Brazilian meat company JBS has launched a new plant-based collective in Europe to represent its plant-based brands. The Vegetarian Butcher Collective includes Vivera, which was purchased by JBS in 2021, and The Vegetarian Butcher brand, acquired by Vivera in March 2022. The collective aims to be a leader in European plant-based food, combining the strengths of both brands to create delicious plant-based products.

While JBS recently abandoned its US-based plant-based meat division, it is focusing on the European and Brazilian markets. The company has also announced plans to expand beef exports to China, which raises concerns about deforestation in the Amazon. Despite its plant-based initiatives, JBS still faces criticism for its impact on animal welfare and the environment. With the plant-based market projected to triple in value by 2035, JBS's move towards plant-based products reflects growing consumer demand for meat alternatives in Europe and beyond.