The $410 million deal boosts the world’s biggest protein company’s position in the plant-based sector.

John S. Forrester, former Managing Editor

April 19, 2021

1 Min Read
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Image courtesy of JBS SA

Brazil-based global protein products firm JBS SA is poised to expand its position in the plant-based foods segment after it entered into an agreement to purchase Dutch meat alternative manufacturer Vivera.

The world’s biggest protein firm said Monday that the transaction is valued at €341 million, or about $410 million. Vivera’s plant-based meat replacement products are produced for major retailers in more than 25 European nations, including the UK, the Netherlands, and Germany.

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

Once the deal is completed, Vivera will be operated as a standalone business unit by its current leadership team.  

“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’s CEO, Willem van Weede, in a statement.

The deal will close after it is approved by antitrust regulators.

JBS’ current plant based offerings include Seara’s Incrivel line of plant-based hamburgers in Brazil and Planterra’s OZO brand in the US.

A recent forecast by Markets and Markets predicts the global market for plant-based protein will increase in value from $10.3 billion in 2020 to $15.6 billion in 2026. The market is expected to grow at CAGR of 7.2% during the period.

About the Author(s)

John S. Forrester

former Managing Editor, Powder & Bulk Solids

John S. Forrester is the former managing editor of Powder & Bulk Solids.

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