Meatless Farm appoints Dior Decupper as global chief executive

Meatless Farm has appointed plant-based and food industry veteran, Dior Decupper, as global CEO. 

Decupper has spent the last two years as regional general manager at Upfield, a producer of brands such as Flora, Stork, Elmlea, Bertolli, Violife and I Can’t Believe It’s Not Butter. 

In this new role, Decupper will strive to achieve the company’s goal of creating a sustainable global food system. She will lead Meatless Farm’s global growth strategy and marketing execution. 

Meanwhile, Meatless Farm’s founder, Morten Toft Bech, will focus on the company’s long-term sustainable impact agenda and investment. He 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.

He added: “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 commented: “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.”