DIRTEA appoint former Huel COO Grant Coetzee as CEO

DIRTEA, the market-leading functional mushroom brand, is proud to announce Grant Coetzee as its new CEO.

DIRTEA, the leading functional mushroom brand online and the UK’s no.1 Mushroom Extract Powder, Coffee, Matcha, and Super Blend products, welcomes Grant Coetzee to its team as its new CEO, supporting the strategic growth and global development of the business.

A seasoned leader with extensive expertise in building global brands, consumer businesses, and high-performing teams, Grant joins DIRTEA after five years as COO at Huel, where he was instrumental in helping scale the business x16 fold, from £9m to £144m.

With a proven track record of driving organisational growth and international expansion in the consumer goods space, Coetzee’s appointment marks a significant moment for DIRTEA. As CEO Coetzee will collaborate with DIRTEA founders Simon and Andrew Salter, concentrating on scaling the business, catalysing global growth, fostering innovation, and enhancing DIRTEA’s market-leading presence, to steer the brand towards even greater heights. Commenting on his appointment, Coetzee states, “I am delighted to join DIRTEA, a mission-led rocket ship, aimed at enhancing the world’s global wellbeing through the power of mushrooms. I have a passion for overall health and fitness, aiming to improve life quality for people. DIRTEA is a fantastic gateway for people to do that, using the functional properties of mushrooms to transform lives. Andrew, Simon, and the DIRTEA gang have done an incredible job in building a really cool science-backed lifestyle brand. I see huge potential in our mission to globally address the true potentials and health benefits of our DIRTEA mushrooms.”

“Grant is an exceptional leader and a veteran executive in driving growth, and we’re excited to welcome him to DIRTEA during a period of remarkable expansion for our business,” says Andrew Salter, DIRTEA Co-Founder and Chief Marketing Officer. “As the demand for functional mushrooms continues to grow globally, Grant’s proven track record positions him perfectly to propel the DIRTEA brand whilst enhancing our connections with our loyal community.”

Successful in creating one of the world’s fastest-growing wellness brands and communities, as well as showcasing the power of functional mushrooms on a large scale, DIRTEA is renowned for its best-selling, high-quality product range. Including dual-extract mushroom powders and super blends which are derived solely from the fruiting bodies of scientifically researched functional mushrooms, the DIRTEA range offers a wide variety of health and wellness benefits including improved focus, calm, immunity, and energy.