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Hollandia names new CEO

Hollandia Produce LP, a leading grower of hydroponically greenhouse grown lettuce and leafy greens, based in Carpenteria, CA, has named John Cochran as chief executive officer. The appointment was effective Nov. 14.

Cochran, who brings a wealth of experience taking companies through high-growth periods, will build on the successes of long-time CEO Pete Overgaag, who will stay on as executive vice president of innovation and corporate strategy.cochran2John Cochran

"We are in a prime position to accelerate our growth plans," Overgaag said in a press release. "One of the major opportunities surrounds innovation. 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."

"I am very excited for the opportunity to work with the Hollandia Produce family," Cochran said in the press release. "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."

In January, Hollandia Produce became employee-owned by implementing an Employee Stock Ownership Program. The company's values and commitment to customers, employee-owners, and the community run deep and there is a lot of excitement around the future of Hollandia Produce.

Prior to joining Hollandia, Cochran served for three years as CEO of Ole Smoky Distillery introducing new products to the market and significantly increasing revenues. Prior to Ole Smoky, he led the turnaround of Pabst Brewing Co. and spent six years with Fiji Water as it became a top premium bottled water brand in the North America.

Cochran is married and has three children. He will split his time between Hollandia's facilities in Carpinteria and Oxnard, CA.