Dirtea appoints former Huel COO as chief executive
Functional mushroom brand Dirtea has appointed Grant Coetzee as its new chief executive.
Possessing extensive experience in building global brands and consumer businesses, he previously worked for five years as chief operating officer at Huel where he helped scale the business from £9 million to £144 million.
At Dirtea, Coetzee will collaborate with the company’s founders Simon and Andrew Salter to accelerate global growth and foster innovation.
Andrew Salter, who is also Dirtea’s chief marketing officer, said: “Grant is an exceptional leader and a veteran executive in driving growth, and we’re excited to welcome him to Dirtea during a period of remarkable expansion for our business.
“As the demand for functional mushrooms continues to grow globally, Grant’s proven track record positions him perfectly to propel the Dirtea brand whilst enhancing our connections with our loyal community.”
Dirtea’s products include a range of dual-extract mushroom powders and super blends.
