BOULDER, COLO. — Scott Tassani has been named president of Meati Foods, a Boulder, Colo.-based maker of fungi-based whole-cut meat alternatives.

A 30-year veteran of the food and beverage industry, Mr. Tassani will lead Meati as it prepares to launch in early 2022 with a new source of nutrient dense protein made from mycelium, the root structure of mushrooms. He joins the startup from The Pillsbury Co. and General Mills, Inc., where he most recently was president and chief customer officer for the brand’s $11 billion North America business. Before that he was vice president of US grocery sales and vice president of sales strategy at General Mills.

“Our goal is to rapidly scale to drive accessibility across the United States, with plans to achieve a category-leading $1 billion in sales by 2025,” Mr. Tassani said. “I am incredibly energized to join the Meati team as we launch the outstanding portfolio of animal-free meat products. Meati products are far superior to any alternative proteins available, making it possible to deliver a superior consumer experience while driving significant sustainability impact, and partner with our customers to profitably lead industry growth.”

Scott Tassani, new president of Meati Foods

Meati initially plans to offer its products online direct-to-consumer before expanding availability to food retailers. To achieve its goal of widespread accessibility, Mr. Tassani and his team will focus on expanding the availability and affordability of Meati’s initial products, according to the company.

“Scott brings an unparalleled track record of not only driving profitable growth but doing so by establishing premier commercial partnerships in a way that wins for the brand, the partner and consumers,” said Tyler Huggins, co-founder and chief executive officer of Meati. “When creating a new and exciting category, the strategic partnerships that deliver on all fronts is critical, and I couldn’t be more excited to welcome Scott to the team and partner with him to bring lasting change to the broader protein category. I’m already blown away by the trust and relationships he brings, which will enable a new level of speed for Meati to be more widely available.”

Mr. Tassani joins an existing team of executives, investors and advisers, including Walter Robb, former CEO of Whole Foods Market, John Foraker, co-founder and CEO of Once Upon a Farm, and Rose Marcario, former CEO of Patagonia.