Meatless Farm appoints new chief executive

By Gwen Ridler contact

- Last updated on GMT

Dior Decupper ahs been appointed chief executive of Meatless Farm
Dior Decupper ahs been appointed chief executive of Meatless Farm

Related tags: plant-based

Plant-based meat alternative brand Meatless Farm has appointed Dior Decupper as its new chief executive.

In her new role at Meatless Farm, Decupper has been tasked with developing a sustainable global food system under the remit of leading global growth.

Morten Toft Bech, founder of Meatless Farm, said: “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.

Sustainable growth

“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.”

Decupper joins the manufacturer from Upfield – the plant-based consumer products company spun off from Unilever in 2017 – where she served as general manager for the past two years. Prior to her time with Upfield, she spent 12 years at Imperial Brands where he rose to general manager for Benelux and France.

Commenting on her appointment, Decupper said: “Joining Meatless Farm feels like more than a job. You feel the mission of the business in every corner. It’s open and transparent that it is on a journey, has a sense of creative urgency and importantly it has a sense of humour. 

‘Market changer’

“The ingredients are here to build the brand and business into not just a market leader but a world changer. I’m very much looking forward to working with Morten and the team to fight for that status.”

Meanwhile, last month, Patrick Coveney has tendered his resignation as Greencore's director​and chief executive officer and plans to become CEO of foodservice group SSP from 31 March 2022.

In a market statement on the development, Greencore said pending the appointment of a new CEO, Gary Kennedy, non-executive chair, would take a more active role in the business following Coveney's departure.

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