Christina Freier appointed Director of FRUIT LOGISTICA to drive global growth

Since 1 June 2026, Christina Freier has been serving as Director of FRUIT LOGISTICA. With many years of experience in the trade fair industry and extensive expertise in international B2B markets, she will drive the strategic development of the world’s leading trade fair for the global fresh produce business.

Christina Freier succeeds Alexander Stein and brings more than two decades of experience at Messe Berlin to her new role. Since joining the company in 2006, she has played a key role in shaping and developing numerous international event formats. Most recently, as Senior Project Manager, she was responsible for the strategic development of the new B2B brand ITB Americas. Since February 2026, she has served as Interim Director of FRUIT LOGISTICA.

Her focus will be on further strengthening FRUIT LOGISTICA as the leading platform for the global fresh produce industry. Key priorities include fostering innovation, facilitating targeted networking between exhibitors and buyers, and expanding the congress programme as the industry’s premier knowledge-sharing platform.

“FRUIT LOGISTICA brings together companies from across the global fresh produce industry like no other event. We will further strengthen this position and continue to develop the trade fair as the leading platform for business, innovation and knowledge exchange,” says Christina Freier, Director of FRUIT LOGISTICA.

For Mario Tobias, Chairman of the Management Board of Messe Berlin, the appointment sends a strong signal for the future of the world’s leading trade fair: “Christina Freier has an in-depth understanding of Messe Berlin, our customers and international markets. With her extensive experience, forward-looking mindset and keen sense for emerging industry trends, she is ideally positioned to drive the continued success of FRUIT LOGISTICA.”

In an interview on the FRUIT LOGISTICA News Blog, Christina Freier discusses what inspires her about FRUIT LOGISTICA, the experience she brings to her new role and what she is particularly looking forward to.

FRUIT LOGISTICA brings together the global fresh produce business and covers the entire value chain for fresh fruit and vegetables – from seed to sale. With around 2,600 exhibitors and approximately 90,000 trade visitors from 151 countries, it is the leading meeting place for the international fresh produce industry.

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Image. Christina Freier is the new Director of FRUIT LOGISTICA. (Copyright: Messe Berlin)