Matrix de Vries, Food and Product Specialist Outstations at KLM Royal Dutch Airlines, has been appointed President of the International Flight Services Association (IFSA), taking on the role at a time of both significant pressure and opportunity for the inflight services sector.
As IFSA looks to strengthen its global relevance and deepen engagement with members across Europe and Asia, de Vries says her focus will be on listening to the industry and turning that insight into action. Her priorities for the year ahead are summed up in three words: “Connect, Collaborate and Deliver.”
Here, she discusses her new role, the importance of collaboration across the airline catering supply chain, the challenges facing the sector and her plans for IFSA’s next chapter.
How do you feel about taking the President role?
Honoured, and a little humbled. I come from the food side at KLM, and I know how much depends on airline, caterers and suppliers working well together. To me, that’s what IFSA is about: people who do this work every day, coming together to make it better.
What qualities/experience will you bring to the President role?
A practical view, I hope, combined with a long-term one. At KLM, I design food around our passengers and get it onboard at stations worldwide, together with my colleagues, caterers and suppliers. I’ve learned that good results come from good relationships, but also from clear goals and following through. For IFSA, I want to look beyond one year: where should the association be in the years ahead, and what do we need to get there. I would like to build a stronger relevance globally especially in Europe and Asia. I have ideas, but I need input from our membership. After that, we can be result-oriented and deliver.
How important is IFSA to the industry?
Very important. Our members together feed hundreds of millions of passengers every year, on every continent. With more than 100 airlines as members and a strong base in North America, that gives us a real voice. We work closely with regulators and industry bodies on both sides of the Atlantic on legislation that affects our work every day. We work on food safety through the IFSA World Food Safety Guidelines and the annual Global EXPO brings the whole chain together in one place. Alongside the show floor, our Thought Leadership sessions give airline colleagues the chance to learn directly from their peers.
Now that the EXPO is over, what’s the next step? What are the priorities for IFSA right now?
My motto for this year is Connect, Collaborate and Deliver. Our members invest time and money in IFSA, so it needs to be relevant to them. Our priority is to be relevant for every member, in every region. We keep our strong base in North America, and we will be in Singapore on 18–19 November with a dedicated Inflight Services Zone. As for expansion in Europe, I would like to start by listening: what do airlines, caterers and suppliers need from IFSA to be successful? Their input will shape what we do next.
How do you feel about the present IFSA Board? What can it achieve?
It’s inspiring to be part of such an international team. Everyone on the board has a busy day job, in time zones from New Zealand, Japan and Dubai to London, Canada and the USA. And I’m proud to sit right in the middle of them, time zone included. It’s not just the board, though. Many of our members volunteer on IFSA committees. For example, our Government Affairs & Education Committee is even more international: it represents our industry with regulators and legislators around the world. As an organisation we can deliver results that every member can see.
In your opinion, what are the key challenges for IFSA and the sector? And what are the key opportunities?
I don’t have a crystal ball, but one thing stands out: our flights are fuller than ever, and yet almost everyone in the industry talks about financial pressure. Fuel prices, the conflicts in Ukraine and the Middle East, airspace closures that force longer routes, and political and trade uncertainty all add cost and make planning harder. And every extra cost ends up somewhere in the chain, often in the galley. At the same time, passengers expect more, in every cabin. But that’s also where the opportunity is. The onboard products and food is one of the most personal parts of the journey and airlines increasingly use it to stand out. Digital tools help us plan better, market our food better and waste less. However, no airline, caterer or supplier can solve these challenges alone. That’s exactly where IFSA comes in.
What were your highlights of IFSA Global EXPO 2026?
For me, it is always the people. The Welcome party, the Airline Breakfast Club and the show floor itself were full of good conversations and meetings. The thought leadership sessions and the cooking demos added a lot too, with real inspiration to take home. My only complaint is that two days is simply too short for me to give all my partners the attention they deserve. Like most airline colleagues, I combine IFSA with a busy day job, so I try to be as efficient as possible, without losing sight of the human and the business side. This year was extra special, because it was also the moment I stepped into the role of President, which came with extra activities.
When will you start planning for 2027, and what can people expect from Vegas?
Planning has already started. After Dallas, we are looking closely at what worked well and what our members want more of, and also at who we missed, and why. All this feedback is our starting point. What I can say is that the things people value most will stay: good business meetings, time to network and thought leadership sessions. In Las Vegas we will be together with FTE again, which makes it even more interesting for many of our members: one trip, the whole passenger experience world in one place, and easy to reach internationally.
What is your call to action to our readers?
Get involved. IFSA is only as strong as its members. Tell us what would make IFSA worth your time, or join one of our committees to meet your peers and help shape what we do. Connect, Collaborate and Deliver is not just my motto; it’s something we can only do together. You can reach me through IFSA or on LinkedIn.
