Skip to main content

Farmer Brothers Names John Moore President and CEO


John Moore. Farmer Brothers press photo.

Texas-based wholesale coffee and distribution company Farmer Brothers has officially named John Moore president and CEO following an evaluation from the company’s board and advisors.

Moore, a longtime coffee professional with CEO experience, was originally hired by Farmer Brothers to lead its coffee operations last June and soon after assumed the role of interim CEO. As permanent CEO, Moore is receiving a $50,000 bump in salary plus hundreds of thousands of dollars in stock units, including some performance-based stock, according to an SEC filing yesterday.

Moore succeeds Deverl Maserang as president and CEO. Maserang last year led the company through the sale of its non-direct-store business — including a north Texas production and distribution facility — to private-label food company TreeHouse for $100 million.

farmer brothers coffee

In an announcement of a CEO “transition plan” last year, Farmer Brothers said the conclusion of Maserang’s employment and board position was “not connected to any disagreements or concerns with the company’s operations, policies or practices.”

According to a public statement from Farmer Brothers Board Chair Dave Pace yesterday, Moore will be tasked with leading the company’s repositioning to focus on its nationwide direct-store-delivery (DSD) model for coffee, tea and related products.

Prior to joining Farmer Brothers, Moore served as CEO of New York-based Vassilaros & Sons Coffee for approximately five years. Moore’s previous positions include senior trader and general manager at Volcafe Specialty Coffee, CEO and managing partner at FAL Coffee Inc., and vice president of sales and marketing at Dallis Bros. Coffee.

“This is an exciting time at Farmer Brothers and I am honored to be able to lead our talented team as we adapt to the ever-changing consumer landscape and continue to provide the high-quality coffee, tea and culinary products our customers have relied on for more than a century,” said Moore said in an announcement from Farmer Brothers yesterday. “I’m excited about our ability to capture the future potential of the company as we streamline our processes, improve our focus on service and increase our product offerings.”

Comments? Questions? News to share? Contact DCN’s editors here.