Founder & CEO of MUCHgroup B.V. and creator of MUCHroom — pioneering 100% natural, mushroom-based meat alternatives. Mission-driven FoodTech entrepreneur at the forefront of sustainable food innovation, with strategic ally relationships across European companies expanding into APAC. Deep regional networks in Vietnam, Singapore and Southeast Asia.
Rick Bui is a mission-driven FoodTech entrepreneur at the forefront of sustainable food innovation. As the CEO of MUCHgroup B.V. and the creator of MUCHroom, he pioneers 100% natural, mushroom-based meat alternatives — free from chemicals, rich in taste and designed for scalability. Under his leadership, MUCHgroup has successfully transitioned from an early-stage venture to a scalable business model, securing strategic funding and industry partnerships along the way.
With nearly a decade of experience spanning entrepreneurship, operations, culinary innovation and sustainable consumption, Rick seamlessly bridges science, sustainability and commercial success. From co-founding vegan restaurants to scaling FoodTech startup ventures, he combines practical expertise with bold creativity to redefine plant-based food.
Beyond his own ventures, Rick is an invaluable partner for businesses navigating emerging markets and outsourcing production. With a strong foundation in commercial scale-up and deep-rooted local knowledge, he is a strategic partner for sustainable growth — creating solutions that benefit both your business and the planet.
Most senior consultants advise from the sideline. Rick is currently building and scaling his own FoodTech company — MUCHgroup B.V., creator of MUCHroom — transitioning it from early-stage venture to scalable business with strategic funding and industry partnerships secured. The advice you get is from someone with skin in the game today.
Rick's career has been built primarily as a founder — from co-founded vegan restaurants in the Netherlands and Vietnam through to his current FoodTech venture and the impact-focused MUCHtrust Foundation.
As Business Consultant and General Manager, Rick has overseen operations for more than 50 F&B locations across the Netherlands — including the country's most established catering operators.
Beyond his own ventures, Rick brings deep market insights, cross-cultural expertise and strong regional networks to European businesses navigating emerging markets and outsourcing production. Bilingual in Vietnamese and English — with proven cross-border operating experience.
Co-Owner of The Vegan Garden VN with established networks in food, retail and impact-aligned business. Bilingual operating capability and direct cultural fluency.
Strategic regional gateway into Southeast Asia — with networks supporting European companies entering APAC markets and structuring outsourced production.
Cross-border operating networks for market entry, outsourcing relationships, supply chain optimisation and culturally-fluent stakeholder engagement.
Rick's offering covers FoodTech innovation, startup leadership, APAC market expansion, sustainable consumption strategy and cross-cultural operating capability — built on the foundation of running his own scaling food business right now.
Helps companies transform ideas into market-ready food innovations — specialising in go-to-market strategies, product execution and commercial scale-up to ensure sustainable growth in a competitive industry.
Advises early-stage FoodTech companies — from concept through to commercialisation. Navigates funding, manufacturing and scaling challenges, connecting businesses with key partners and investors to accelerate global expansion.
Leverages deep networks across Europe and Asia to support market entry, outsourcing and supply chain optimisation — with cultural and industry-specific insights for seamless international expansion.
Brings practical expertise and bold creativity to redefining plant-based food — from culinary innovation through clean-label product development to brand building in sustainable consumption categories.
Brings a global mindset — fluent in Vietnamese and English, with proven experience operating across Europe and Asia. Navigates the cultural, operational and stakeholder differences that shape cross-border outcomes.
Whether you're a food manufacturer, retailer, investor or startup looking to lead in the next wave of sustainable food innovation — or a European business exploring APAC expansion or production outsourcing — Rick brings an innovation-driven mindset, entrepreneurial execution and regional expertise.
Currently building and scaling his own FoodTech business with strategic funding secured. Skin in the game today — not theoretical insight from a previous chapter.
Bilingual in Vietnamese and English with strong regional networks across Vietnam, Singapore and Southeast Asia. Cultural fluency you cannot fake or buy from a research deck.
Bridges science, sustainability and commercial success — building plant-based, clean-label, scalable solutions that benefit both business and planet without compromising either.
A senior FoodTech, sustainable consumption and APAC market expansion consultant with founder-level operating credibility and deep regional networks — available for European and APAC engagements.
Rick's career spans five senior positions — founding and currently leading MUCHgroup B.V. and the MUCHtrust Foundation, plus extensive F&B advisory and ownership roles in both the Netherlands and Vietnam.
Contact Rick Bui for expert leadership in plant-based innovation, clean-label product development and APAC market expansion. With deep experience in scaling FoodTech ventures, building sustainable brands and driving cross-border growth, Rick helps organisations create impact, unlock new markets and deliver natural solutions the world is hungry for.
Download CV → LinkedIn profileIf you are scaling a FoodTech venture, building a plant-based or clean-label brand, exploring APAC market entry or outsourced production, or repositioning around sustainable consumption — tell us in 25 minutes what you need. Rick or one of our 40+ senior consultants will tell you honestly whether we can help.