Verloop joins Coastline Family Farms
Robert Verloop joins Coastline Family Farms, Salinas, Calif., in the newly created role of chief operating officer and general manager.
Verloop will oversee Coastline Farms’ day-to-day operations, including sales, marketing, finance and accounting, quality assurance, IT, food safety, packaging and strategic planning, according to a news release.
He also joins Coastline Family Farms’ board of directors as a director, addressing strategic and long-term opportunities.
Coastline is a year-round grower-shipper of vegetables from California, Arizona and Mexico, founded in 1991 and owned Larry and Tina Cox.
“Coastline Family Farms continues to innovate and evolve as our industry addresses the opportunities and challenges of today’s dynamic marketplace,” co-owner and CEO Larry Cox said in the release. “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 has strong produce industry experience in the produce industry, most recently with Naturipe Farms. He has also spent time with Sunkist Growers and the California Avocado Commission.
Early in his career he worked 3½ years in a U.S. Agency for International Development project in Yemen working with extension agents to teach farmers how to grow citrus and tropicals. He also worked in Brazil on a grape production project.
“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 in the release.
“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,’” he said in the release. “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.”
