Alexandre Ruberti

Alexandre Ruberti

Alexandre Ruberti. © Future Farm
Opinion

Op Ed: Alexandre Ruberti, CEO of Future Farm, on the Ebbs and Flows of the Plant-Based Industry

Alexandre Ruberti is the CEO of Future Farm and a board member at Celsius Holdings. Previously, he worked at Red Bull for 16 years, serving dual positions – President of Red Bull Distribution Company USA and Executive Vice President of Sales for Red Bull North America. He is credited with developing the business exponentially through incremental growth, and now brings his wealth of experience to the plant-based industry. Plant-Based is a Marathon and Not a Sprint by Alexandre Ruberti It’s no secret that the plant-based industry continues to ebb and flow, but it’s important to take a step back and ask why — while keeping in mind that plant-based is still a relatively new category. Like any new market, it will stabilize — and more …

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Future Farm Plant-Based Burger

©Future Farm

Products & Launches

Future Farm to Launch Oat Milk in Brazil, Reveals Plans for Plant-Based Cheese and Honey

Brazil’s Future Farm, also known as Fazendo Futuro, says it will launch its first-ever plant-based milk, Future Oat, to Brazilian consumers starting in May. The company also revealed it plans to enter several new CPG categories, including plant-based honey, cheese and Brazilian-style meat snacks, reports Food Dive.   According to CEO Alexandre Ruberti, Future Oat will be available in chocolate, vanilla, barista, oat and cooking varieties. He states the company will use lower prices and its familiar branding to help the product stand out against competition.  In addition to Brazil, Ruberti reports the company is currently focused on marketing the product in the US, UK, and Germany. Noting Future Farm as a “huge innovation pipeline” and strong manufacturing capabilities, Ruberti states the company is now looking …

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Future Farm Plant-Based Burger

©Future Farm

People

Former Head of Red Bull Hired as CEO of Future Farm USA to Spearhead Entry Into North America

Following Successful Launches in 23 countries throughout Europe, Latin America and Asia Pacific; Future Farm, one of the fastest-growing plant-based meat companies on a global level and a winner of Fast Company’s World Changing Ideas 2020, announces that former head of Red Bull North America Alexandre Ruberti has been hired as CEO of its US business. “Breaking into the world’s most-powerful economy as a new brand in a burgeoning category couldn’t be done without the experience, dedication and expertise of a leader like Alexandre Ruberti“ After just celebrating its second anniversary since its foundation, Future Farm will utilize the experience and expertise brought by CEO Alexandre Ruberti, former U.S. President of Red Bull Distribution Company (RBDC) and Executive Vice President of Sales for Red Bull …

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