Tractor Beverage Company, maker of certified organic, non-GMO beverages exclusively for the foodservice sector, made leadership moves aimed at propelling the company into its next phase of growth and impact.
In a strategic shift, Justin Herber, chief brand officer behind Tractor's rise to prominence, is embracing a new role as the Founder of the Farmhand Foundation. This groundbreaking philanthropic initiative spearheaded alongside Tractor Beverage Company founders, Griffin Barkley and Justin Schneir, is dedicated to empowering farmers to break free from conventional practices and embrace organic and regenerative farming methods. Herber's departure from Tractor's executive team marks the beginning of an exciting new chapter as the company further sets its sights on revolutionizing the global food system.
Simultaneously, Tractor Beverage Company proudly welcomes Duke Stump as its new chief brand officer. Stump, a seasoned maverick in the marketing world, brings an eclectic blend of experience from his tenure at iconic brands such as Seventh Generation, Nike, Lululemon, and Lime. With a track record of pushing boundaries and challenging norms, Stump is poised to ignite a new era of creativity and purpose at Tractor.
As Tractor's new creative steward, Stump will collaborate closely with the existing team, including Herber, to craft a brand narrative that resonates deeply with consumers and drives meaningful change. Their shared vision for Tractor's future promises to redefine the beverage industry and set new standards for social and environmental responsibility.
This announcement marks a pivotal moment for Tractor Beverage Company as it reaffirms its commitment to innovation, sustainability, and community impact. With Herber blazing a new trail with the Farmhand Foundation and Stump at the helm of Tractor's brand evolution, the company is poised to lead the charge toward a brighter, more sustainable future.
