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Jeff Moore Resigns as Reef President

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Jeff Moore has resigned as President of Reef to spend more time on his Christian faith.

He resigned a month ago, and told employees today. Jeff will remain with the company through the end of January.

Jeff said he wanted to make this change after watching the impact some of his friends have made by starting a prison ministry, or by working in gang infested neighborhoods.

“I realized I wanted to be investing in those less fortunate, who need hope,” he said in an interview with SES.

“I kept reflecting that all we are guaranteed is today, not tomorrow,” he said. “I asked myself, ‘Am I maximizing the day?’ Yes, I enjoy business, I enjoy the people and the strategy. But there are areas of my life I am very passionate about that I don’t have time for.”

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Jeff has worked for VF Corp. for about 12 years, first at Vans and then at Reef, where he has been President for about 6 ½ years.

He plans to spend five or six months getting more deeply involved in ministry projects and recharging his batteries.

I asked if he will need another job in the future, and he laughed.

“Yes, I don’t have a paycheck coming and I don’t have job,” he said. “There is faith involved, and a belief that God will provide.”

The time was also right because Reef is in a strong place, Jeff said.

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“We have great innovative product now and for the future, strong retail partners that we can continue to build our business with, and a very strong team,” he said. “I couldn’t be more proud.”

I asked Jeff how 2016 turned out for Reef.

“’16 was okay,” he said. “I think we all took our lumps, but for us, it wasn’t near what you are hearing from everyone else,” he said. “We are very stable, dealers are very dependent on our brand. We are holding our real estate while also looking at areas for future growth.”

VF has not yet named his replacement, but Jeff said he knows there will be many good options.

“VF has a long list of really strong individuals internally from multiple organizations,” he said. “I am very confident they will find someone to put in my seat that can take the brand to a whole other level.”

 

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