BOSTON — Organic grass-fed beef brand Verde Farms appointed Brad Johnson as the company’s new president. Johnson will be responsible for managing day-to-day operations and finance functions. He will also lead the commercial strategy and execution alongside the sales and marketing teams.
“Brad’s extensive experience in the consumer-packaged goods industry and proven track record of driving success at well-known brands made him the perfect fit as Verde continues to dominate the better-for-you (BFY) meat industry,” said Dana Ehrlich, chief executive officer and co-founder of Verde Farms. “His passion for quality, sustainability and innovation aligns perfectly with our mission, and we are confident that Brad’s leadership will further elevate our brand and propel us towards even greater success.”
With 20 years of experience in the consumer packaged goods industry, Johnson most recently served as the chief commercial officer and general manager of Hungry Planet. In this position, he spearheaded the company’s commercial efforts to establish it as a leading BFY plant-based protein brand. Johnson has also had experience in senior-level operations and marketing roles at brands like Frito Lay, The Hershey Co. and MillerCoors and as a strategy consultant for McKinsey & Co.
“I am thrilled to join the talented team and continue to build the Verde vision that Dana and Pablo (Garbarino) established nearly two decades ago, especially as consumers are craving delicious, organic, grass-fed beef,” Johnson said. “Our products provide exactly what health-happy carnivores are asking for: beef that’s better for the planet, better for the farmers and better for you. I couldn’t have pictured a better next chapter in my career.”