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UK: Meatless Farm appoints global chief executive

Dior Decupper, Meatless Farm
Dior Decupper

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

Decupper will lead the company’s quest to create a sustainable global food system, its global growth strategy and its market execution, allowing Meatless Farm’s founder, Morten Toft Bech, to focus on the company’s long-term sustainability impact agenda and investment.

Decupper has experience in sales, marketing and general management. She spent the past two years as a regional general manager at plant-based consumer products company Upfield, which in 2017 was spun off from Unilever, owner of some of the biggest names in plant-based dairy, including Flora, Stork, Elmlea, Violife and I Can’t Believe It’s Not Butter. Before that, Decupper spent 12 years at Imperial Brands, rising to general manager, Benelux and France.

Toft Bech 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. 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 added: “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. 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.”

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