Frozen vegetables supplier Grano Alimentos Brasil gains footing in meat-free sector with acquisition of Mr. Veggy

BRAZIL – Grano Alimentos Brasil has acquired meat-free protein company Mr. Veggy to gain a footing in the rapidly growing alternative meat market.

Grano, which is based in the Rio Grande do Sul region of Brazil,  said the deal “reinforces the company’s positioning of providing more practical, healthy and sustainable food alternatives”.

Venturing into the meat free market is timely as Brazilians, who are known to be ardent lovers of beef and chicken, are starting to explore meat alternatives for both health and sustainability reasons.

According to the report title “Brazil Plant-based Meat Market Overview, 2026”, published by Bonafide research, the plant based meat market in Brazil is expected to grow over 13% during the forecast period ending 2026.

Historically, growth in the meat alternatives sector as most Brazilians were unwilling to let go of their chicken and beef which they are said to consume at least thrice in a week.

The pandemic however made consumers more aware of the alternative options available in the market and the manufacturers were also ready to take on the market share due to the situations raised.

Soy is the most convenient option as a source for making plant based meat products, and is widely used. Wheat is second preferred choice as the main source that has nearly 30% market share.

“We want to associate ourselves with the new healthy eating platforms, expanding the offer of products with focus on quality and price for foodservice and B2C.”

Grano Alimentos CEO Fernando Giansante Tweet

Mr. Veggy has been tapping into this demand with its meat-free burgers, sausage, meatballs, appetisers and Middle Eastern kibbeh, and also products such as falafel.

Founded in 2004 by Mariana Falcão said the business emerged “from the desire to combine practical, natural and healthy alternatives to consumers looking to reduce the consumption of meat-based foods”.

Set up 22 years ago, Grano supplies frozen vegetables to the retail and out-of-home channels from its site in Serafina Corrêa, and also serves private-label clients.

The business, majority-owned by Arlon Latin America, claims to command a 40% share of the Brazilian market, with fresh vegetables sourced from around 250 local farmers.

CEO Fernando Giansante said: “We want to associate ourselves with the new healthy eating platforms, expanding the offer of products with focus on quality and price for foodservice and B2C.”

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