Meatless Farm taps Upfield executive Dior Decupper as new chief executive

UK – British plant-based meat alternative brand, Meatless Farm has tapped into the expertise of former Upfield executive Dior Decupper for its chief executive role. 

Decupper spent the last two years as a regional general manager for Benelux and France at Upfield, the largest plant-based consumer products company in the world, spun off from Unilever in 2017.  

In her role at Upfield, Decupper oversaw operations of some of the biggest names in plant-based dairy, including Flora, Stork, Elmlea, Violife and I Can’t Believe It’s Not Butter. 

At Meatless Farm, Decupper has been tasked with developing a sustainable global food system under the remit of leading global growth. 

Morten Toft Bech, the founder of Meatless Farm, said: “Dior is a refreshing leader and has a deep understanding of the plant-based category.  

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The company has grown to a size which needs someone with Dior’s experience and ability to lead multiple territories.” 

Bech further noted that he was  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,” he added.  

Prior to her time with Upfield, she spent 12 years at Imperial Brands where he rose to general manager for Benelux and France.  

Decupper has a highly respected background in sales and marketing and a decade of general management experience.  

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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. 

Commenting on her appointment, Decupper 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.”   

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.   

Meanwhile, last month, Patrick Coveney tendered his resignation as Greencore’s director and chief executive officer and plans to become CEO of foodservice group SSP from 31 March 2022.  

In a market statement on the development, Greencore said pending the appointment of a new CEO, Gary Kennedy, non-executive chair, would take a more active role in the business following Coveney’s. 

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