Our skills-based board structure designed to bring together the best mix of financial, strategic and management skill and the invaluable insights of board members who have firsthand experience in the fresh produce sector. Our eight-member Board includes five members who live and breathe Sydney Markets, and three appointed members who come with a specific skillset to help Freshmark achieve its goals on behalf of its members.
Freshmark Chairperson of the Board | Samsons Fruit & Vegetable Supply
Carlo has been involved in the wholesale fruit and vegetable industry for over 35 years, and his experience and knowledge have earned him a reputation for excellence. He is Managing Director of Samson’s Fruit and Vegetable Supply and is Chair of both Freshmark and the Sydney Markets Foundation. He takes pride in supporting local growers and believes in the importance of promoting fresh and healthy food to the community.
Carlo continues to be a driving force in the Sydney Markets, and is leading Freshmark’s transition to a skills-based board structure designed to position the organisation and the industry for the future.
Freshmark Board Member | JetBest Group
Steve is passionate about the industry and the people it supports and believes the Sydney Markets play a key role in the success of the sector.
His goal is to connect growers with customers and the end consumer, through the engagement and growth of people. He believes there is a fantastic story to tell an increasingly sophisticated consumer base, looking for provenance and authenticity in the fresh produce they buy.
Steve heads JetBest Group, and is excited to support Freshmark to be responsive and innovative in meeting market demands and putting customer service at the heart of all initiatives.
In addition to his board role, Steve is Chair of the Industry Advocacy Committee.
Freshmark Board Member | Red Rich Fruits
Matt has over 20 years of experience in the Australian fresh fruit and vegetable industry, across sectors including growing, packing, wholesale, and retail, and is currently Managing Director of Red Rich Fruits. He is also a qualified accountant with expertise in profitable growth.
Matt is dedicated to building a bright and sustainable future for Freshmark and the fresh produce industry. He believes the key to success is in the numbers, innovation and remaining agile to take advantage of new information, trends and technologies.
Freshmark Deputy Chair of the Board (Appointed) | The Honeycomb Effect
Carolyn is an appointed board member who joined the Freshmark Board in 2024. She brings deep expertise in marketing and advertising built over a career of more than 20 years. Carolyn is founding director of communications consultancy The Honeycomb Effect and a regular panellist on the ABC television program ‘Gruen’. She believes in elevating locally owned and operated businesses, knowing that innovation, quality, the economy and families all benefit from having a diverse marketplace of operators. As a member of the Freshmark Board, Carolyn champions the right for all participants in the supply chain to make a profit, have authority over their own operations and have their voices heard in the regulatory environment.
Freshmark Board Member (Appointed)
Mark is an appointed board member with over 30 years of experience in financial services. He has held senior finance positions globally, including in London, New York, and Hong Kong, and served as CFO for a number of companies. As a Deloitte partner in Australia and South Africa, Mark specialised in organisational and accounting compliance, and strategic business transformation using cloud technology. He is also a board director for Blue Knot and Afford.
As the fresh produce industry faces climate change, supply chain disruptions, and regulatory challenges, Mark believes that embracing ESG principles, sustainable practices, ethical labour standards, and strong governance is crucial. The industry must adapt to consumer demand for sustainability, ensuring long-term viability and positive impact through technological change.
Freshmark Board Member (Appointed) | Fiona Jolly Consulting
Fiona is an appointed member of the Freshmark Board. She is an experienced Chair, Non-Executive Director, Chief Executive Officer, and lawyer with a background in FMCG businesses, rural industries, media and communications, infrastructure, and member organisations. Her passion lies in helping businesses achieve success by providing services, goods, and information in an effective and ethical manner. Her international experience includes working with multinational corporations and regulatory and self-regulatory organisations on domestic, regional, and global levels, including collaborations with APEC and ASEAN. Fiona brings integrity, energy and a collaborative spirit to her roles. She is results-driven, determined to deliver, and committed to ethical governance.
Freshmark was the first state chamber in Australia to amend its Constitution, allowing up to three non-member , independent directors, broadening our Board’s expertise while retaining a member majority. These appointments bring finance, risk, marketing, legal, and governance skills, enhancing oversight and decision-making.
To address key priorities, Board committees – comprising directors and external experts – meet regularly, address specialist topics, and advise the Board. This structure ensures we keep our finger on the pulse of the issues that matter to our stakeholders and leverage the specialist skills we have available to us from our dedicated committee members.
The fresh produce industry’s longevity is built on the collective adherence to clear guidelines, rules, and ethical codes that ensure fairness and transparency. From the Code of Ethical Business Practice to the Horticultural Code of Conduct and the Freshmark Constitution, these standards guide produce trading, uphold accountability, and provide equitable processes for dispute resolution.
For more than 85 years, Freshmark's Code of Ethical Business Practice has defined how businesses within the fresh produce industry receive and sell fresh produce, the foundation of which is based upon trust and goodwill.
Freshmark is the trading name of NSW Chamber of Fresh Produce Limited, a public company limited by guarantee. Its operational focus is to increase the productivity, profitability and worldwide competitiveness of the industry, by providing competitive services, resources and programs to the industry.
All stakeholders within the fresh produce industry adhere to the Horticultural Code of Conduct. The Code regulates trade between the grower and the wholesaler and provides fair and equitable dispute resolution procedures.
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