Courtesy of Verde Farms
verdefarms_8515_grinds_lifestyle

Verde Farms Founder to Step Down as CEO

Jan. 11, 2024
Dana Erhlich, who founded the company in 2005, will continue to serve on the board of directors and champion regenerative agriculture and organic, grass-fed beef.

Verde Farms, which sells organic, 100% grass-fed, 100% pasture-raised beef, has announced that company founder and CEO Dana Ehrlich is stepping down as CEO to focus on broader industry initiatives, according to a release distributed by the company.

Taking the CEO reins from Ehrlich is Brad Johnson, who became Verde’s president in 2023. In that short time, Johnson expanded branded distribution, increased profitability and instituted a number of CPG best practices to enable sustainable growth, the company said. Johnson will report directly to the board of directors in his new role, and he will be responsible for all day-to-day operations of the company, as well as its strategic vision, and continuing to build the company’s culture.

Verde Farms also has brought on Rod Masters as the company’s new vice president of sales. Masters has more than 30 years experience in CPG sales, including his recent role as vice president of retail sales for Hungry Planet Inc.

Ehrlich, who founded the company in 2005, plans to dedicate more time to championing the importance of regenerative agriculture and the health benefits of organic, grass-fed beef, the company said, and plans to expand his involvement with industry organizations as well. He will continue as a member of Verde’s board of directors.

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.

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