As vice president and general manager for Europe, the Middle East and Asia for the snacks and breakfast cereal manufacturer. Woodall worked on global brands including Pringles, McVitie’s, and the Kellogg’s portfolio.
Prior to this, he served five years as Kellogg’s managing director in China, heading its launch in the Chinese market.
Woodall’s appointment followed the successful launch of the company’s meat-free range in Sainsbury’s stores in September last year.
Morten Toft Bech, founder of The Meatless Farm Co, said: “It’s fantastic news that Rob is joining the Meatless farmers. It is such an important time in the company’s evolution.
“We have spent the past two years developing a product that is delicious and unique in its category and we have some exciting global and domestic plans for 2019. Rob will bring a wealth of experience and knowledge to the company and help drive the growth of The Meatless Farm Co.”
Established in 2016, The Meatless Farm Co produces fresh mince and burger patties using a range of natural, plant-based ingredients. The producer has targeted the healthy eating sector in a bid to improve consumers’ health and support the environment.
Commenting on his appointment, Woodall added: “It’s great to join the team. The Meatless Farm Co is creating unique plant-based meat alternatives that absolutely deliver on taste and texture.
“It is such an exciting category which can make a real difference to our personal health and our planet. I’m relishing the challenge of taking the brand to new levels.”
Alongside Woodall’s appointment, the Meatless Farm’s wider team was boosted with five new commercial appointments is in preparation for raising Series B funding in 2019, which will accelerate international expansion.
Meanwhile, Addo Food Group has promoted Deborah Bolton from joint chief operating officer to chief executive officer replacing Chris Peters, effective immediately.