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John Cochran named Hollandia Produce's new CEO

Hollandia Produce, a grower of hydroponically greenhouse grown lettuce and leafy greens, announced John Cochran has joined the company as CEO, effective November 14, 2016.

Cochran, who brings a wealth of experience of taking companies through high growth periods, will build on the successes of long time CEO, Pete Overgaag, who will stay on as Executive Vice President of Innovation and Corporate Strategy.

Overgaag stated, “We are in a prime position to accelerate our growth plans. One of the major opportunities surrounds innovation. John’s appointment will allow me to focus on those important facets of the business. I am confident he will successfully lead us through our next phase of growth.”

“I am very excited for the opportunity to work with the Hollandia Produce family” said Cochran. “They have done an amazing job growing the hydroponic lettuce market to what it is today. Our plans for the future are very exciting and we look forward to partnering with our customers as the category captain for Living Greens.”

In January, Hollandia Produce became employee-owned by implementing an Employee Stock Ownership Program (ESOP).

Prior to joining Hollandia, Cochran served for three years as CEO of Ole Smoky Distillery, introducing new products to the market, and revenues increased significantly under his watch. Prior to Ole Smoky, he led the turnaround of Pabst Brewing Company and spent 6 years with Fiji Water as it became the #1 premium bottled water brand in the North America.

Cochran is married and has three children. He will split his time between Hollandia’s Carpinteria and Oxnard facilities.

Brian C. Cook
Hollandia Produce
Tel : 805 770 1660
Fax : 805 684 9363
[email protected]
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