Fenn Foods to beef up plant-based product line under new ex Coca Cola executive Tony Rowlinson

An ex Coca Cola boss has revealed his plans to drastically expand a Sunshine Coast plant-based meats business after taking over the company. Here is what he said:

CEO Tony Rowlinson (left), and executive chairman Nicholas Simms (right)

A former Coca Cola executive heading up a Kunda Park plant-based meats business is set to drastically upscale the company’s product line and client base with bold plans to capitalise on the growing industry.

The company was started by Michelin-star trained ​chef Alejandro Cancino and his partner Paola Moro in 2015 after noticing a lack of high-quality plant-based food products in supermarkets.

The couple brought on Tony Rowlinson as chief executive earlier this month, who took on his first management role at age 26 as a director for multinational pharmaceutical company Bristol Myers Squibb before being made its chief executive in the UK and South Africa four years later.

He has also worked as the marketing manager for Coca-Cola in South Africa and later as the boss for major Australian companies including Simplot, Invita Group, and Food Revolution Group. 

Mr Rowlinson said his main priorities for Fenn Foods are to drive innovation through diversifying the business’s product range along with extending its customer base. 

“It’s about building on the foundation that Alejandro has put in place,” Mr Rowlinson said.

“From my side I want to ensure we drive innovation and looking at how we can go into more categories and extend our product offering and driving availability, so not just being with Coles and Woolies but how we can get into quick-service restaurants, food service, hospitality, and education.

“Our core focus to get into other channels will be critical to our growth.” 

To broaden their domestic market share, Mr Rowlinson said Fenn Foods have recently begun developing a range of frozen and chilled ready vegan meals to release throughout the year. 

Additionally, the company plans to introduce a line of marinated plant-based meats and meal kits along with sauces and condiments to complement their existing products. 

To increase supply and distribution capacity, the business aims to partner with more Australian food growers and  contract packing clients.

They are also looking at ways to sell their products into Australian universities, schools, and TAFE campuses as well as a wider variety of hospitality venues.  

Fenn Foods co-founders Alejandro Cancino and Paola Moro. Picture: Supplied

Fenn Foods distributes its plant-based meats to various grocers including in all all ​Coles and Woolworths supermarkets which together operate about 1800 stores nationwide. 

With Australia’s plant-based food industry expected to be worth $3b by 2030, Mr Rowlinson said increasing their market presence now will be vital to the company’s future growth.

“The challenge is when you grow you slow down, so it’s about how to grow the business but remaining agile which is going to be crucial for our future,” Mr Rowlinson said. 

“The other aspect as we grow is how we keep the team network and bringing the best out of individuals and instil inspiration to keep the energy going. We need to be ensuring we’re focusing on where the biggest opportunities will be.”

Originally published as Fenn Foods to beef up plant-based product line under new ex Coca Cola executive Tony Rowlinson