Nelli Hajdu has been accompanying the strategic development of SHAFFE since 2016, since 2020 as Secretary General of the organisation. Next to engagement for SHAFFE she has been gaining significant experience with regard to perishable trade in her role as Director for Trade Policy and Business Development at Freshfel Europe as well as consultant for the International Trade Center (ITC), where she has been training private sector representatives on market access challenges for perishable trade with regard to SPS, plant health, customs and border control operations. She is specialized in trade facilitation and transition into digital environments and has been accompanying the development of the IPPC ePhyto hub as member of the industry advisory group to the project. Nelli Hajdu is holding a post-graduate master degree from the renowned College of Europe with focus on trade and investment policies.
The members of the Southern Hemisphere Association of Fresh Fruit Exporters are leading trade entities in the region. The mission of SHAFFE is to connect the Southern Hemispheres fresh fruit industry through knowledge sharing, facilitating market access and promoting global fruit trade.