Meat group JBS is bringing its European plant-based brands together under a new umbrella: The Vegetarian Butcher Collective. By combining The Vegetarian Butcher and Vivera, the company aims to build more clout in the meat replacement category.
New leader in plant-based nutrition
The American meat giant acquired Vivera for 341 million euros in 2021 and earlier this year acquired The Vegetarian Butcher from Unilever, which is divesting non-strategic food brands. The new owner is bringing both plant-based brands together in The Vegetarian Butcher Collective. According to CEO Rutger Rozendaal, the labels together form a “new leader in European plant-based nutrition.”
