Hynes has more than 11 years’ experience in the R&D sector, having worked for companies including Smith & Nephew, Taylors of Harrogate and Reckitt Benckiser.
He spent six years at industry giant Unilever, where he was a lead in a range of functions, including processing, consumer insights, competitor intelligence and NPD. He also has a PhD in organic chemistry from The University of Manchester, which his new employer said would be key in driving its offering across the on- and off-trade.
The Meatless Farm Company has made a number of senior hires, most recently appointing Lone Thomsen as chief marketing officer. Thomsen joined from The Coca-Cola Company and, in her new role, she is instrumental to the firm’s international expansion and helping to drive strategic growth.
‘Urgent need’ for alternative proteins
“There’s an urgent need to change the way we eat and look at alternative proteins that are better for your health and the planet,” said Hynes. “There’s ripe opportunity for R&D in the plant-based sector and I look forward to helping the team grow its current offering with the same care and attention to taste, texture and nutritional value.”
Morten Toft-Bech, founder of The Meatless Farm Company, said: “As the market heats up, it’s important we’re driving our R&D and Peter’s experience and passion will be invaluable.”
Meatless Farm has seen incredible growth since its inception in 2016, with listings across the UK including Sainsbury’s, Morrisons and Co-op. The company has also expanded its international portfolio, which now includes the US, Ireland, Sweden, Hong Kong, Canada and the United Arab Emirates. Having launched into Whole Foods Market stores across the US this summer, the company is looking to drive global market growth, alongside Beyond Meat and Impossible Foods. The global plant-based market is predicted to reach $27.9bn by 2025.