BOSTON – Verde Farms, a purveyor of organic, 100% grass-fed, pasture-raised beef, announced strategic leadership changes made to guide the company into “… a new chapter of continued growth.”
Brad Johnson, an accomplished veteran in the CPG space, was named chief executive officer of the company. He succeeds Dana Ehrlich, who founded Verde Farms roughly 20 years ago. Johnson started at Verde Farms in 2023 as president.
“In his short time, Johnson has expanded branded distribution, increased profitability, and instituted a number of CPG best practices to enable sustainable growth,” the company said. “In his new role as CEO, he will be responsible for all of the day-to-day operations of the company, strategic vision, and continuing to build a winning culture. Johnson will report directly to the Verde board of directors in his new role.”
Ehrlich plans to focus on expanding his involvement with key industry organizations. In December 2023, Ehrlich was elected vice chair of the Meat Importers Council of America (MICA) and became a board member of the National Association of Meat Importers (NAMI). Ehrlich will continue on as a member of Verde’s board of directors while he dedicates more time to focusing on broader industry initiatives such as championing the importance of regenerative agriculture and the health benefits of organic, grass-fed beef.
“I am excited for this next phase of Verde, leading the organic beef and regenerative agriculture movement,” said Ehrlich, who has spent the past two decades growing Verde Farms into a successful sustainable beef company. “As we continue to redefine what ‘Beef From A Better Place’ truly means, my confidence in Brad as the newly appointed CEO is unwavering, and I am certain he is the right leader to guide the company towards even greater heights in our mission for a more sustainable and responsible future in the beef industry.”
Rod Masters was named vice president of sales; he will report to Johnson. Masters brings more than 30 years of experience in driving sustainable sales growth in the CPG industry. He most recently was vice president of retail sales at Hungry Planet Inc.
“Masters is poised to expand Verde’s retail distribution, market share, and strategic partnerships, reinforcing its leadership in sustainable beef,” the company said.
Summing up the impact of the leadership transitions, Steve Young, Verde Farms board member and managing partner at Manna Tree, an investor in Verde, said, “We are big supporters of the Verde Farms’ business and commend their dedication to sustainable practices, aiming to lead the way in the better-for-you (BFY) beef category.”
“Under Dana’s influential leadership as CEO, a robust foundation has been established, and we value his significant contributions,” Young added. “As we embark on this new phase with Brad at the helm, we are confident in his leadership abilities to guide Verde Farms into the next chapter. We anticipate success in our mission to provide sustainable beef to health and environmentally conscious consumers across America.”