As the Category Innovation Director at Food System Innovations, Time Dale is on a mission to transform the future of protein. By focusing on accelerating the growth of plant-rich meat products, Tim leverages his expertise in stakeholder-oriented planning to drive meaningful change in the industry.

Tim’s career has been shaped by curiosity and purpose. Driven by a commitment to create a healthier, more sustainable, and equitable food system, he navigates the intersection of design and data to foster adoption of innovative, important solutions.

Before joining FSI, Tim gained extensive experience in the plant-based meat sector, deepening his understanding of consumer motivations and amplifying standout brands. Most recently, he led the marketing team at Prime Roots, a trailblazing plant-based deli meat startup based in the Bay Area. Prior to Prime Roots, Tim worked with Impossible Foods, where he spearheaded paid media strategies and developed marketing insights and analytics studies to enhance execution.

Tim studied Advertising and Graphic Design at Loyola University Chicago and earned his MBA from the University of California, Berkeley. Ever the Midwesterner, Tim appreciates the important role that meat plays in our meals and culture. At FSI, he is excited to drive change that everyone will crave.