The Vegetarian Butcher Collective has announced the appointment of Rutger Rozendaal as chief executive officer, succeeding Willem van Weede, as the company prepares to accelerate growth and innovation across the European plant-based food sector.

The leadership transition comes one year after the integration of alt-meat brands Vivera and The Vegetarian Butcher, a move that created what the company describes as Europe’s largest plant-based meat business. Dutch brand The Vegetarian Butcher was acquired by Unilever in 2018, and sold to JBS-owned Vivera in March 2025.

Rozendaal, who was previously CEO of The Vegetarian Butcher brand, takes leadership of the broader merged group at a pivotal time for the business, as consumer interest in plant-based foods continues to evolve and manufacturers seek new opportunities for growth, innovation and market expansion.

“Today, I’m honoured to announce I will take on the role of CEO of The Vegetarian Butcher Collective,” said Rozendaal on LinkedIn. “Over the past year, Vivera and The Vegetarian Butcher have been brought together into one organisation, creating Europe’s largest plant-based meat company. That is a true testament to the dedication, talent and commitment of teams across both businesses.”

He also paid tribute to his predecessor, adding: “I want to thank Willem van Weede for his leadership over the past year and for helping build such a strong foundation for the future.”

Looking ahead, Rozendaal said the company remains focused on advancing the transition towards a more plant-based food system.

“Most of all, I’m looking forward to building one strong Collective, combining the strengths of both Vivera and The Vegetarian Butcher,” Rozendaal said. “The foundation is in place. Now it's time for the next chapter.”

The company said it will continue to build on the combined strengths of its two flagship brands, with a focus on accelerating innovation, expanding its market impact and attracting more consumers to plant-based food choices.

Top image: © The Vegetarian Butcher