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.
