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Thursday, April 18, 2024

World’s Largest Meat Company JBS Acquires Plant Protein Firm Vivera for €341 million

Brazil-based JBS, the largest meat processing company in the world, has announced acquisition of Vivera, Europe’s third-largest plant-based food producer, for €341 million. The deal will strengthen and boost JBS’ global plant-based products portfolio at a time when significant growth is expected in this category across the world. The deal includes Vivera’s three manufacturing units and a research and development centre located in The Netherlands.

Vivera offers a broad range of innovative plant-based meat replacement products for major retailers in over 25 countries across Europe, with relevant market share in The Netherlands, the United Kingdom, and Germany. It is currently the largest independent plant-based company in Europe. Post-acquisition, Vivera will join other JBS initiatives such as Seara’s Incrível range, a market leader in plant-based hamburgers, and Planterra, with the OZO brand in the United States.


“This acquisition is an important step to strengthen our global plant-based protein platform”, said Gilberto Tomazoni, Global CEO of JBS, in a press statement. “Vivera will give JBS a stronghold in the plant-based sector, with technological knowledge and capacity for innovation”.

According to the company, JBS plans to manage Vivera as a standalone business unit with its current leadership team to remain in place. “Joining forces with JBS gives us access to significant resources and capabilities to accelerate our current strong growth trajectory and Vivera brand expansion”, said Willem van Weede, CEO, Vivera.

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