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Hollandia taps industry veteran as VP of sales

Hollandia Produce L.P., a leading purveyor of hydroponically greenhouse grown lettuce and leafy greens, announced that veteran produce executive Brian Cook has joined the company as vice president of sales.

Cook, who brings more than 15 years of experience across all facets of the supply chain, will oversee the day-to day sales, customer service and marketing operations and will serve as a member of the company’s executive committee.Brian-CookBrian Cook

Cook’s appointment comes at a fortuitous and transitional time in the company’s history. Hollandia only recently announced its plans to become employee-owned and is planning several new product introductions this quarter. Cook will be instrumental in guiding and driving launch plans and channel adoption as well as strategic planning going forward. 

“I have so much respect for the Hollandia team and what they’ve accomplished,” Cook said in a press release. “I look forward to working with the team and its retail and foodservice partners and prospects in the execution of these new items while building upon current programs to assure success at the store and restaurant level.”

“We are excited to have Brian join us at this time and to help lead us through this transition,” Hollandia Chief Executive Officer Pete Overgaag added in the press release. “Hollandia is well positioned for growth. I believe Brian will be a key asset to the company in driving our aggressive growth objectives and positioning us for expansive success.”

Prior to joining Hollandia, Cook served eight years as director of sales and marketing for Oxnard-based San Miguel Produce. He is an active industry insider having served on several boards and committees including Fresh Produce & Floral Council and PMA Fresh Summit. He studied marketing at Cal State-Los Angeles and is a graduate of the United Fresh Leadership Program. 

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

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