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Since 2020, LIVEKINDLY Collective has been on an exciting journey to make plant-based living the new norm. Under the committed and passionate leadership of Kees Kruythoff, our Collective has built a strong stable of brands – Fry’s Family Foods, LikeMeat, Oumph!, No Meat and The Dutch Weed Burger – and has become a strong voice of the plant-based movement.

As we enter our next chapter of growth, LIVEKINDLY Collective and Kees Kruythoff have mutually agreed that he will step down as Chair and CEO. Kees will continue to support the Collective as a major shareholder and is passing the baton onto three current executive team members – David Knopf, CFO; Malik Sadiq, COO and Regional Director North America and Anja Grunefeld, DACH General Manager – who will assume their new roles on an interim basis. Current Board member and former Unilever CEO Paul Polman will become independent Chair of the Board. The remaining members of the Board will continue in their current capacities.

Going forward, Kees will focus on his role as co-founder of Imagine, helping courageous CEOs advocate for, and lead, systems change by creating net positive companies.

LIVEKINDLY Collective today sells its products in 40+ markets and is well placed and recognised within the industry. We continue the strategic focus on plant-based meat alternatives investing in our team, growth, product innovation and quality to further deliver on our mission to make plant-based living the new norm.


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