Fast-growing natural beverage company Califia Farms has bolstered its leadership team, adding Dan Mader, formerly of Annie’s Inc., as Senior Vice President of Sales. The company, which markets a range of nut-based milks, juices and cold-brew coffees, today announced the news in a press release. Califia founder and CEO Greg Steltenpohl pointed to Mader’s successes at Annie’s as key to the hire.
“We are very pleased to welcome Dan to the Califia team,” said Steltenpohl. “Dan played a key role in taking a much-loved natural brand into the big leagues. That, along with his proven expertise in the disciplines of trade promotion, route-to-market, sales planning and most importantly – people development, will be invaluable as Califia Farms’ expansion continues.”
Mader joins Califia after eight years at Annie’s where he served as Senior Vice President of Sales, National Sales Manager ahead of the brand’s $820 million sale to food giant General Mills in 2014. Prior to Annie’s, Mader held sales positions at The Clorox Company and Cadbury-Schweppes.
The new appointment arrives amid surging sales growth for Califia’s almondmilk products and cold-brew coffees. Over a 52-week period ending on July 12, retail data in measured channels, including supermarkets, drugstores, mass market retailers, C-stores, military commissaries and select club and dollar stores, provided by IRI, a Chicago-based market research firm, pegged sales of Califia’s almondmilk products at $21.6 million, up 240.28 percent year-over-year. Meanwhile, sales of its multi-serve cold-brew coffee beverages rose by nearly 160 percent to approximately $5.5 million. IRI’s data does not include sales data from small natural chains and independent retailers.
Mader will preside over a product portfolio that continues to expand and evolve. In March, Califia launched a line of concentrated cold brew coffee, aimed at attracting millennials customers to the brand. Later that month at the 2015 Natural Products Expo West, Califia unveiled a vegan reformulation of its protein almondmilk drinks, which are now made with a pea and sprouted brown rice protein blend.
The company’s full press release can be found below:
LOS ANGELES, CA (PRWEB) AUGUST 24, 2015–Califia Farms, the fastest-growing natural beverage company, today announced the appointment of Dan Mader, Senior Vice President, Sales. Mader will report directly to Greg Steltenpohl, Califia Farms’ CEO, and will be charged with developing the sales team to effectively continue the rapid acceleration of Califia Farms product sales both in the natural and conventional markets.
“It’s thrilling to join a company with such fantastic products and on such an exciting growth trajectory. I came to know this brand as a consumer, and the great food, mission, and growth ahead are the things that are really exciting to me. There is a huge amount of buzz about Califia in the industry,” said Mader. “I’m looking forward to continuing that momentum!”
Mader brings extensive food and beverage sales experience to Califia Farms and spent the last eight years as Senior Vice President Sales, National Sales Manager for Annie’s, Inc., a natural food company that went public in 2012 and was acquired by General Mills in 2015. At Annie’s, Mader exceeded sales objectives and played a key role in taking the Company through its IPO.
“We are very pleased to welcome Dan to the Califia team,” said Steltenpohl. “Dan played a key role in taking a much-loved natural brand into the big leagues. That, along with his proven expertise in the disciplines of trade promotion, route-to-market, sales planning, and, most importantly – people development, will be invaluable as Califia Farms’ expansion continues.”
Prior to Annie’s, Mader worked on other CPG brands at Clorox, and Cadbury-Schweppes, as well as for California wineries, Kendall-Jackson and Gallo.
About Califia Farms (pronounced “Cal-lih-FEE-ya,” like California)
Inspired by the bounty of California, Califia Farms’ mission is to innovate delicious plant-powered foods for mindful nourishment. The company was named a 2015 “Breakout Brand” by Beverage World, tripled its revenues in the almond milk category from 2013 to 2014 and is a leader in the revolution to de-commodify the food and beverage industry by creating innovative, healthy and great-tasting premium beverages that make it easy for consumers to go ‘plant-powered’ and dairy-free, without compromise. Founded in 2010 by a farmer’s co-operative based in the San Joaquin Valley and headed by beverage visionary Greg Steltenpohl, Califia Farms is a uniquely California company. Its Bakersfield, Calif. manufacturing plant uses artisanal processes to create healthy and delicious plant-based beverages, is eco-friendly, energy efficient and repurposes more than 90 percent of its post-production byproduct. Califia Farms is the fastest-growing natural beverage company in the U.S., as well as the leading brand in the natural products coffee drinks category.