Adam Biggs

Vice President of Sales at Nova Naturals

Adam Biggs is a seasoned sales and marketing executive with over 15 years in leadership roles in the natural foods industry, specializing in brand building, product innovation, and multi-channel growth. A Santa Rosa native born and raised, Adam has deep roots in the natural foods industry as well as within the Northern California community.

As Vice President of Sales for Nova Naturals, a division of Novamex, he oversees strategy and execution across all major trade channels for a portfolio exceeding $100M in annual revenue. Adam also continues to steward the C2O Coconut Water brand following its acquisition by Novamex, guiding its ongoing growth after helping build it from inception into a nationally recognized category leader.

Earlier in his career, Adam was a founding member of C2O Pure Coconut Water, scaling it into the #1 shelf stable coconut water in the natural channel where it continues to be the category leader at Sprouts and many major retailers across the country. His experience leading teams, launching innovative products, and expanding brands across Whole Foods, Sprouts, mass retail, and club channels gives him a practical, founder-friendly perspective on what emerging companies need to thrive.

Adam currently runs the NNC Sales Forum

Adam earned his MBA from the University of California, Irvine, and completed the Food Industry Executive Program at USC. He lives in Santa Rosa with his wife and three children, and enjoys mountain biking the Sonoma County trails.

Having benefited from mentorship and support early in his own entrepreneurial journey, Adam is passionate about giving back to up-and-coming natural food and beverage brands. He is committed to helping founders navigate growth, avoid common pitfalls, and accelerate the success of mission-driven companies across Northern California.