April 26, 2021

JBS acquires major meat alternatives producer in Europe

JBS has agreed to purchase Vivera, Europe's third-largest plant-based protein producer, in a deal worth the equivalent of US$414 million.

The purchase includes three manufacturing units and a research and development centre in the Netherlands.

Vivera develops and produces a broad range of plant-based meat alternatives for major retailers in 25 countries across Europe, with key market share in the Netherlands, the United Kingdom and Germany.

The acquisition of Vivera strengthens and boosts JBS' global plant-based products platform, investors were told recently. The Vivera range will join other JBS initiatives such as Seara's Incrível plant-based hamburger range.

"Vivera will give JBS a stronghold in the plant-based sector, with technological knowledge and capacity for innovation," said JBS Global chief executive Gilberto Tomazoni.

JBS plans to manage Vivera as a standalone business unit to nurture its entrepreneurial spirit with its current leadership team to remain in place, JBS said.

"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 has been a pioneer in the development of vegetarian and plant-based meal components in Europe since 1990. It has since grown into one of the three largest plant-based meat producers in Europe, with an extensive and growing range of more than 50 products, available in more than 27,000 supermarkets in 25 European countries.

- Beef Central