Rick Bui

Sustainable-oriented Innovation Strategist | FoodTech Entrepreneur | Natural Ingredient
Pioneer | APAC Market Expansion Specialist

Sustainable-oriented Innovation Strategist | FoodTech Entrepreneur | Natural Ingredient
Pioneer | APAC Market Expansion Specialist

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 food tech startup ventures, he combines practical expertise with bold creativity to redefine plant-based food.

Beyond his own ventures, Rick has been a strategic ally for European companies expanding into the APAC region. His deep market insights, cross-cultural expertise, and strong regional network—particularly in Vietnam, Singapore and Southeast Asia—make him an invaluable partner for businesses navigating emerging markets and outsourcing production.

How I can help your business

• FoodTech Innovation & Commercial Execution
  Helping companies transform ideas into market-ready food innovations. Specializing in go-to-market strategies, product execution, and commercial scale-up—ensuring sustainable growth in a competitive industry.
• Startup Leadership, Growth & Strategic Expansion
  Advising early-stage FoodTech companies on scaling operations, securing funding, and optimizing manufacturing. Connecting businesses with key partners and investors to accelerate global expansion.
• FoodTech Startup Leadership & Growth
  Leads early-stage companies from concept to commercialization, navigating funding, manufacturing, and scaling challenges.
• Cross-Border Expansion & APAC Market Entry
  Leveraging deep networks across Europe and Asia to support market entry, outsourcing, and supply chain optimization. Providing cultural and industry-specific insights for seamless international expansion.
• Cultural & Cross-Functional Collaboration
  Brings a global mindset, fluent in Vietnamese and English, with proven experience operating across Europe and Asia.

Why Work with Rick?
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 to help you succeed.
With a strong foundation in commercial scale-up and deep-rooted local knowledge, Rick is your strategic partner for sustainable growth creating solutions that benefit both your business and the planet.

Location
🇳🇱 Based in the Netherlands, and open for APEX projects

Positions held

• Founder & CEO – MUCHgroup B.V. (Netherlands)
• Director – MUCHtrust Foundation
• Business Consultant & General Manager Oversaw operations for 50+ F&B locations in the Netherlands (e.g., Vermaat, Albron, Hutten Catering, COA)
• Owner – Unicorn Station NL (Netherlands)
• Co-Owner – The Vegan Garden VN (Vietnam)