NotCo, the Chilean-based food tech company that has revolutionized the plant-based food industry with its patented AI technology named Giuseppe, has announced the hiring of Fernando Machado as its Chief Marketing Officer. Machado, a well-respected marketer, and industry veteran, known for pushing creative boundaries to drive business growth, brings his decades of experience to NotCo, which has been valued at $1.5 billion.
Machado, who spent two years as CMO of Activision Blizzard, and seven years at Restaurant Brands International (RBI), where he oversaw the marketing for Burger King and Popeyes, is excited to apply his creativity to the NotCo team. NotCo’s success comes from its proprietary technology, which holds 12 patents in the US for its ability to recreate the same experience of animal-based foods, using only plant-based ingredients.
The company’s portfolio, which includes NotMilk, NotBurger, and NotChicken, can be found in over 10,000 stores in the US, disrupting multiple categories across 10 countries simultaneously. NotCo has also formed international partnerships with Burger King, Shake Shack, Starbucks, and Dunkin Donuts, and attracted celebrity investors like Roger Federer, Lewis Hamilton, and Questlove.
Machado’s hire comes on the heels of a successful round of funding to fuel NotCo’s new B2B Unit, which was created as a way to enable other CPG brands, ingredient suppliers, and technology providers to leverage Giuseppe for their own innovation purposes and exponentially accelerate the transformation of the plant-based industry. With Machado’s ingenuity and passion for the mission, NotCo is poised to continue its upward trajectory and further propel its growth through cutting-edge and creative marketing.