Meatless Farm has appointed Dior Decupper as its new global chief executive officer.
The former Upfield general manager for Benelux and France will lead the meat free company’s growth strategy.
Before that, she spent 12 years at Imperial Brands, holding the position of general manager for Benelux and France.
“Dior is a refreshing leader and has a deep understanding of the plant-based category,” Meatless Farm founder Morten Toft said.
“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.”