Produce industry veteran Robert Verloop has joined California-based Coastline Family Farms as chief operating officer and general manager, a newly created position. 

Robert Verloop

“Coastline Family Farms continues to innovate and evolve as our industry addresses the opportunities and challenges of today’s dynamic marketplace," founder and co-owner Larry Cox said.

"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."

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.

He will also join the board of directors as a director, addressing strategic and long-term opportunities, according to the release.

“I will continue to be actively involved as the CEO / owner, specifically focusing on expanding our farming operations,” Cox added.

Verloop has extensive experience in the produce industry, most recently with Naturipe Farms, where he worked for the past eight years. His prior experience includes nine years with the California Avocado Commission and seven years with Sunkist Growers.

Verloop started his career on the production side before moving into marketing, sales, business development and corporate management.

“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,” Verloop said.

“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.”

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