Poultry & Meat

JBS Boosts Plant-based Faux Meat Profile with Acquisition of Vivera

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São Paulo, Brazil-headquartered JBS SA, the world’s largest meat supplier and second biggest food producer, has entered into an agreement to buy Vivera BV, Europe’s third largest plant-based food producer, for €341 million (approximately US $408 million).

Holten, Netherlands-based Vivera develops and produces a broad range of more than 50 meat replacement products for major retailers operating over 27,000 supermarkets and other food stores in over 25 countries across Europe. The purchase includes three manufacturing plants and a research and development center located Holland.

The acquisition of Vivera strengthens and boosts JBS’ international plant-based products platform, as strong growth is expected in this category throughout global markets. The deal will add a brand to the company’s portfolio that is well-established in consumer preference, strengthening its focus on value-added products.

Vivera, currently the largest independent plant-based company in Europe, will join other JBS faux meat enterprises 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 international plant-based protein profile,” said JBS Global CEO Gilberto Tomazoni. “Vivera will give us a stronghold in the .sector, with technological knowledge and capacity for innovation”

To nurture its entrepreneurial spirit 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 Vivera CEO Willem van Weede.

Vivera CEO Willem van Weede

The deal was approved by the JBS board of directors and will be concluded after approval by the antitrust authorities.

With a global platform diversified by geography and type of products (poultry, pork, beef and lamb), JBS has over 245,000 employees in production units and offices around the world, including major markets such as Brazil, the USA, UK, Canada, m, Australia and China. In Brazil, there are over 145,000 employees, making the company one of the country’s largest private employers.

Worldwide, the company’s extensive portfolio of brands includes Swift, Pilgrim’s Pride, Seara, Moy Park, Friboi, Primo, and Just Bare, among many others, which find their way every day onto the tables of consumers in 190 countries.