Better Nature has announced a senior team refresh with co-CEO Christopher Kong stepping back from day-to-day leadership.
Elin Roberts will become sole CEO and Dr Ando Ahnan-Winarno COO, taking over from Fabio Rinaldo who is now head of supply chain & product development.
Kong, co-founder and co-CEO, will be taking a step back from October but will stay on as a board member and advisor.
“We are hugely grateful to Chris for his monumental contribution to Better Nature over the past six years,” said Roberts. “Anyone who’s met Chris will know how passionate, energetic, determined and resourceful he is. He genuinely breaks down walls. And we’ve needed that to achieve what has often felt impossible.”
The new leadership will focus on growth for the brand after it recorded its best-ever quarter in Q2 2025 with 128% year-on-year growth.
“As a business, we’re always pushing to be bigger, bolder and stronger,” Roberts added, explaining that to do that the business “needed more single-minded leadership” rather than being a leadership and founding team of four.
Better Nature has also announced that Alessandra Bellini, former chief customer officer at Tesco, will join the brand as non-executive director as part of her portfolio career.
While at Tesco, Bellini contributed to the Tesco brand turnaround, transformation of the Clubcard platform, and customer strategy for the group between 2017 and 2023.
“I’m thrilled to join Better Nature at such a pivotal moment in its journey,” said Bellini. “With the new leadership team’s clear vision and commitment to growth and innovation, I’m confident we can unlock new opportunities, reach more customers, and drive positive, sustainable change in the world of protein.”
Completing the new senior team lineup are Helen Atkinson, head of sales and Alan Chan, fractional CFO.
The brand is also set to announce a new marketing director (maternity cover) soon, taking over from Noora Pärssinen.
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