When it comes to the mountains in front of you needing to be moved, it’s not about whether or not it can be done—it’s about how you’re going to tackle this hurdle. Brian Cook, CEO at Pete’s/Hollandia Produce, shares with Lisa this week how leadership makes all the difference when authenticity and resiliency are displayed.
Bio: Brian Cook is the CEO of Hollandia Produce/Pete’s, a leading produce company that specializes in hydroponic greenhouse grown lettuce and cress under the Pete’s & Humble Roots brands. Pete’s can be purchased at such nationally recognized leaders as Albertsons, Kroger, Target, Sprouts, and Wal Mart as well as regional leaders like Raley’s, HEB, & Fresh Thyme Markets.
Previously Brian was the Director of Sales & Marketing with San Miguel Produce. Over an eight-year period Brian drove a wide variety of results including:
- Growing the Organic program from infancy to 30% of the total business
- Building the Foodservice program finishing the last two years with 113% & 50% yr/yr growth respectively
- Grew revenue from $8MM to $48MM
Brian currently serves as a Board member and the Immediate Past Chairman of the Board for the Fresh Produce & Floral Council.
In addition, he is an active member of the industry and has spoken at events for the Produce Marketing Association and California Grocers Association. Community minded, Brian participates in events to raise money for cancer research, enjoys
working with mentorship programs by the Center for Growing Talent and sits on the Advisory Board for the Ventura College Agriculture department.
When not growing lettuce, Brian spends time with his wife and keeps tabs on his 4 children. He enjoys camping, hiking, and fishing when time permits.
Brain’s Something Extra: Authenticity is what drives trust. You cannot do anything successful by yourself, or anything worth doing, so you need a great team around you and they have to be able to trust you. All of this comes with authenticity.
– Lisa Nichols, Host
– Scott Crosby, Executive Producer
– Daniel Williams, Recording Engineer