UK-based plant-based tempeh company Better Nature has appointed Helen Atkinson as its new Head of Sales to lead retail expansion efforts as the company grows. Co-CEOs Elin Roberts and Christopher Kong have recently been recognized in Forbes 30 Under 30 Europe 2025 for their contributions to revolutionizing the protein market with Better Nature’s high-protein tempeh products. Atkinson’s expertise will be crucial as the company pursues new growth opportunities in both grocery and retail channels, following the successful launch of an enhanced Organic Tempeh product at major UK retailers.

Alongside its domestic expansion, Better Nature has also secured a retail partnership with REWE in Germany, signaling international growth. Atkinson is excited about her new role and the potential for retail expansion in the evolving market for plant-based products as the company aims to reach a broader consumer base beyond the plant-based market. With Atkinson’s leadership in sales, Better Nature is set to continue strengthening its position in the UK while expanding into new markets.