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March 4, 2020

JBS-owned plant-based start-up Planterra set for nationwide US debut

Planterra Foods, the plant-based protein start-up owned by Brazilian meat giant JBS, is planning a roll-out of its Ozo brand next month.

Planterra Foods, the plant-based protein start-up owned by Brazilian meat giant JBS, is planning a US-wide roll-out of its Ozo brand next month.

Colorado-based Planterra said Ozo, comprising a range of burgers and meatballs made from a blend of pea and rice protein fermented by shiitake mushrooms, would be rolling out in grocery stores nationwide from April. 

The company’s prime target market for the brand is the “flexitarian” consumer. Planterra Foods CEO Darcey Macken suggested Ozo’s flavour and quality “will change the current plant-based food landscape, making them a staple in consumers’ homes as a new go-to source of protein, regardless of whether meat is consumed as a regular part of one’s diet or not”. 

Macken continued: “It’s all about people who want to eat something that’s flavourful and also good for you and the planet. Our goal is to grow flexitarian consumption through offering a positive protein solution for everyone.” 

Planterra Foods had planned to kick off the Ozo launch at the Natural Foods Expo West, due to take place this week in Anaheim, California, but pulled out of exhibiting at the trade show citing concerns over coronavirus. The show itself has now been cancelled.

JBS made its first move into the plant-based sector last June when it unveiled a plant-based burger, made from soy, beets, wheat, garlic and onion, under one of its flagship Brazilian brands, Seara. 

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