Managing Director of ProVeg Asia
Shirley serves as Managing Director – Asia of ProVeg International, the largest European non-profit organization for food awareness and plant-based and cultured food innovation. She launched the first ever plant-based innovation campaign with major universities and leading food companies in China and is rolling out the campaign in Southeast Asia. To accelerate plant-based innovation, Shirley has spoken at and launched food forums that bring together officials, academics, senior executives as well as startup entrepreneurs to provide insights and shed light on opportunities and challenges. She is also a Coordinating Lead Author for an upcoming UNEP General Environment Outlook Brief on The Changing Role of Business in Transforming the Food System.
Shirley has extensive background in both retail foods and foodservice in Asia. She started her career with P&G Taiwan, and has since worked for Mars Southeast Asia, Taiwan and Korea, Unilever China, and Rich’s Foods APAC. Before joining ProVeg, Shirley led regional marketing at Tate & Lyle APAC in specialty food ingredients based in Singapore. Her expertise includes go-to-market strategy, innovation, brand & product portfolio management, insights, brand communication, and customer acquisition. Shirley’s footprint goes beyond Asia. She has frequented major international food shows to scout for new ideas and innovations driving the green food economy. She holds a BA degree from National Taiwan University in Taipei and an MBA from Columbia University in New York.