Meatless Farm appoints Dior Decupper as global chief executive

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.

Decupper spent the last two years as regional manager at plant-based FMCG company, Upfield, which spun off from Unilever in 2017.

Before that, she spent 12 years at Imperial Brands, holding the position of general manager for Benelux and France.

READ MORE: The bloodless revolution: What does ‘peak vegan’ look like?

“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.”

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