The former Vassilaros Coffee CEO takes on the head job at Texas-based Farmer Bros full-time less than nine months after he joined the business as Head of Coffee
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Farmer Bros CEO John Moore | Photo credit: Farmer Bros
Farmer Bros has appointed John Moore as President and CEO five months after he assumed the role on an interim basis.
Moore joined the Texas-based coffee roaster and distributor as Head of Coffee in July 2023 before taking on the Interim CEO position in October. His appointment follows an evaluation process conducted by the company’s board and its advisors, Farmer Bros said in a press release.
“John has more than 30 years of experience in the coffee industry and has worked directly in every stage of the coffee value chain at both a national and international level. His deep expertise and proven leadership will guide Farmer Bros as we reposition the company and focus on leveraging our nationwide direct store delivery system to build a differentiated and sustainable platform for growth,” said Dave Pace, Chairman of the Board.
Through its direct store delivery (DSD) business, Farmer Bros sells coffee, tea, spices and breakfast products through a network of 80 independent branches and five distribution centres, reaching 45,000 delivery points annually.
In June 2023 Farmer Bros sold its direct shipping business, which transports coffee and other products to a retailer’s warehouse or distribution centre, to TreeHouse Foods for approximately $100m. The deal also included the sale of Farmer Bros’ coffee roasting facility in Texas.
“I’m excited about our ability to capture the future potential of the company as we streamline our processes, improve our focus on service and increase our product offerings,” Moore said.
Prior to joining Farmer Bros, Moore served as CEO of New York-based coffee roaster Vassilaros Coffee and previously held senior roles at coffee trader Volcafe Specialty Coffee and US coffee roasters FAL Coffee Inc. and Dallis Coffee.