Former Brand Chief Returns to Lead The Vegetarian Butcher Collective

Rutger Rozendaal has been appointed as the new Chief Executive Officer of The Vegetarian Butcher Collective, succeeding Willem van Weede. Rozendaal, who previously served as CEO of The Vegetarian Butcher, will focus on building on the company's momentum, strengthening its brands, delivering great products, and expanding its impact in markets worldwide. The company's commercial direction and long-term priorities will remain unchanged following the leadership transition.

Willem van Weede oversaw the integration of The Vegetarian Butcher and Vivera following Vivera's acquisition of The Vegetarian Butcher from Unilever. With its products now sold in over 55,000 points of sale across 45 countries, and Vivera available in over 32,000 supermarkets throughout 25 European markets, the company is now in a strong position to support the next phase of growth under Rozendaal's leadership. Van Weede will remain involved as an advisor through the end of the year and continue serving on the company's statutory board.