Califia Farms Appoints Dan Mader SVP, Sales

Califia Farms Appoints Dan Mader Senior Vice President, Sales

Annie’s vet Mader brings more than twenty years of food and beverage sales experience to the fast-growing company focused on preserving natural values 

Los Angeles, CA – August 24, 2015 – Califia Farms, the fastest-growing natural beverage company, today announced the appointment of Dan Mader, Senior Vice President, Sales. Mader will report directly to Greg Steltenpohl, Califia Farms’ CEO, and will be charged with developing the sales team to effectively continue the rapid acceleration of Califia Farms product sales both in the natural and conventional markets.  

“It’s thrilling to join a company with such fantastic products and on such an exciting growth trajectory. I came to know this brand as a consumer, and the great food, mission, and growth ahead are the things that are really exciting to me. There is a huge amount of buzz about Califia in the industry,” said Mader. “I’m looking forward to continuing that momentum!”

Mader brings extensive food and beverage sales experience to Califia Farms and spent the last eight years as Senior Vice President Sales, National Sales Manager for Annie’s, Inc., a natural food company that went public in 2012 and was acquired by General Mills in 2015. At Annie’s, Mader exceeded sales objectives and played a key role in taking the Company through its IPO.

“We are very pleased to welcome Dan to the Califia team,” said Steltenpohl. “Dan played a key role in taking a much-loved natural brand into the big leagues. That, along with his proven expertise in the disciplines of trade promotion, route-to-market, sales planning, and, most importantly - people development, will be invaluable as Califia Farms’ expansion continues.”

Prior to Annie’s, Mader worked on other CPG brands at Clorox, and Cadbury-Schweppes, as well as for California wineries, Kendall-Jackson and Gallo.

About Califia Farms (pronounced “Cal-lih-FEE-ya,” like California)
Inspired by the bounty of California, Califia Farms’ mission is to innovate delicious plant-powered foods for mindful nourishment. The company was named a 2015 “Breakout Brand” by Beverage World, tripled its revenues in the almond milk category from 2013 to 2014 and is a leader in the revolution to de-commodify the food and beverage industry by creating innovative, healthy and great-tasting premium beverages that make it easy for consumers to go ‘plant-powered’ and dairy-free, without compromise. Founded in 2010 by a farmer’s co-operative based in the San Joaquin Valley and headed by beverage visionary Greg Steltenpohl, Califia Farms is a uniquely California company. Its Bakersfield, Calif. manufacturing plant uses artisanal processes to create healthy and delicious plant-based beverages, is eco-friendly, energy efficient and repurposes more than 90 percent of its post-production byproduct. Califia Farms is the fastest-growing natural beverage company in the U.S., as well as the leading brand in the natural products coffee drinks category.

Califia Farms Media Relations
Melanie Webber, mWEBB Communications, (949) 307-1723,
Elizabeth Johnson, mWEBB Communications, (213) 713-4865,