Ex Chief Executive of Princes, Purveyors of Canned Fish, Appointed by Vegan Fish Producers

Mike Easterbrook headshot
Image: BIG Partnership PR

Atlantic Natural Foods, shelf-stable manufacturer and provider of Loma Linda®, Neat® and Kaffree Roma™ brand products, has appointed former Princes Ltd., Managing Director  Mike Easterbrook as European Representative effective July 2019.

In his new role Easterbrook will lead the strategic European roll-out of Atlantic Natural Foods’ plant-based products including Loma Linda® brand, neat®, and Tuno™, the plant-based tuna alternative which will launch in the UK later this year.

This appointment will be an interesting move to those in the industry and to veganism as a whole, since before joining Atlantic Natural Foods, Easterbrook served as Managing Director at Princes Ltd., well known for their canned fish products. For a veteran of canned fish to transfer to plant-based fish is a fascinating one and surely a sign of things to come.

Douglas Hines, Founder and Chairman, Atlantic Natural Foods, said: “Mike has extensive knowledge and a proven track record in commercial product development, market creation, mergers and acquisitions, and international trade. 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.”

Mike added: “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. My role will be an opportunity 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.”