Barend Fruithof

Barend Fruithof is the CEO of Aebi Schmidt, a Swiss company specializing in agricultural, cleaning, and snow removal vehicles. Recently in the news due to the announcement of a steep 39% tariff imposed by the U.S. government on Swiss products, Fruithof emphasized that Aebi Schmidt has strategically positioned itself to minimize the impact of these tariffs by producing most of its sales directly in the U.S. This proactive approach allows the company to maintain a strong market presence in America while mitigating political and economic risks.