Dior Decupper will lead the fast growing plant-based meat company in new global role
One of the UK’s fastest-growing plant-based meat brands, Meatless Farm, has appointed former Upfield General Manager for Benelux and France, Dior Decupper, as its new global 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 some of the biggest names in plant-based dairy, including Flora, Stork, Elmlea, Violife and I Can’t Believe It’s Not Butter.
Previously, Decupper spent 12 years at Imperial Brands, rising to General Manager, Benelux, and France. She has a highly respected background in sales and marketing and a decade of general management experience. Dior also has a deep understanding of the cultural nuances of the German and Spanish markets, two important territories for Meatless Farm, after living in both countries.
In this new role, Decupper will lead the company’s quest to create a sustainable global food system. Under her remit will be leading the company’s global growth strategy and excellent market execution, allowing Meatless Farm’s Founder, Morten Toft Bech, to focus on the company’s long-term sustainability impact agenda and investment.
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. 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. ”
Dior Decupper, CEO of Meatless Farm, 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. 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, US, and the Netherlands whilst also launching a host of new products including its award-winning Chicken breast.
