Gathered Foods, the US-based owner of the Good Catch plant-based seafood brand, has appointed a CEO in the shape of Christine Mei.

She joins with more than 30 years of executive experience at major businesses including Coca-Cola, Nike and Procter & Gamble.

Most recently, Mei has been an investor and mentor for SKU, a CPG accelerator based in Austin, Texas, where she advised start-up companies. She replaces Gathered Foods co-founder Chris Kerr as CEO.

She said: “I’m so energised about the tremendous potential for the Good Catch brand. In fact, the future of the entire plant-based food industry is on a trajectory of positive disruption.

“It’s both humbling and exhilarating to be able to amplify social impact through purposeful innovation in the plant-based seafood space. I’m really looking forward to collaborating with co-founders Chris Kerr, Chad and Derek Sarno to set Good Catch onto its next curve of growth.”

Kerr will remain actively involved in the business in his role as executive chairperson.

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He said: “At Gathered Foods, we thrive on collaboration and bringing together creative minds to join our mission to make a difference. We’re beyond excited to have been able to attract someone like Christine to lead our enterprise. She brings such a wealth of experience in the CPG space, with a focus on catapulting brands to their full potential.”

In May Gathered Foods revealed it had received backing from a group of celebrities

Cheers and Hunger Games actor Woody Harrelson, actress Shailene Woodley and socialite Paris Hilton were among those to back the New York-based company.