NORTHLAKE, Texas, USA – Farmer Brothers Company announced John Moore has been appointed as the company’s new vice president and head of coffee. Mr. 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 realize additional efficiencies and process enhancements,” said 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-flavored coffee products our customers rely on and which have made us an industry leader for more than 110 years.”
Before joining Farmer Brothers, Mr. Moore served as the chief executive officer for Vassilaros Coffee. Prior to Vassilaros, he was the New York senior trader and general manager at Volcafe Specialty Coffee, the chief executive officer and managing partner of FAL Coffee Inc. and the vice president of sales and marketing at Octavio Inc., dba Dallis Coffee. Mr. Moore has founded and led several businesses, including Jolly Roger Imports, ELIXIR Cocktail & Espresso Bar and the German expansion of New York Gourmet GmbH & Co.
Mr. Moore is also a Certified Q grader and Cup of Excellence Head Judge. He received a Bachelor of Science degree from Earlham College.
“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.
In conjunction with this appointment, the company also announced the issuance of 24,916 restricted stock units under the company’s 2020 Inducement Incentive Plan, which were issued to Mr. Moore on July 3, 2023. This award will ratably vest over a three-year period on each anniversary of the award date, subject to Mr. Moore’s continued employment with the company.
The inducement plan is used exclusively for the grant of equity awards to individuals who were not previously employees of Farmer Brothers, as an inducement material to such individuals entering into employment with the company, pursuant to Rule 5635(c)(4) of the Nasdaq listing rules.
