Brian Cook Joins Hollandia Produce as Vice President of Sales

Hollandia Produce, L.P., purveyor of hydroponically greenhouse grown lettuce and leafy greens, announces veteran produce executive Brian Cook has joined the company as vice president of sales, effective February 1.

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.

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,” says Cook. “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.”

CEO Pete Overgaag says, “We are excited to have Brian join us at this time and to help lead us through this transition. 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 an Oxnard-based grower/shipper/processor. He is an active industry insider having served on several boards and committees including Fresh Produce and 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.