Florida’s Natural Growers has promoted Christopher Groom as the company’s incoming CEO, effective Jan. 1, 2023.
Groom, the current COO of Florida’s Natural Growers, will succeed Robert Behr as CEO. In this role, Groom will work closely with the Florida’s Natural management staff and board of directors to uphold the cooperative’s long-standing legacy in Florida citrus.
Since 2011, Groom has been instrumental to the growth and success of Florida’s Natural. He has held many roles within the organization: starting as a marketing executive, moving on to become VP of sales and marketing and being named COO in 2019.
Through these roles, he has shown a passion for the brand, commitment to his colleagues and a drive to deliver excellence for stakeholders. As CEO, Groom will be responsible for driving growth and sustaining the cooperative’s financial and operational excellence.
“Chris is a valued member of the organization’s management staff, keeping the business focused on growth,” Behr said. “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.”
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 leading marketer of citrus products, with brands recognized globally.
“Bob and I share a deep passion for the Florida Citrus Industry, as well as the belief that people matter most in business,” Groom said. “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.”
First formed in 1933, Florida’s Natural Growers, a division of Citrus World Inc., is a cooperative of 14 grower organizations representing hundreds of individual growers owning nearly 60,000 acres of citrus in Florida. Its flagship brand, Florida’s Natural, is found worldwide. The cooperative is based in Lake Wales, the heart of the Florida citrus growing region.
For more information, visit floridasnatural.com.
