Coastline Family Farms Taps Industry Vet Robert Verloop as COO and General Manager
- by Jordan Okumura
SALINAS, CA – In a move designed to continue the company’s evolution and grow its executive team, Coastline Family Farms has announced that Robert Verloop has joined the company as Chief Operating Officer (COO) and General Manager (GM), a newly created position within the company.
“I am well acquainted with the daily challenges we face as growers, having worked throughout my career for organizations deeply rooted in supporting the livelihoods of multi-generational family farms,” said Verloop, in a company press release. “Today, consumers and chefs are increasingly more focused on fresh juicing; healthy snacks; and more flavorful, interesting, and exciting meals with vegetables in the spotlight and taking over ‘the center of the plate.’ We have a wonderful opportunity and the flexibility to grow for our clients a range of healthy products which are in line with today’s trends and consumer demands.”
In his capacity as COO and GM, Verloop will oversee Coastline Farms’ day-to-day operations, including sales, marketing, finance and accounting, quality assurance, IT, food safety, packaging, new business development, and strategic planning. Verloop will also serve as Director of the company’s Board of Directors, addressing strategic and long term opportunities.
“Coastline Family Farms continues to innovate and evolve as our industry addresses the opportunities and challenges of today’s dynamic marketplace,” said Coastline Founder and Co-Owner, Larry Cox. “We decided now was the right time to expand our leadership team so we can better manage our growth and maintain our focus on premium products and services…I will continue to be actively involved as the CEO/Owner, specifically focusing on expanding our farming operations.”
The company noted in its press release that Verloop has extensive experience in the produce industry, most recently with Naturipe Farms, where he worked for the past eight years. Verloop also brings nine years of experience from the California Avocado Commission and seven years with Sunkist Growers. Verloop began his career on the production side of the industry, eventually moving into marketing, sales, business development, and corporate management.
“We are very excited to have Robert join our Coastline Family Farms organization,” said Co-Owner Tina Cox. “Under his leadership we will continue to grow and evolve the company and expand the availability of our product line to meet the needs of our customers.”
We at AndNowUKnow congratulate Robert on his new position and wish him and Coastline Family Farms the best in the future.