Bio-based barrier packaging developerTerraSafe Holdings has named Julie Crowe Willoughby as its CEO.

Willoughby joined TerraSafe in 2024 as chief technology officer.

In the new role, she will oversee scaling of the company’s plastic-free packaging materials into international commercial markets.

She will lead efforts to translate its technology into products that offer protection without relying on conventional plastics.

A chemical and biomolecular engineer and polymer scientist, Willoughby brings more than 30 years’ experience across chemicals, coatings, pulp and paper, packaging, textiles, life sciences and fashion.

Her background includes roles in both industry and academia.

She was previously chief scientific and commercialisation officer at Circ, where she worked on taking a textile-to-textile recycling technology from the laboratory stage to semi-commercial production.

Her earlier positions included leading materials and manufacturing innovation at Nike, faculty appointment at North Carolina State University’s Wilson College of Textiles, and senior research and development (R&D) roles at Dow Corning (now Dow Silicones) and MeadWestvaco (now Smurfit‑WestRock).

TerraSafe highlights her expertise in surface chemistry, polymer physics, renewable feedstocks and advanced coatings.

Since its founding in 2023 by Big Idea Ventures’ Generation Food Rural Partners Fund (GFRP), TerraSafe has developed an R&D and manufacturing facility in Youngsville, North Carolina and built a patent portfolio of more than 10 families covering high-performance bio-based materials.

The company has launched two commercial products based on its polysaccharide film technology, and has raised $13.3m to date, including a $2m Series A lead investment from GFRP.

TerraSafe positions its technology as an alternative for brands and regulators seeking plastic-free packaging options, combining coatings, films, containers and surface treatments intended to provide barrier performance using what the company describes as “green and clean chemistry”.

TerraSafe Board chair and chief investment officer at the Generation Food Rural Partners Fund Thomas Mastrobuoni stated: "Julie has a unique combination of deep technical mastery, entrepreneurial vision and creative leadership that this industry needs.

"Her appointment marks an inflection point in TerraSafe's trajectory — and a decisive step toward making plastic pollution obsolete."