Masan Nutri-Science Corporation (MNS), a member of the Masan Group Corp, has named Matthys van der Lely as managing director of its meat business beginning May 7.

A seasoned executive with 30 years of experience across retail formats, van der Lely has developing branded meat businesses in South East Asia.

In his most recent role as senior vice president of Mergers and Acquisitions, Business Development and Retail, he was responsible for building out Bounty Fresh’s retailing business from the ground up and instrumental scaling up of its branded fresh meat business.

He successfully grew the business into the Philippines’ second-largest branded meat player while delivering strong profits.

Pham Trung Lam, chief executive officer of MNS, said: “The appointment of van der Lely will enable us to scale up our meat business faster as he has a track record in other South East Asian markets and has a strong entrepreneurial spirit.”

Van der Lely said that chilled meat would be the new standard in Viet Nam’s meat market as it is more delicious and hygienic.

“With Masan’s 3F (Feed-Farm-Food) meat platform, I am confident we will deliver Vietnamese consumers the best chilled meat products at affordable price points”, he said.

Masan Nutri-Science focuses on driving productivity in Viet Nam’s animal protein industry, with a total investment of US$9 billion.

Last year MNS sold over two million tonnes of animal feed through its national network of over 4,500 dealers and 13 feed facilities.

It also opened a large-scale pig farm in Nghe An Province last year and plans to launch a meat processing complex providing fresh and chilled meat in Ha Nam Province at the end of the year. — VNS