Verde Farms adds to leadership ranks

by MEAT+POULTRY Staff
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WOBURN, Mass. – Verde Farms, a provider of grass-fed beef for retail and foodservice, recently added two executives to the company’s leadership team in charge of guiding sales and marketing initiatives at Verde Farms.

Joe Koch was named vice president of sales. Koch has 20 years of experience with consumer brands in highly competitive categories. Before joining Verde Farms, he led sales teams at Harry & David and Dole Fresh Foods. He also worked at Frito Lay and Kraft.

In his new role at Verde Farms, Koch will be responsible for increasing distribution of the company’s product lines in wholesale and foodservice channels. He joins Verde Farms as the company prepares to launch its grass-fed beef products to a new segment of consumers.

Pete Lewis joined the company as vice president of marketing, bringing 22 years of experience in the food industry. He spent eight years with Stoneyfield Farms, growing the company’s share in the organic dairy market. He also led marketing teams at Lightlife Foods, Backyard Farms and Jasper Wyman & Son.

The addition of Koch and Lewis comes as Verde Farms transitions to bigger headquarters. The company announced its new location at 300 Trade Center, Woburn, Massachusetts, is double the size of the company’s former offices.

“We had a very successful 2015 and it’s clear the company is poised to take an even bigger lead in the rapidly growing grass-fed industry,” said Dana Ehrlich, Verde Farms’ CEO and co-founder. “We are all very excited to welcome Joe and Pete and to work alongside them as Verde Farms continues to charter new territory.”

In 2015, Verde Farms generated more than $50 million in revenue, according to the company. Verde Farms partners with a network of family farmers that produce pasture-raised, grass-fed cattle.

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