Why Bubs Australia Chose Joe Coote to Lead Its Global Expansion
Bubs Australia has appointed Joe Coote as its new CEO, bringing extensive international FMCG and dairy leadership to spearhead its global growth ambitions in infant nutrition.
- Joe Coote appointed CEO effective immediately
- Over 20 years’ leadership in FMCG, dairy, and infant nutrition
- Previous CEO of Darigold and senior roles at Fonterra
- Remuneration includes $750,000 fixed salary plus performance incentives
- Focus on expanding premium infant nutrition products in USA, China, and Asia
Leadership Change at Bubs Australia
Bubs Australia Limited (ASX – BUB) has announced the appointment of Joe Coote as its new Chief Executive Officer, effective immediately. Coote succeeds Reg Weine, who led the company through a period of international expansion and profitability over the past two years. The board expressed gratitude for Weine’s leadership while signaling a new phase of growth under Coote’s stewardship.
A Proven Leader with Global FMCG and Dairy Expertise
Joe Coote brings over two decades of executive experience in fast-moving consumer goods (FMCG), dairy, and infant nutrition sectors. His recent role as CEO of Darigold, a major US dairy cooperative with over US$2 billion in global sales, underscores his capability to manage large-scale operations. Prior to that, Coote held senior leadership positions at Fonterra, including President of Fonterra Americas, overseeing significant regional sales and commercial operations across multiple continents.
Strategic Focus on International Growth
The appointment aligns closely with Bubs’ strategic priorities to expand its premium clean-label goat and grass-fed dairy infant nutrition products in key export markets such as the USA, China, and broader Asia. The board highlighted Coote’s financial acumen, operational expertise, and extensive global networks as critical assets to navigate the complexities of international market access and scale the brand’s footprint.
Incentives and Leadership Terms
Coote’s remuneration package includes a fixed annual salary of AUD 750,000, supplemented by short- and long-term incentives tied to performance rights. These incentives are structured to reward achievement against total shareholder return benchmarks relative to the ASX Small Industrials Index over a three-year period, reflecting the board’s commitment to aligning executive rewards with shareholder value creation.
Looking Ahead
Coote’s return to Australia after 15 years abroad signals a renewed focus on leveraging global experience to elevate Bubs as a world-class infant nutrition brand. With anticipated permanent access to the US market expected later in 2025, his leadership will be pivotal in capitalising on emerging opportunities and driving sustainable growth for shareholders and consumers alike.
Bottom Line?
Joe Coote’s appointment marks a strategic inflection point for Bubs as it aims to solidify its global presence in premium infant nutrition.
Questions in the middle?
- What specific growth targets will Coote set for Bubs in the US and Asian markets?
- How will the company navigate competitive pressures in the premium infant nutrition sector?
- What operational changes or investments might accompany this leadership transition?