Mike Easterbrook, who retired from his role with the canned food and drink giant on 31 March 2017, will operate as the plant-based protein producer’s European representative from July.
He will be responsible for leading the strategic European roll out of a number of products including the Loma Linda brand, Neat, and Tuno, a plant-based seafood/tuna alternative which will launch in the UK later this year.
Easterbrook has more than 40 years’ experience within the grocery industry across retail, food-service, and wholesale.
“Atlantic Natural Foods is quickly gaining traction as the leader in shelf stable/ambient products in the plant-based grocery space,” Easterbrook said.
“My role will be an opportunity to use my knowledge and experience to develop the company’s European presence even further. It’s great to be part of creating a sustainable future for us all.”
James Douglas Hines, Atlantic Natural Foods, founder and chairman, added: “Mike has extensive knowledge and a proven track record in commercial product development, market creation, mergers and acquisitions, and international trade. I have known him for many years and am thrilled to have his experience and passion for sustainable, alternative food products on board at this critical and exciting time in our European journey.”
Cameron Mackintosh replaced Easterbrook as MD of Princes in April 2017.