Christopher Link, a seasoned beverage industry professional, has recently joined Oatly, a leading oat milk company, in a newly established role as chief customer officer. Link assumed this position last month, bringing with him a wealth of experience in the food and beverage sector.
Before joining Oatly, Link held various roles, including serving as a board member at East Coast Kombucha Company and as an advising partner at Ford’s Garage. Prior to his current role, he was the executive vice president and head of retail sales and operations at BlueTriton Brands. Link also spent more than two decades at Nestle Waters, where he held several key positions, such as executive vice president of customer development & sales operations and vice president of retail sales.
Link expressed his enthusiasm for his new role at Oatly, stating, “I was privileged to have a career in the food and beverage industry that made a significant impact on consumers’ health for over 25 years, now I am thrilled to be able to make a similar impact with the highest quality plant-based milk.”
As the newly appointed chief customer officer for Oatly’s U.S. team, Link will be responsible for overseeing and collaborating with U.S. retail customers, as well as driving growth in the plant-based dairy alternatives category.
Link emphasized the importance of building strong internal relationships within Oatly to deliver on the company’s mission. He also highlighted the need for strategic alignment with retail customers to drive value in the plant-based dairy alternatives market.
Meeting the moment
Over the past year, Oatly has taken steps to reduce costs, including slashing SKUs in Asia by 70% and halting factory expansion plans in various markets. These measures have contributed to a positive financial performance for the company, with growth in the Americas segment and a significant market share in the chilled oat milk category.
Link emphasized the need for Oatly to align with consumer preferences, especially as the shift towards plant-based milk continues among younger generations. He highlighted Oatly’s position as a leader in oat-based, non-dairy alternatives and the company’s potential for further innovation and growth.
As dairy consumption declines in the U.S., Oatly aims to leverage its core products and explore new opportunities in the plant-based dairy market. Link stressed the importance of driving value through consumer-centric strategies and innovative product offerings.
The challenges faced by Oatly, such as supply chain disruptions and price increases, have prompted the company to focus on ensuring product availability and expanding retail partnerships to meet growing demand.