Tractor Beverage Company, the first and only Certified Organic, Non-GMO beverage brand crafted exclusively for foodservice, has 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. 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.”
Kevin Sherman, CEO of Tractor Beverage Company
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. 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.”
Brian Barbara, Chief Revenue Officer, Tractor Beverage Company
Barbara’s leadership propels Tractor Beverage Company into its next growth phase. Fast Company recognized Tractor as one of its Most Innovative Companies in 2021 and awarded it a 2024 World Changing Idea for its groundbreaking Organic Impact Tracker—the first tool to quantify the benefits of sourcing organic over conventional ingredients. With a strong commitment to sustainability, transparency, and bold flavor, Tractor continues expanding in foodservice, pushing boundaries, and redefining possibilities in the beverage industry.
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. Moreover, through its Farmhand Foundation, Tractor supports farmers in transitioning to organic and sustainable agriculture, reinforcing its commitment to a healthier planet. Additionally, The company’s Organic Impact Tracker provides unprecedented transparency into the environmental benefits of organic sourcing, further setting Tractor apart as an industry pioneer.