From blueberry fields to CEO: Brian Bocock will lead a new chapter at Naturipe's MBG Marketing

A new chapter is beginning at MBG Marketing as Brian Bocock steps in as Chief Executive Officer, effective November 1, 2025. Brian is a lifelong grower, innovator, and respected leader, with roots that run deep in the blueberry fields. 

As he takes on this new role, Brian will be departing from his position at Naturipe Farms to fully focus on leading MBG Marketing into its next era of growth and innovation.

“Brian’s leadership is rooted in authenticity. He knows every step of the journey from farm to shelf,” said Jim Roberts, President of Naturipe Farms. “His deep industry knowledge, strategic mindset, and genuine care for people have been instrumental in moving the industry forward and in Naturipe and MBG Marketing’s successes.” 

“MBG represents generations of growers, families, and friends who share a common passion for growing the best blueberries in the world,” said Brian Bocock. “I’m incredibly proud of our team and honored to lead MBG into the future.”

The new executive succeeds Brad Moorer, who led MBG Marketing with distinction before his passing in August 2025.

A long and fruitful career at Naturipe

Brian’s 36-year journey with MBG began in the Florida warehouse, where his talent quickly led him into package logistics and sales.

When MBG shifted its sales and marketing functions to Naturipe Farms, Brian joined Naturipe and became Vice President of Sales. In his current role as Vice President of Product Management and Logistics, Brian guides product strategy, logistics, and category growth.

His story is also rooted in the soil itself. As a blueberry farmer at Bumbleberry Acres in South Haven, Michigan, Brian brings firsthand experience of what it takes to grow, nurture, and deliver high-quality fruit. 

Brian has also helped drive one of the most impactful innovations in the berry category: the introduction of the clamshell. What started as a new way to protect and present blueberries has now become the standard across the fresh produce world, from blackberries to strawberries and beyond.

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