(UPDATED COVERAGE, March 24)

Naturipe Farms LLC, has reorganized its leadership by promoting three of its sales and marketing executives to the company’s executive team.


UPDATED: Naturipe promotes three to senior management roles


On March 19, the Naples, Fla.-based berries marketer added two new positions —  executive vice president of marketing and vice president of product management — to its management structure.

New members to Naturipe’s executive team are Robert Verloop, executive vice president of marketing; Brian Bocock, vice president of product management; and Jim Roberts, vice president of sales.

UPDATED: Naturipe promotes three to senior management roles

Verloop


Verloop, who had been senior vice president of sales and marketing, will work to advance marketing-related programs and lead in new business development and innovation.

Verloop previously worked in senior marketing positions with Sunkist Growers Inc., Sherman Oaks, Calif., and other places. He assumes the new executive marketing position after joining Naturipe in 2008.

UPDATED: Naturipe promotes three to senior management roles

Bocock


Bocock, the former vice president of sales, has worked with Naturipe since its inception in various sales roles with Naturipe predecessor Global Berry Farms.

Bocock’s new role will have him leading supply-related strategies including production expansion, planning, and forecasting.

Jim Roberts, former senior director of retail sales, was previously Naturipe Farms’ Northeast account manager and had worked in produce procurement and merchandising positions with grocer Albertson’s, Boise, Idaho, and the formerly Albertson’s-owned  Shaw’s supermarkets.



Roberts


His new role should have him leading customer development initiatives and advancing accounts growth.

Dwight Ferguson, president and chief executive officer, said Naturipe didn’t lay off anyone to fund the new positions and said it was clear to him that the three people promoted remain well-suited for senior level Naturipe positions.

“We should continue to look for ways to strengthen the organization so we can better execute our strategy,” Ferguson said.  “We are moving Brian into a role where he can focus on product management and will naturally look for other ways to further strengthen those core functions in the company. As this company continues to grow and expand, we will look for ways to reinforce the key departments within the company.”

The grower-based Naturipe Farms is owned by Hortifrut SA, Santiago, Chile; MBG Marketing, Grand Junction, Mich.; and Naturipe Berry Growers, Salinas, Calif.