Business

Former Red Bull president takes over as CEO of the Brazilian foodtech Future Farm in the US

The foodtech already has operations in Brazil, Chile, Mexico, Uruguay, Sweden, United Kingdom, United Arab Emirates, and the Netherlands

Fazenda Futuro's hamburgers
Fazenda Futuro's hamburgers. Photo: Fazenda Futuro
  • Alexandre Ruberti, former president at Red Bull, will take over as CEO at Future Farm US;
  • The foodtech already has operations in Brazil, Chile, Mexico, Uruguay, Sweden, United Kingdom, United Arab Emirates, and the Netherlands;
  • Future Farm’s founder Marcos Leta told LABS that in 2021 the company expects to raise a new round to scale business in the United States.

Future Farm, or Fazenda Futuro in Brazil, a Brazilian startup that makes plant-based products, announced new leadership for its US operations: Alexandre Ruberti, former president at Red Bull. Ruberti takes over as CEO at Future Farm US.

As the foodtech preps to start operations in North America, Ruberti will face the challenge of making Future Farm stand out among some pioneers of the American plant-based market, such as Beyond Meats and Impossible Foods.

In addition to Brazil, the startup already set foot in ChileMexico, Uruguay, Sweden, United Kingdom, the United Arab Emirates, where sends products through distributors, and in the Netherlands, where it has its own office. 

Ruberti, in his turn, has experience in the US, Canada, Brazil and Latin America and has worked for 16 years at Red Bull, reaching the office of President of Red Bull Distribution US and Executive Vice President of Red Bull North America.

READ ALSO: Future Farm launches plant-based “Futuro Burger 2030”, promising an even more identical matrix to meat

“Reaching the greatest powerhouse in the world [United States] and counting on the experience and dedication of an executive recognized as Alexandre Ruberti is an important start for Fazenda Futuro in the country. We are excited to show the world how it is possible to change the way of eating meat”, says Future Farm’s founder Marcos Leta.

Alexandre Ruberti is the new CEO of Future Farm US. Photo: Courtesy from Future Farm.

“The plant-based market was thirsty for a player like Fazenda Futuro, so much that with less than two years it has already reached the levels of large companies worldwide, it is an honor to join this team. I hope I can contribute to the growth of the brand and the expansion that is certainly only at the beginning,” Ruberti added.

Founded in April 2019, the foodtech has raised two funding rounds. The latter, of BRL 115 million placed the company’s valuation at BRL 715 million and paved the way for new internationalization plans.

In talks with LABS back in October, Leta revealed that in 2021 the company expects to raise a new round to scale business in the United States.

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