Philippe Binard entered the fresh fruit and vegetable business in 1987. Since 2002, he has served as the General Delegate of Freshfel Europe, the association that represents the interests of the fresh fruit and vegetable sector at a European level. Today, Freshfel Europe incorporates more than 200 members (comprising both associations and companies) from across the supply chain (production down to retail), within a fresh produce business that is worth some €200 billion. On behalf of its members, Freshfel Europe closely follows the European Union agriculture policy, trade policy, food and plant safety policy, as well as sustainability developments. Additionally, Freshfel engages in promotional activities, and issues an annual Consumption Monitor report.