Verde Farms, a provider of 100 percent grass-fed, 100 percent free-range, organic beef, has added to its leadership team: Marc Broccoli, VP of operations, and Matthew Landis, VP of sales.
Broccoli has spent the entirety of his career in the meat industry, starting work as a teen in his grandfather’s business as a third-generation meat processor in upstate New York. Bringing more than 30 years of experience to Verde, Broccoli went on to lead teams at Conagra and Sara Lee, and has held key executive positions at Allied Specialty Foods, Rastelli Food Group and Lorenzo Food Group. His depth of industry experience, stemming from roles ranging from processing, research and development and category management to global retail and foodservice sales, brings a multifaceted perspective to the Verde team. His experience has spanned single-ingredient, ready-to-cook and ready-to-eat sectors.
As an experienced CPG sales professional with deep grass-fed category expertise, Landis most recently was president and COO at Pasture One, a domestic supplier of 100 percent grass-fed beef. Prior to this, Landis was a founding member and VP of sales at Teton Waters Ranch, a line of 100 percent grass-fed beef sausages.
“Marc and Matt bring uniquely well-rounded insights to Verde across the organization from supply chain and research and development, to production and customer relations that will add great collaborative leadership value to the senior management team,” said Dana Ehrlich, CEO of the Woburn, Massachusetts, company.
These key executive hires will join VP of marketing Pete Lewis, with 15 years of natural and organic marketing experience for brands like Stonyfield Organic and Backyard Farms, as well as VP of finance John McKenna, with 30 years of product finance experience for brands like PepsiCo and Pizzeria Unos. Together, this leadership team will support Verde in its continued expansion of grass-fed products across ready-to-cook and ready-to-eat categories, while offering consumers and retail partners continuously innovative products, consumer insights and full-service category management.
Verde Farms was founded in 2005 with a mission to bring the taste and benefits of grass-fed beef to everyone. Verde Farms partners with a global network of family farmers who share the company’s passion for high quality and exceptionally-tasting beef raised with respect for animal welfare.