Meat giant JBS ceases production of counterfeit meat in the United States

Brazilian meat giant JBS is pulling out of the US counterfeit meat market. JBS will close its US subsidiary Planterra with locations in Denver and Colorado at the end of this year, barely two years after its launch. The decision follows disappointing plant-based food sales in the United States and Canada.

The company has not provided recent sales figures, but says it prefers to “focus its efforts on its herbal businesses in Brazil and Europe, which continue to gain market share and expand their customer base. We continue to believe in plant-based options and remain committed to the alternative protein market.” 

JBS and Planterra have not indicated in what form it will remain active in the vegetarian market in the United States. Just a few weeks ago, the group announced two new collaborations with two chains, Gregory's Coffee and Veggie Grill.

JBS launched the first Planterra Foods products in the spring of 2020, under the brand name OZO, with the plant-based counterparts of hamburgers, ground meat and meatballs. A year after the launch of Planterra, JBS acquired a vegetable company in Europe, the Dutch Vivera. JBS also makes meat alternatives under its animal protein brand Seara. JBS said this week those companies are safe.

After some excitement, especially at the start of the corona pandemic, interest in vegetarian alternatives to meat has waned in the US. The start-up Beyond Meat, which launched with great fanfare on Wall Street in 2019, lost momentum as a result and sales stagnated in the first half of this year.