JBS Buys European Plant-based Food Producer Vivera

The purchase of Vivera, Europe’s third-largest plant-based protein producer, boosts JBS’s global position in the exploding plant protein market.

JBS buys European plant-based food producer Vivera
JBS buys European plant-based food producer Vivera

JBS, the world’s largest protein company and second-largest food producer, has entered into an agreement to purchase Vivera, Europe’s third-largest plant-based food produced, for an enterprise value of approximately $410 million. Vivera develops and produces a broad range of innovative plant-based meat replacement products for major retailers in over 25 countries across Europe, with relevant market share in The Netherlands, the United Kingdom, and Germany. The deal includes three manufacturing units and a research and development center located in The Netherlands.

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

Vivera, currently the largest independent plant-based company in Europe, will join other JBS initiatives such as Seara, 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 global plant-based protein platform,” says Gilberto Tomazoni, global CEO of JBS. “Vivera will give JBS a stronghold in the plant-based 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,” says Willem van Weede, CEO, Vivera.

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


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Worldwide, JBS offers an extensive portfolio of brands: 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. The company is also investing in correlated businesses, such as leather, biodiesel, collagen, personal hygiene and cleaning, natural wrapping, solid waste management solutions, recycling, metallic packaging, and transport. 

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