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Robert Verloop joins Coastline Family Farms as COO/general manager

Coastline Family Farms, based in Salinas, CA, has named Robert Verloop as chief operating officer and general manager, a newly created position. verloop

“Coastline Family Farms continues to innovate and evolve as our industry addresses the opportunities and challenges of today’s dynamic marketplace. 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,” said Coastline founder and co-owner, Larry Cox. 

Verloop will oversee Coastline Farms’ day-to-day operations, including sales, marketing, finance and accounting, quality assurance, IT, food safety, packaging, new business development and strategic planning. He will also join Coastline Family Farms’ Board of Directors as a director, addressing strategic and long-term opportunities.

“I will continue to be actively involved as the CEO and owner, specifically focusing on expanding our farming operations,” said Cox.  

Verloop has extensive experience in the produce industry, most recently with Naturipe Farms, where he worked for the past eight years. His prior experience includes nine years with the California Avocado Commission and seven years with Sunkist Growers. He started his career on the production side before moving into marketing, sales, business development and corporate management.