Former Chobani CMO will curate US-specific communication and marketing strategies to support innovation and disruption in the plant-based space
NotCo, a food tech company valued at $1.5 billion with a patented A.I. technology named Giuseppe, announced that Meredith Madden has joined the company as its US general manager. Madden will work to drive the brand’s integrated marketing strategies, infuse strategic operations and broaden its category growth efforts in the retail and food service channels as it continues to grow its presence in the US market.
“Meredith has a proven record of category management expertise coupled with a deep understanding of US consumer behavior, which are both key to leading transformation of the plant-based industry,” said NotCo co-founder and CEO, Matias Muchnick. “A saturated industry, many plant-based brands continue to offer similar products with little true differentiation. In order to create real lasting change and make plant-based foods something consumers adopt long-term, it's critical to not only win on taste but deliver a clear and consistent value proposition across the various categories. We’re confident that Meredith will help continue to drive NotCo’s mission and lead us into our next stage of growth in the US.”