JBS to close US plant-based protein brand Planterra

Planterra, the U.S. plant-based protein subsidiary of meat processer JBS, will shutter operations by the end of 2022.

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(Benjamín Ruiz)
(Benjamín Ruiz)

Planterra, the U.S. plant-based protein subsidiary of meat processer JBS, will shutter operations by the end of 2022.

JBS USA has made the decision to discontinue operations in its U.S.-based Planterra business unit. We continue to believe in the potential of plant-based options for consumers and remain committed to the alternative protein market. JBS will focus its efforts on its plant-based operations in Brazil and Europe, which continue to gain market share and expand their respective customer bases,” Nikki Richardson, Corporate Communications for JBS USA and Pilgrims, told WATTPoultry.com.

Interest in the plant-based protein market is showing signs of decline. Planterra-competitor Beyond Meat recently reported a US$97.1 million net loss, a $6.2 million gross profit loss and a 1.6% year-over year drop in net revenues during the past quarter.

More about the Planterra closure

The meat alternative’s closure will impact 121 employees and halt operations at the company’s corporate office and R&D innovation center in Lafayette, Colorado, according to a September 29 document filed with the Colorado Department of Labor and Employment.

“We are actively working with the Planterra workforce to provide employment opportunities at other JBS locations,” Richardson added.

Planterra entered the plant-based protein market in 2020 with the launch of Ozo Foods. The True Bite Chicken Cutlets and Shreds serve as an excellent source of protein, with more fiber and less fat than traditional proteins, according to Planterra’s website. 

According to the WATTPoultry.com Top Companies Database, JBS is the world’s largest protein supplier and the second largest food company. It also ranks first globally as a poultry producer, having slaughtered 4.4 billion broilers during the past year.

In 2021, JBS furthered their investment into the meat alternative market with the purchase of European plant-based protein company Vivera. Vivera offers products in more than 25 countries, with relevant market share in the Netherlands, the United Kingdom and Germany. Included in the acquisition were three production facilities and a research and development center, all located in the Netherlands.

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