Better Nature Tempeh, a prominent wholefood brand, recently made a strategic move by appointing co-founder Elin Roberts as its co-CEO. This decision was made to align with the brand’s new position as the UK’s fastest-growing meat-free retail brand. Roberts will be joining Christopher Kong as co-CEO, a step that reflects the brand’s commitment to continued growth and success.
In a bid to expand its presence nationwide, Better Nature Tempeh has secured partnerships with major retailers such as Tesco and Asda. Additionally, the brand has been offering exclusive limited-time deals with Lidl and has recently launched on Ocado. These strategic moves have significantly contributed to the brand’s success in the competitive market.
Notably, the tempeh category is experiencing rapid growth, with a 57% year-on-year increase. Better Nature Tempeh has played a pivotal role in this growth, accounting for 76% of the total market growth according to Nielsen IQ data from June 2024. As co-CEO, Roberts will be spearheading business strategy, team culture, and marketing initiatives, while Kong will focus on sales, business development, and fundraising efforts.
Expressing her enthusiasm for the new role, Elin Roberts stated, “I’m excited to collaborate with Chris as co-CEO, leveraging his energy and determination in sales and fundraising alongside my strategic vision and team leadership skills to propel our business to new heights.” Christopher Kong echoed this sentiment, saying, “I am thrilled to partner with Elin as co-CEO. Elin’s decisive leadership and consumer-centric approach have been instrumental in making Better Nature Tempeh the UK’s fastest-growing meat-free brand. Our collaborative leadership style and strong workplace culture are poised to drive our business to greater success in the upcoming year.”
The duo’s joint leadership as co-CEOs signifies a dynamic partnership that is poised for continued growth and innovation. With a shared vision and complementary skill sets, Roberts and Kong are confident in their ability to lead Better Nature Tempeh to even greater success in the market.
