Greg Muller is an entrepreneur with over 25 years business experience encompassing financial management and continuous product innovation to strategic planning, gross margin expansion, value chain enhancement, domestic and international sales, and wide scale distribution logistics.
His experience is extensive in the commercial agriculture sector, specifically in the produce and floral areas of greenhouse & field production, global product sourcing, and mass market retail channel distribution. Greg has held roles as grower, operations manager, financial analyst, GM, COO, and CEO & Founder. National clients that have included: Trader Joes, Whole Foods, Kroger, Safeway, Walgreens, Costco, Home Depot, 7-Eleven, and amazon.com, among numerous other wholesalers and retailers.
Greg’s strong startup, finance, operations and management background has led him to experience all aspects of controlled environment production utilizing the latest technology, genetics, hydroponics, and financial management systems. Greg brings his agile awareness of trends to the table, knowing how and when to change business approaches to meet the evolving needs of the market to drive growth and increase profitability.
With a BBA in Accounting and Finance from University of Portland, Greg started his career as an auditor for a national CPA firm. Taking that experience, he became commercial manager for Ameri-Cal Floral/Johnsen Nurseries/Five Star Farms where Greg managed all aspects of sales, distribution and product development while also working to install the first large scale (over 1MM square feet of greenhouse) commercial hydroponic flower growing system in the USA.
With this background, Greg also founded Ameri-Cal Produce, a successful hydroponic greenhouse tomato startup. And, then as owner and CEO of Ameri-Cal Floral and Fusion Floral, Greg created an innovative domestic and foreign product platform that serviced mass market retailers with emerging products, enhanced category management through ultra-efficient sourcing, logistics and manufacturing all with the focus centered on the ever changing consumer.
Along with being CFH, Ltd.’s COO, Greg is an ongoing investor and advisor to the venture AgPollen, an alternative almond tree pollination startup that is addressing solutions to the bee pollination shortage. He is also actively involved in many organizations and charities, as well as guest lecturer at the University of California, Berkeley Haas School of Business.