Farmer Brothers appoints John Moore as VP and Head of Coffee

john moore

Farmer Brothers has announced that John Moore has been appointed as the company’s new Vice President and Head of Coffee.

“I am extremely excited to be joining Farmer Brothers – a family business, which has grown to become one of the most significant coffee companies in North America,” says Moore. “This will be my third “100-year start up” and I cannot wait to learn more about the rich history of Farmer Brothers and its truly exceptional offerings.”

Moore will lead the company’s green coffee procurement, sustainability, coffee research and development, blend development, coffee excellence, manufacturing and food safety, and quality assurance efforts.

“John’s more than two decades of experience in all aspects of the coffee value chain, on both the national and international fronts, will help us realise additional efficiencies and process enhancements,” says Farmer Brothers President and Chief Executive Officer Deverl Maserang. “His leadership will also ensure we continue to provide the wide variety of high-quality, full-flavoured coffee products our customers rely on and which have made us an industry leader for more than 110 years.”

Before joining Farmer Brothers, Moore served as the CEO for Vassilaros Coffee. Prior to Vassilaros, he was the New York Senior Trader and General Manager at Volcafe Specialty Coffee, and the CEO and Managing Partner of FAL Coffee. Moore has founded and led several businesses, including Jolly Roger Imports, and ELIXIR Cocktail & Espresso Bar.

As part of the appointment, Farmer Brothers also announced the issuance of 24,916 restricted stock units under the company’s 2020 Inducement Incentive Plan, which were issued to Moore on July 3, 2023.

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