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Meatless Farm appoints new chief executive

Plant-based meat brand Meatless Farm has hired former Upfield general manager for Benelux and France as its new global chief executive. In her new role, Dior… View Article

FOOD & DRINK

Meatless Farm appoints new chief executive

Plant-based meat brand Meatless Farm has hired former Upfield general manager for Benelux and France as its new global chief executive.

In her new role, Dior Decupper will lead the company’s growth strategy and market execution to enable founder Morten Toft Bech to focus on its long term sustainability impact agenda and investment.

Decupper previously spent the last two years as a regional general manager at Upfield, the largest plant-based consumer products company in the world, which spun off from Unilever in 2017.

Prior to that, she spent 12 years at Imperial Brands where her last role was general manager, Benelux and France. In addition to her extensive experience in sales, marketing and general management, Meatless Farm said she also has a deep understanding of the cultural nuances of the German and Spanish markets which are important territories for the company.

Morten Toft Bech explained: “Dior is a refreshing leader and has a deep understanding of the plant-based category. The company has grown to a size which needs someone with Dior’s experience and ability to lead multiple territories. I am extremely excited and can’t wait to work alongside her. Next year will be an important stage in our growth.

“I founded Meatless Farm to create a more sustainable food system and challenge intensively farmed meat. Importantly, Dior and I share that deep sense of purpose.”

Throughout 2021 the brand has continued its expansion into Germany, Spain, the US and the Netherlands whilst also launching new products such as its award-winning chicken breast. 

  

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