Michel Cup started his career in 1993 with Deloitte as Audit Manager. In 1999, he joined Royal Numico and held a number of financial positions, such as Director Corporate Accounting & Control and CFO Asia Pacific, based in Singapore. He left Numico after it had been acquired by Danone end 2007. Prior to joining Provimi, he worked with Akzo Nobel as Financial Director Decorative Paint Continental Europe.

The Provimi Group is active worldwide in all types of animal nutrition and is a leader in all markets where it is present. It employs over 8,000 people and had annual sales of €1.7 billion in 2009. Provimi has about 80 production centres in some 30 countries and exports to over 100. Provimi manufactures products and supplies technical support for various species, including ruminants, poultry, pigs and pets.