Silvia Janssen-Voorbij is Service2Fruit's new CEO

The Dutch auction house, Service2Fruit B.V., has appointed Silvia Janssen-Voorbij as its new CEO. She starts her new job on 1 February. With this appointment, the next step in the continuing professionalization of Service2Fruit has been taken.

Service2Fruit is an independent, online, European fresh fruit and vegetable trade platform. It was developed from the idea that buyers, as well as sellers, want to do business in an honest, transparent way. There should also be a fair price paid by all involved.

Service2Fruit, therefore, also actively brings buyers and sellers into contact with each other. This is done via a digital (e)commerce platform. This site is active 24/7, all year long. Services such as quality control, sorting, refrigeration, and transportation can easily be arranged. Again, Service2Fruit does this online.

Janssen-Voorbij's appointment is the first step in a strategic plan. She drew this plan up with the Board. It includes objectives such as:

- the further renewal and modernization of the services offered to all users, growers, and traders;

- the expansion and rationalization of European operations. This first step in this would be the integration of S2F Belgium and the Netherlands;

- ensuring the clear separation between the owners and the daily management of the business.

Silvia began her 22-year career in accounting. Here she gained experience in a broad range of companies in different sectors.  She has been involved in the fresh fruit and vegetable world for seven and a half years now.


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