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Plant-based behemoth Beyond Meat has announced the appointment of Akerho “AK” Oghoghomeh as SVP of global marketing, as it seeks to turn around sliding sales.

Described by Beyond as a “growth-oriented consumer marketer,” Oghoghomeh assumes the role today. He is said to bring a diverse background in B2C and B2B marketing and brand management, which includes positions at Amazon, Campaign Monitor and Conagra Brands.

Prior to joining Beyond, Oghoghomeh was senior vice president of brand marketing at Red Bull North America.

According to The Wall Street Journal, the appointment comes as Beyond reorients its retail sales strategy to centre on five grocers.

The plant-based meat giant has experienced declining sales and mounting losses, announcing major job cuts last year as part of an effort to reduce expenses. Beyond’s chief brand officer Beth Moskowitz departed the business in January.

The Journal, which cites internal company presentations and documents, says that the Beyond Burger maker is revamping its retail strategy to focus on Kroger, Walmart, Whole Foods Market, Publix Super Markets and Costco Wholesale.

US grocery stores have seen a drop in demand for meat substitutes. Data from IRI found a 15% fall by volume in supermarket sales of refrigerated meat alternatives for the 52 weeks ended 1 January.

Announcing Oghoghomeh’s appointment, Beyond said: “AK’s deep expertise in brand management and sales-oriented consumer marketing will serve us well as he spearheads our integrated global marketing function, partnering with the sales organisation, leading brand management and driving Beyond Meat’s activation across the marketing mix”.

Last October, CEO Ethan Brown said that Beyond was implementing measures to drive more sustainable growth and aims to achieve “cash-flow positive operations” in the second half of 2023.

Beyond did not immediately respond to a request for comment on the company’s new retail strategy.

#BeyondMeat #TheWallStreetJournal #US

Beyond Meat hires new executive to spearhead global marketing efforts

The Plant Base

6 February 2023

Beyond Meat hires new executive to spearhead global marketing efforts

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