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Farmer Bros names John Moore as Vice President and Head of Coffee

Moore, who has two decades of coffee industry experience, will lead several of Farmer Bros’ core operations, including green coffee procurement, sustainability and research and development

John Moore, Vice President and Head of Coffee, Farmer Bros


Farmer Bros has appointed coffee industry veteran John Moore as its new Vice President and Head of Coffee. 

Moore, who most recently served as CEO of New York-based coffee roaster Vassilaros Coffee, will lead Farmer Bros’ green coffee procurement and sustainability operations.  

He will also be responsible for research and development, blend development, coffee excellence, manufacturing and food safety and quality assurance efforts, Farmer Bros added. 

“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. 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,” said Deverl Maserang, CEO, Farmer Bros. 

Prior to Vassilaros Coffee, Moore was a Senior Trader and General Manager at Volcafe Specialty Coffee and held senior positions at New York coffee roasters FAL Coffee Inc. and Dallis 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. 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,” said Mr. Moore. 

Founded in 1912, Farmer Bros is a Texas-based coffee roaster and distributor of coffee, tea and culinary products, including Farmer Brothers, Artisan Collection by Farmer Brothers, Superior, Metropolitan, China Mist and Boyd’s. 

In June 2023 Farmer Bros agreed to sell its direct shipping business, including its Texas coffee roasting facility, to TreeHouse Foods for approximately $100m.  

The deal has enabled Farmer Bros to strengthen its balance sheet and ‘prepare for future growth’ in its more profitable direct store delivery (DSD) channel. Farmer Bros sells coffee, tea, spices and breakfast products through a network of 80 independent branches, five distribution centres and nearly 240 routes, reaching 45,000 delivery points annually.   

The coffee roaster and distributor achieved net sales of $469.2m in 2022. 

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