Meatless Farm, a fast-growing British plant-based meat alternative brand, has appointed former Upfield General Manager for Benelux and France, Dior Decupper, as its new Chief Executive.
Decupper spent the last two years as a Regional General Manager at Upfield, the largest plant-based consumer products company in the world, spun off from Unilever in 2017, which owns brands including Flora, Stork, Elmlea, Violife , and I Can’t Believe It’s Not Butter.
Decupper previously spent 12 years at Imperial Brands, rising to General Manager, Benelux and France. She has a background in sales and marketing and a decade of general management experience.
Her remit will be leading Meatless Farm’s global growth strategy and allow the company’s founder, Morten Toft Bech, to focus on its long term sustainability impact agenda and investment.
Toft Bech commented: “Dior is a refreshing leader and has a deep understanding of the plant-based category. The company has grown to a size that 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.”
Throughout 2021, the brand has continued its expansion into Germany, Spain, the US, and the Netherlands whilst also launching a host of new products.
