Over the past year, Freshmark has focused on refining its team capacity and capabilities to not only continue to support the day-to-day needs of members, but to upscale our ability to drive industry forward. The team is small but mighty, with an unwavering focus on delivering Freshmark’s strategic goals.
Chief Executive Officer
Freshmark is led by CEO Meegan George, who has been at the helm since 2021 and has delivered a significant strategic review and brought a strong focus on rigorous governance. Meegan is a transformative leader dedicated to a thriving and sustainable future for the fresh food sector.
She has over two decades’ experience at C-suite level and has spent more than a decade working with not-for-profit industry associations, advocating for their growth and sustainability, to benefit both members and their broader communities.
Meegan is an executive director of Fresh Markets Australia and the Sydney Markets Foundation, and non-executive director of Sydney Markets Limited. She also sits on a wide range of industry boards and committees.
Product & Marketing Manager
Monique Emmi is a seasoned marketer with a strong background in food marketing and communications across the agriculture, horticulture, and dairy sectors.
At Freshmark, she leads strategic marketing initiatives, driving impact for members and the NSW fresh produce industry.
Monique’s career spans corporate and consultancy roles with prominent organisations, and she is a long-time judge for the Royal Agricultural Society Fine Food Show and more recently the Sydney Royal Cheese & Dairy Show.
Monique holds a Bachelor of Creative Arts and a Certificate III in Hospitality Operations and recently completed an intensive leadership program focused on building high-performing teams.
Business Development Specialist
Larisa Vesse, Business Development Specialist, joined Freshmark in August 2024 from the independent fresh produce sector.
She brings experience from Sydney Markets’ wholesalers and her work with Fresh Markets Australia on the NSW implementation of their award winning ‘A Better Choice!’ consumer awareness and independent retailer promotion program.
Bookkeeper/Office Manager
Christalla Pulciani is the Bookkeeper and Office Manager at Freshmark. With a strong business and financial foundation, she oversees Freshmark’s office operations and financial oversight while directly supporting the delivery of the FreshTest® initiative.
She brings extensive experience across corporate and not-for-profit environments in finance, project management, fundraising, administrative support, and governance. Christalla is a detail-oriented professional dedicated to maintaining a seamless office environment that enables the team to drive the fresh produce industry forward.
Financial Controller
Howaida Azer is an experienced business and project professional with a background in reporting, finance and operational delivery.
Now with Freshmark, she brings strong analytical expertise and a results-driven approach to improving processes, supporting industry initiatives and driving sustainable growth.