The FMCG Guys 295. Rutger Rozendaal, CEO at The Vegetarian Butcher: Present of Future of Plant Based, Leading as a Millenial, Lobbying, Societal benefits of eating less meat
Jan 10, 2026
55:02
Rutger Rozendaal is the CEO at Plant-based Leader The Vegetarian Butcher. He joins Efrain and Daniel to speak about where the category is in this crucial time, how his business is building a brand to escape commodification, how grocery is betting on the category and how it is to lead a business as a (relatively) young leader. Tune in to hear about:
- Rutger's career path from Consulting to Unilever and now leading a business
- The status of the plant-based category after years of ups and downs
- How Grocery Retailers perceive the plant-based category
- Why everyone will win if plant-based wins
- What he's doing as a CEO to influence the category growth and legal acceptance
- Leadership style and lessons
More
Follow us on Instagram: https://www.instagram.com/fmcgguys/
Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/
Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian
Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.