August 27, 2020

Marfig launches beef brand sourced from sustainable cattle farms

Brazilian food processor Marfig, owner of United States-based National Beef, has launched a new carbon-neutral beef brand Viva that sources meat from sustainable farms, Reuters reported.

Paulo Pianez, Marfrig's director of sustainability and communications in South America said Viva branded meat will only be sold in Brazil for now.

The new brand was created together with Embrapa, Brazil's state-run agricultural research agency. The brand sells beef made from cattle farms where methane emissions are neutralised through the growing of growing forests or agricultural crops.

In a statement regarding the launch of Viva, Marfig said it can slaughter 31,800 head of cattle daily at its South and North American facilities.

Pianez said the Viva brand will initially comprise of beef from Santa Vergínia Agro farm in Mato Grosso do Sul state, with 300 to 400 livestock slaughtered monthly. This will expand to other farms that meet the carbon-neutral meat certification criteria.

Marfig has invested BRL 10 million (~US$1.78 million; BRL 1 = US$0.18) into Viva, which includes farm certification, research and branding.

-      Reuters