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Jbs will acquire the vegetable meat producer Vivera

An operation worth 341 million euros

Brazilian meat producer JBS will acquire the plant-based meat company Vivera for approximately € 341 million. This operation, which is still pending regulatory approval, will allow JBS to have its own plant-based production in Europe and expand its presence in the vegetarian and vegan food sector. Vivera, which has been producing vegetable substitutes for burgers, sausages and ground beef since 1990, sells its products in 25 European countries and has around 400 employees. The company, with three operating facilities and a research center in the Netherlands, boasts an annual turnover of approximately 85 million euros.

"This acquisition has great strategic value as Vivera is Europe's third largest plant-based food producer", said Jbs CEO Gilberto Tomazoni . The agreements provide for the Dutch company to remain independent at a technical and management level within JBS, which has 245,000 workers worldwide. The company decided to buy Vivera because it expects strong global growth in the meat substitute market, which has already doubled in the past three years.

Jbs, which also holds 57% of the plant-based burger market in Brazil, will now have the chance to become a giant in Europe as well. Earlier this year, Tomazoni said he even considered creating a new global company focused exclusively on plant-based products and that this acquisition "will strengthen the company's position in the meat alternatives sector, helping us to become a major player in the global market".

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EFA News - European Food Agency