Rebels or Replicators? The Identity Crisis of Plant-Based Companies Hiring from Big Food
In the rapidly evolving landscape of plant-based food companies, a troubling pattern has emerged: innovative startups, driven by a mission to revolutionize our food system, are increasingly recruiting executives from traditional, animal-based conglomerates. This trend raises a critical question: can agents of the status quo effectively champion transformative change, or does their influence risk diluting the very essence that sets these pioneering companies apart?
The Allure of Traditional Expertise
The appeal of hiring seasoned professionals from established corporations is understandable. These individuals bring a wealth of experience in scaling operations, navigating complex supply chains, and executing large-scale marketing strategies. However, the methodologies honed in conventional food industries may not align with the disruptive ethos of plant-based innovators. This misalignment can lead to a loss of identity, alienating the core customer base—those rebels and pioneers who seek alternatives to mainstream offerings.
Case in Point: Impossible Foods' New Leadership
A prime example is Impossible Foods, which appointed Meredith Madden—formerly of Chobani and The Kraft Heinz Not Company—as its new Chief Demand Officer in early 2024 [1]. While Madden brings experience in building major food brands, the move raises questions about whether Impossible is staying true to its mission or adopting the playbook of the industry it once aimed to disrupt.
Madden’s hire followed earlier moves in 2023, when Impossible brought in Sunil Chandran—formerly head of R&D at synthetic-biology firm Amyris—as Chief Science Officer, and Rob Haas, who led supply-chain operations at AB InBev’s upcycled-protein subsidiary EverGrain, as Chief Supply Chain Officer [2]. These hires bring undeniable expertise but also reflect a broader cultural shift: a company once positioned as a bold alternative is increasingly mirroring the systems and strategies of Big Food.
Hiring “dinosaurs” may bring scale and systems—but it rarely sparks innovation. And in an industry built on breaking from the past, bringing in the old guard risks more than just mission drift. It risks extinction.
The Miyoko’s Creamery Fallout: A Lesson in Mission Drift
Another example is Miyoko’s Creamery. Founded by Miyoko Schinner in 2014, the brand was celebrated for its artisanal, handcrafted vegan cheeses. But in 2023, Schinner was ousted as CEO following a contentious legal dispute. The company accused her of misappropriating trade secrets, while Schinner alleged gender discrimination and wrongful termination [3].
After her departure, Miyoko’s appointed Stuart Kronauge, a former Coca-Cola and Beyond Meat executive, as CEO. Under new leadership, the company has shifted toward more mass-market products, such as Plant Milk Cheese Spreads—a sharp departure from the small-batch, culinary-focused cheeses that once defined its identity [4].
Once focused on elevating plant-based cheese as a gourmet experience, Miyoko’s now resembles processed, cheddar-style slices—signaling a shift toward Big Food’s version of “vegan-friendly.” For many early adopters, the pivot feels like a betrayal of the original vision, alienating those who sought premium, high-quality alternatives—not generic imitations of dairy.
Staying the Course: The Dairy-Free Movement
Consider the broader dairy-free sector. Brands like Oatly and Ripple Foods rose to prominence by offering alternatives that resonated with a growing movement—not just as functional products but as cultural statements. Their success stemmed not from mimicking Big Dairy, but from carving out a new path and voice [5].
Preserving Identity in a Shifting Landscape
When plant-based companies bring in leaders from traditional food giants, they risk importing more than just expertise—they risk absorbing values and strategies that conflict with their original mission. In the pursuit of rapid growth, some brands begin to compromise product integrity, drifting away from the ethics, sustainability, and authenticity that earned them a loyal following in the first place.
At the heart of this issue is brand identity. Companies like Impossible Foods and Miyoko’s Creamery began as bold challengers to the status quo. But by adopting the leadership styles and corporate structures of Big Food, they inch closer to becoming the very thing they once opposed.
To avoid losing their edge, plant-based companies must critically evaluate whether new leadership aligns not just with operational goals, but with the deeper purpose that drives the brand. Experience from legacy industries can be useful, but only if it supports—rather than overrides—the mission. In this movement, values must lead. Scale should follow.
Conclusion: The Future of Plant-Based Leadership
The infusion of traditional corporate leadership into plant-based innovators presents a double-edged sword. While it offers potential for accelerated growth and market penetration, it also poses significant risks to brand identity and consumer trust. To truly champion change, plant-based companies must ensure that their leadership embodies the pioneering spirit that defines them, lest they become indistinguishable from the very establishments they set out to disrupt. Otherwise, they risk becoming just another version of the status quo—and losing the very customers who built them up in the first place.
References
[1] Food Dive. Impossible Foods hires Chobani veteran to juice plant-based demand. February 25, 2025. https://www.fooddive.com/news/impossible-foods-chobani-executive-meredith-madden-chief-demand-officer-mcguinness-plant-based-meat/740845/
[2] Food Dive. Impossible Foods hires industry veterans to head science and supply chain. June 16, 2023. https://www.fooddive.com/news/impossible-foods-chief-science-officer-sunil-chandran-chief-supply-officer-rob-haas/653176/
[3] Food Dive. Miyoko’s Creamery and its namesake founder settle litigation. May 19, 2023. Accessed August 9, 2024. https://www.fooddive.com/news/miyokos-creamery-miyoko-schinner-settle-lawsuit/650728/
[4] Green Queen. Miyoko’s Creamery Launches First Product Range Since Namesake Founder’s Exit and Lawsuit. May 19, 2023. Sep 13, 2023. https://www.greenqueen.com.hk/miyokos-creamery-product-range-schinner-exit-lawsuit-ceo-plant-milk-cheese-spreads/
[5] Vegconomist. Special feature: Oatly and industry figures fight back against widespread anti-vegan disinformation. January 16, 2024. https://vegconomist.com/marketing-and-media/oatly-industry-figures-fight-back-against-anti-vegan-disinformation/
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