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John Cochran Joins Hollandia Produce as its New CEO

John Cochran Joins Hollandia Produce as its New CEO



CARPINTERIA, CA - As Hollandia Produce positions itself for big growth plans in the new year, a new CEO has taken the reins the from long-time company leader Pete Overgaag. Effective November 14, 2016, turnaround adept John Cochran assumed the head company role. 

John Cochran, CEO, Hollandia Produce

“I am very excited for the opportunity to work with the Hollandia Produce family,” said Cochran. “They have done an amazing job growing the hydroponic lettuce market to what it is today. Our plans for the future are very exciting and we look forward to partnering with our customers as the category captain for Living Greens.”

According to a press release, Cochran’s experience resides in taking companies through high growth periods, spending three years as CEO of Ole Smoky Distillery, and leading the turnaround of Pabst Brewing Company. Other past roles for Cochran include Roll International (now The Wonder Companies), AquaHydrate, and FIJI Water. He is now tasked with building on the successes of Pete Overgaag, who will stay on as Executive Vice President of Innovation and Corporate Strategy. 

Pete Overgaag, Executive Vice Presient of Innovation and Corporate Strategy, Hollandia Produce“We are in a prime position to accelerate our growth plans. One of the major opportunities surrounds innovation,” Overgaag stated. “John’s appointment will allow me to focus on those important facets of the business. I am confident he will successfully lead us through our next phase of growth.” 

Cochran, who is married with three children, said he will split his time between Hollandia’s Carpinteria and Oxnard facilities. 

This announcement comes on the heels of Hollandia becoming employee-owned in January, implementing an Employee Stock Ownership Program (ESOP). Hollandia emphasized its values of commitment to customers, employee-owners, and the community, as well as its excitement for the future.

Hollandia Produce



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