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295. Rutger Rozendaal, CEO at The Vegetarian Butcher: Present of Future of Plant Based, Leading as a Millenial, Lobbying, Societal benefits of eating less meat

Rutger Rozendaal is the CEO at Plant-based Leader The Vegetarian Butcher. He joins Efrain and Daniel to speak about where the category is in this crucial time, how his business is building a brand to escape commodification, how grocery is betting on the category and how it is to lead a business as a (relatively) young leader.
Tune in to hear about:
  • Rutger’s career path from Consulting to Unilever and now leading a business
  • The status of the plant-based category after years of ups and downs
  • How Grocery Retailers perceive the plant-based category
  • Why everyone will win if plant-based wins
  • What he’s doing as a CEO to influence the category growth and legal acceptance
  • Leadership style and lessons


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