Tractor Beverage Company Appoints Industry Veteran Brian Barbara as Chief Revenue Officer

Former Califia Farms and ConAgra Executive Brings Decades of Strategic Sales Leadership to Drive Tractor's Next Growth Phase

OJAI, Calif., March 6, 2025 /PRNewswire/ -- Tractor Beverage Company, the first and only Certified Organic, Non-GMO beverage brand crafted exclusively for foodservice, today announced the appointment of Brian Barbara as Chief Revenue Officer (CRO). A proven leader with a strong track record of driving revenue growth and market expansion, Barbara brings over 20 years of experience in food and beverage sales leadership, including executive roles at Califia Farms, ARYZTA, and ConAgra Foods.

Barbara most recently served as Vice President of Away From Home Sales at Califia Farms, where he led strategic partnerships and expanded market presence across the foodservice industry. Before that, he held leadership roles at ARYZTA and spent nearly eight years at ConAgra Foods, managing corporate accounts and spearheading foodservice initiatives. His expertise in business development, revenue strategy, and customer engagement will be instrumental in advancing Tractor's mission to bring great-tasting, organic beverages to more people.

"We are thrilled to welcome Brian to the Tractor team," said Kevin Sherman, CEO of Tractor Beverage Company. "His deep expertise in foodservice, strong leadership, and ability to build high-performing sales teams will be invaluable as we continue our growth trajectory. Brian brings a sharp strategic mindset and a passion for brands that challenge the status quo—making him the ideal leader to help scale our impact in the industry."

As Chief Revenue Officer, Barbara will oversee Tractor's sales strategy, revenue growth, and expansion into new channels, ensuring that the company continues to lead the way in organic foodservice beverages. His appointment underscores Tractor's commitment to building a world-class leadership team to drive sustainable growth and category innovation.

"Tractor is reshaping foodservice by showing that organic and bold flavor can go hand in hand," said Barbara. "I'm excited to bring my experience to a company that's not just growing fast but growing with purpose. Scaling a brand that aligns with both my personal and professional values is an opportunity I'm incredibly passionate about."

Barbara's leadership marks an important next step for Tractor Beverage Company, which has been recognized as one of Fast Company's Most Innovative Companies (2021) and a 2024 Fast Company World Changing Idea for its groundbreaking Organic Impact Tracker—the first tool to quantify the benefits of sourcing organic over conventional ingredients. With a relentless focus on sustainability, transparency, and bold flavor, Tractor continues to expand its presence in foodservice, and is poised for its next phase of growth, continuing to push boundaries and redefine what's possible in the beverage industry.

About Tractor Beverage Company

Tractor Beverage Company is the first and only Certified Organic, non-GMO beverage brand crafted exclusively for foodservice. Rooted in the belief that great taste and sustainability go hand in hand, Tractor offers farm-to-table drinks made without artificial ingredients or harmful chemicals. Through its Farmhand Foundation, Tractor supports farmers in transitioning to organic and sustainable agriculture, reinforcing its commitment to a healthier planet. The company's Organic Impact Tracker provides unprecedented transparency into the environmental benefits of organic sourcing, further setting Tractor apart as an industry pioneer.

For more information, visit drinktractor.com or follow us on Instagram @drinktractor.

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Chrystie Heimert
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Tractor Beverage Company

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SOURCE Tractor Beverage Company