Groom to Succeed Behr as Florida’s Natural CEO

Josh McGillIndustry News Release

Christopher Groom will succeed Robert Behr as chief executive officer (CEO) of Florida’s Natural Growers on Jan. 1, 2023. Groom is currently chief operating officer (COO) of the cooperative.

Since 2011, Groom has held several roles with the organization. He was marketing executive and then vice president of sales and marketing before becoming COO in 2019.

“Chris is a valued member of the organization’s management staff, keeping the business focused on growth,” said Behr. “I am confident Chris’ knowledge of the cooperative and passion for the industry will help the organization continue to grow and create value for customers, consumers and co-op members.”

Chris Groom has been named chief executive officer of Florida’s Natural Growers, starting Jan. 1, 2023. He currently serves as chief operating officer for the Florida-based citrus cooperative.

Behr has been with the cooperative for the past 27 years, leading the company as CEO since 2015. He will remain in his role through the end of 2022, assisting Groom with the transition. Under Behr’s leadership, Florida’s Natural Growers has transformed as a premier marketer of citrus products, with leading brands recognized globally for taste and quality. Before joining the cooperative, Behr was the chief economist for the Florida Department of Citrus. He is also a citrus grower. 

“Bob and I share a deep passion for the Florida citrus industry, as well as the belief that people matter most in business,” said Groom. “I am honored to continue the legacy Bob has built and know the lessons and values I’ve learned from him will continue to guide the business for many years to come.”

Formed in 1933, Florida’s Natural Growers, a division of Citrus World, Inc., is a cooperative of 14 grower organizations. Those organizations represent hundreds of individual growers owning nearly 60,000 acres of citrus in Florida. The cooperative’s flagship brand, Florida’s Natural, is found worldwide. The cooperative is based in Lake Wales, in the heart of the Florida citrus-growing region.

Source: Florida’s Natural Growers

Florida’s Natural CEO

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