Elin Roberts, co-founder of Better Nature Tempeh, has stepped into the role of co-CEO.

Better Nature launched in 2020 and is now listed in over 1,000 retail locations nationwide, including Tesco, Asda, Lidl, Ocado, Planet Organic and Whole Foods Market. The brand’s mission is to help consumers live healthier lives by ‘making whole food proteins the norm, not the alternative’ with its portfolio of tempeh products.

Roberts joins current CEO Christopher Kong, where she will continue to head up business strategy, team culture and marketing as co-CEO. Kong will lead on sales, business development and fundraising.

Commenting on her new role, she said: “I’m excited to join forces with Chris in the co-CEO role, balancing his energy and determination with sales, fundraising and business development with my business strategy and team leadership skills as we take the business to the next stage of our growth journey”.

Kong added: “I am delighted to be working with Elin as co-CEO. Elin’s bold decision-making, rooted in consumer insight, is one of the fundamental reasons Better Nature Tempeh is now the UK’s fastest-growing meat-free brand, and her compassionate yet firm leadership has helped create a workplace culture that gets the best from our team, day in and day out.”

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