Organic, non-GMO foodservice-focused beverage brand Tractor Beverage Co. has appointed Brian Barbara to be its chief revenue officer (CRO), according to a release from the company.
Barbara brings more than 20 years of experience in food and beverage sales leadership with such companies as Califia Farms, Aryzta and Conagra Foods. He most recently served as vice president of Away From Home Sales for Califia Farms, where he led strategic partnerships and expanded market presence in foodservice for the company. He was in leadership roles at Aryzta prior to that, and had managed corporate accounts and spearheaded foodservice initiatives for Conagra before that.
As CRO for Tractor, Barbara will have oversight of the sales strategy, revenue growth and new-channel expansion efforts. His appointment is a sign that Tractor is ready to take the next step in its growth, looking to push boundaries and redefine what’s possible in the beverage industry, the release noted.
About the Author
Andy Hanacek
Senior Editor
Andy Hanacek has covered meat, poultry, bakery and snack foods as a B2B editor for nearly 20 years, and has toured hundreds of processing plants and food companies, sharing stories of innovation and technological advancement throughout the food supply chain. In 2018, he won a Folio:Eddie Award for his unique "From the Editor's Desk" video blogs, and he has brought home additional awards from Folio and ASBPE over the years. In addition, Hanacek led the Meat Industry Hall of Fame for several years and was vice president of communications for We R Food Safety, a food safety software and consulting company.