Former grocery industry chief executive Mike Easterbrook has been appointed European representative of Atlantic Natural Foods as the company plans to introduce its products overseas.
Easterbrook’s appointment is effective in July 2019. Easterbrook holds more than 40 years’ experience within the grocery industry, including retail, foodservice and wholesale. Before joining Atlantic Natural Foods he was managing director at Princes Ltd., a European marketer of shelf-stable foods.
“Atlantic Natural Foods is quickly gaining traction as the leader in shelf stable/ambient products in the plant-based grocery space, which makes it an exciting time to join,” Easterbrook said. “I’m thrilled to use my knowledge and experience to develop the company’s European presence even further. It’s great to be part of creating a sustainable future for us all.”
In this role, Easterbrook will lead the strategic European rollout of several Atlantic Natural Foods’ plant-based products, including the Loma Linda brand, Neat and Tuno.
Over the past year, Atlantic Natural Foods has prepared flavor profiles tailored to British palate preferences with specific package creations. In late 2018, the company announced its intention to bring affordable, high quality, shelf stable, plant-based foods to the European consumer.
“Mike has extensive knowledge and a proven track record in commercial product development, market creation, mergers and acquisitions, and international trade,” said Atlantic Natural Foods Founder and Chairman J. Douglas Hines. “I have known him for many years and am thrilled to have his experience and passion for sustainable, alternative food products on board at this critical and exciting time in our European journey.”
Headquartered in Nashville, North Carolina, Atlantic Natural Foods’ brands include Loma Linda, Neat and Kaffree Roma. The company operates its own manufacturing facility in North Carolina and a joint venture project in Thailand. The brands are sold throughout the U.S. and in 17 countries, including the U.K. and Australia.