Coastline Family Farms Names Industry Veteran Robert Verloop As COO/General Manager

Salinas, CA – Coastline Family Farms today announced that Robert Verloop has joined the company as Chief Operating Officer and General Manager, a newly created position.

“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 / owner, specifically focusing on expanding our farming operations,” added Mr. 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. Mr. Verloop started his career on the production side before moving into marketing, sales, business development and corporate management. “I am well acquainted with the daily challenges we face as growers, having worked throughout my career for organizations deeply rooted in supporting the livelihoods of multi-generational family farms,” said Mr. Verloop. “Today, consumers and chefs are increasingly more focused on fresh juicing, healthy snacks and more flavorful, interesting and exciting meals with vegetables in the spotlight and taking over ‘the center of the plate’.  We have a wonderful opportunity and the flexibility, to grow for our clients a range of healthy products which are in line with today’s trends and consumer demands.”

“We are very excited to have Robert join our Coastline Family Farms organization. Under his leadership we will continue to grow and evolve the company, and expand the availability of our product line to meet the needs of our customers,” said co-owner Tina Cox. 

About Coastline Family Farms

Coastline Family Farms was founded in 1991 and is by owned Larry and Tina Cox. The company is a year-round grower-shipper of premium vegetables from California, Arizona and Mexico. Three generations of the Cox family have actively farmed throughout California. Today the company grows crops both on their own farmland and by a handful of highly respected, quality-focused grower-partners, providing a robust product line including lettuces (leafy greens, iceberg, butter, and romaine) and a wide range of vegetables including cauliflower, broccoli, celery, spinach, Napa cabbage, green onions, melons and more. 

Source: Coastline Family Farms