Jelger de Vriend is managing partner of Innovative Fresh. His company provides fresh produce intelligence to Europe's leading fresh produce companies and retailers. The company operates a knowledge center, runs market intelligence programs, and provides strategy consulting services. The company is based in The Netherlands and has built a strong network of partners, in particular in Europe and Latin America.

Jelger is a fresh produce and retail expert specializing in strategic sourcing, merchandizing, and driving innovation across the fresh produce supply chain; “from seed to shelf”. Although he has extensive experience in European retail he is an agronomist by education, holding 2 Master degrees from Wageningen University in The Netherlands.

Jelger has extensive experience in the fresh produce world; from the banana farms of Latin America to the European retail shelves. He worked for Chiquita Brands and Royal Ahold covering areas from postharvest technology, agricultural production to retail sourcing and merchandising.

He considers himself a scientific entrepreneur. His drive? Passion for Produce! Because without Passion...there is no progress!