Rich is CEO of the UK's leading cultivated meat company, Ivy Farm Technologies, an innovative food tech scale-up on a mission to create the best quality, real meat. Rich is a commercial leader with a history in building successful brands. First at Procter & Gamble, both in the UK and the US, later at Red Bull, and more recently in the international expansion of craft brands owned by Heineken. He holds an MBA from Sam Walton Business School in the USA and a BA in Business from the University of Sheffield.