his already close involvement in the country's fresh produce sector and his experience of encouraging greater added value in the fruit and vegetable supply chain.
Jack Stroeken, general manager of Fruit Vegetables Agency Holland, welcomed Mr Van Heyningen's appointment, saying he believed the Rabobank director would help build a stronger foundation for marketing Dutch fruit and vegetables.
Mr Van Heyningen is expected to be closely involved in developing marketing strategies and improving levels of professionalism within the sector.
'The horticulture sector must make rapid progress in terms of implementing a joint strategy and greater collaborative thinking,' said Mr Heyningen, adding that he felt collectivity was essential for horticulture.
