Ulrich Strünck

Ulrich Strünck joins the growing European team as Commercial Director DACH, bringing with him over 20 years of experience working in FMCG.

Most recently Ulrich worked for Uplegger Food Company GmbH where he was responsible for sales and brand business management of more than 20 international food brands, including plant-based meat and dairy alternatives.

Prior to that, Ulrich headed up a business and marketing consultancy as managing director, working for brands such as Alpro, Arla and Herta. He also worked in senior positions for Coca-Cola and the Nestle Group where he had pioneered the launch of the first meet-free brand (tivall/ Garden Gourmet) into the DACH region already at the beginning of the century. Since then, Ulrich is a strong believer in plant-based nutrition and strives to increase the market share of plant-based food categories with strong new concepts.

As Commercial Director DACH, Ulrich is managing Redefine Meat’s overall brand and sales strategy and the expansion into DACH through structured market development. Having been responsible for the launch and business development of a vast portfolio of innovative food product concepts, Ulrich is the ideal addition to further establish Redefine Meat’s market presence and increase distribution and sales channels.

In his spare time Ulrich enjoys playing tennis, riding a bike and skiing. He is married and has four children.