JBS to acquire plant-based meat products producer Vivera for $411m

Brazilian meat processor JBS has agreed to buy plant-based meat products producer Vivera for approximately $411m (€341m).

Approved by the JBS board of directors, the deal includes Vivera’s three manufacturing units abd a research and development centre in the Netherlands.

JBS Global CEO Gilberto Tomazoni said: “This acquisition is an important step to strengthen our global plant-based protein platform.

“Vivera will give JBS a stronghold in the plant-based sector, with technological knowledge and capacity for innovation.”

Claimed to be Europe’s third-largest plant-based food producer, Vivera’s wide range of plant-based meat products are distributed to more than 25 countries across the continent.

It has a presence in the Netherlands, the UK, and Germany.

The deal is expected to further bolster JBS’ global plant-based products platform.

Completion of the deal is subject to the approval of the antitrust authorities.

Upon completion, Vivera will join other JBS’ products, including Seara’s, Incrível range, and Planterra.

Vivera will continue to operate as an independent business entity with its existing leadership team to remain in place.

Vivera CEO Willem van Weede said: “Joining forces with JBS gives us access to significant resources and capabilities to accelerate our current strong growth trajectory and Vivera brand expansion.”

It is estimated that the world’s population would reach ten billion by 2050 and the meat from the animal will not be sufficient to meet the world’s protein requirements.

In 2019, JBS forayed into the plant-based meat market and is currently estimated to have 57% of the plant-based burger market in Brazil.

In Europe, JBS supplies faux chicken burgers through its Moy Park subsidiary.