Ex-Alpro CEO Joins Board of Italian Plant-Based Dairy Startup Dreamfarm

Why It Matters

Garfitt’s board appointment adds heavyweight expertise that can accelerate Dreamfarm’s pan‑European rollout, sharpening competition in a fast‑growing plant‑based dairy market. The move signals increasing consolidation and professionalization as the sector pivots from niche alternatives to premium, health‑focused products.

Key Takeaways

• Sue Garfitt, ex-Alpro CEO, joins Dreamfarm board as independent director.
• Dreamfarm revenue hit €2 million (~$2.2 million), doubling 2024 sales.
• Company now sells plant‑based dairy in Italy, Benelux, France, Germany.
• Backed by Italian food veterans Mutti and Cagnin, targeting European expansion.

Pulse Analysis

The European plant‑based dairy sector is entering a maturity phase, with consumers demanding not just alternatives but products that match or exceed traditional dairy in taste, texture, and nutritional profile. Premiumization is driving higher price points, while sustainability concerns keep the category on investors' radars. In this context, seasoned leaders who understand both brand building and supply‑chain intricacies are becoming strategic assets for fast‑growing firms.

Dreamfarm has leveraged this shift by focusing on fresh, high‑quality alternatives that emphasize simple ingredient lists and authentic flavor. After launching in 2021, the startup doubled its revenue to roughly €2 million ($2.2 million) in 2025, expanding distribution from Italy into the Benelux region, France and Germany. Backed by food industry veterans Francesco Mutti and Giampaolo Cagnin, the company positions itself as a quality‑first brand rather than a mere substitution, aiming to capture discerning consumers seeking health benefits and superior taste.

The addition of Sue Garfitt, who steered Alpro through its Danone acquisition and built it into a European icon, provides Dreamfarm with deep category expertise and a network of retail and investment contacts. Her presence on the board is likely to accelerate market entry strategies, refine product innovation pipelines, and attract further capital. As the plant‑based dairy market tightens, Dreamfarm’s enhanced governance could set a benchmark for emerging brands seeking to transition from niche players to continent‑wide leaders.