NotCo has hired Fernando Machado as its Chief Marketing Officer as the company attempts to expand the reach of its plant-based foods.
Machado is one of the best-known marketing executives in the world and has previously worked at Burger King, Unilever, Restaurant Brands International, and Activision Blizzard.
- Machado will work to increase NotCo's brand partnerships and market its products directly to consumers. Numerous plant-based food companies have successfully partnered with fast food and restaurant chains.
- Machado most recently stepped down as Activision Blizzard CMO, his position at NotCo signals a return to the food industry, where he first gained prominence as the CMO of Burger King and later as CMO of Restaurant Brands International (the parent company of Burger King, Popeyes, and Tim Hortons).
- Machado said that he is looking forward to working with a brand called "Not" that is looking to reinvent the food industry. He claims that as someone whose career was built on "advertising that's not advertising," he appreciated the opportunity "to do some Not marketing."
- NotCo was most recently valued at $1.5B and brands its products with the name Not; examples include Not Mayo, Not Milk, and Not Chicken which are plant-based alternatives to their namesakes.
