WOBURN, MASS. — Two industry veterans have landed vice-president roles at Verde Farms, provider of 100% grass-fed and free-range organic beef.

“The addition of these two strategic hires will help Verde drive further innovation and accelerate growth in the grass-fed market,” Verde Farms said.

Marc Broccoli has been named vice-president of operations for Verde Farms. He brings more than 30 years of meat industry experience to Verde, having led teams at Conagra Brands and Sara Lee, the company said. Mr. Broccoli joins Verde from Lorenzo Food Group, Inc., where he was chief operations officer for the past year. Before that, he was senior managing director for Rastelli Foods Group and president of Allied Specialty Foods.

Matthew Landis has joined Verde Farms as vice-president of sales. He was most recently president and c.o.o. at Pasture One, a domestic supplier of 100% grass-fed beef. Prior to that, Mr. Landis was a founding member and vice-president of sales at Teton Waters Ranch, which makes 100% grass-fed beef sausages.

“Marc and Matt bring uniquely well-rounded insights to Verde across the organization from supply chain and R.&D., to production and customer relations, that will add great collaborative leadership value to the senior management team,” said Dana Ehrlich, chief executive officer of Verde Farms.

Founded in 2005, Verde Farms partners with a global network of family farmers to provide grass-fed, free-range organic beef to retail and food service customers across the United States.