“Rethinking Protein: Planterra Foods’ Unique Approach to Plant-Based Meat in a Traditional Industry”
While many in the plant-based meat sector claim their goal is to divert consumers from traditional meat, Planterra Foods CEO Darcey Macken has a different perspective. She quickly clarified that her views do not reflect those of Planterra’s parent company, JBS, the largest meat producer globally. According to Macken, Planterra’s offerings are simply options for consumers, and the company does not dictate dietary choices. “Our overall company ethos is centered on nourishing future generations. That is our mission,” Macken stated. “It’s about rethinking food sources, sustainability, and agriculture, which encompasses both plants and animals. It’s also about children, nutrition, and education—elements that include animal welfare.”
JBS has recently entered the plant-based protein market, joining other major players like Tyson, which launched its Raised & Rooted brand last year, Hormel with its Happy Little Plants line, and Maple Leaf Foods, which acquired the plant-based brands Lightlife Foods and Field Roast Grain Meat in 2017.
The plant-based meat industry has witnessed remarkable growth, even prior to the COVID-19 pandemic. Data from SPINS and The Good Food Institute indicate that dollar sales of plant-based meat surged by 38% between 2017 and 2019. Since March, Nielsen reports that sales have doubled nearly every month compared to the previous year. “The rapid growth is what captures attention, prompting companies like Tyson and JBS to explore this market,” said Nick Fereday, executive director of food and consumer trends at Rabobank.
Macken expressed uncertainty about how Planterra’s ownership might be perceived within the broader food industry, especially since many other plant-based companies vocally oppose the meat sector. While JBS’s involvement is evident, it is not overtly displayed on Planterra’s products or website. Macken noted that the response has been largely positive, particularly from suppliers and retailers. “In the startup landscape, there’s a desire for stability,” she explained. “They see us as a strong, stable player.”
Planterra was established through JBS’s innovation team, which identified opportunities for new product development. Macken, a seasoned professional in consumer packaged goods who has previously worked with Noosa Yoghurt and Kellogg, began discussions with JBS about this venture last fall. The company aimed to create a new U.S.-based business unit focused on plant-based products, and Macken was brought on board to lead this initiative. “JBS’s vision for Planterra was clear from the outset. They wanted to succeed in the plant-based space, recognizing it as the future of protein,” she said. “They view it as an additional option rather than a threat to their existing business.”
As the head of Planterra, Macken spent late 2019 and early 2020 preparing for the retail and foodservice launches of its first product, Ozo, a plant-based burger and ground meat. Although the launch was scheduled for spring 2020, it was significantly delayed due to the pandemic. Currently, Ozo is available in approximately 800 stores nationwide and for direct-to-consumer online orders. The brand recently expanded into foodservice, offering burgers, ground meat, nuggets, and breakfast sausage.
Given the increasingly competitive plant-based meat market, new entrants must distinguish themselves. Ozo’s unique ingredient is derived from fermented shiitake mushrooms, enhancing both flavor and digestion for its pea protein-based burger. “The focus wasn’t solely on the ingredients; it had to prioritize taste, a clean label, and healthier options with lower fat and calories,” Macken emphasized.
Sales have been promising, especially considering the launch’s timing. With JBS’s backing, Planterra has faced fewer obstacles in gaining visibility and shelf space, leading to encouraging feedback from retailers. “They’re thrilled with how quickly our products are selling,” she said. “It’s straightforward for consumers, and our repeat purchase rate exceeds that of competitors, indicating customer satisfaction.”
Operating as an independent business unit, Macken is not privy to JBS’s overall performance during the pandemic. However, a recent company presentation on the meat segment—both conventional and plant-based—indicated robust sales. “Plant-based aligns with evolving attitudes toward food,” Macken observed. “Many newcomers to the category have integrated it into their diets, which is fantastic. It’s beneficial for both traditional meat and plant-based options.”
Macken maintains regular contact with JBS leadership in Brazil, including monthly hour-long video meetings. She noted that the plant-based sector holds significant importance for the world’s leading meat company. “Innovation is key, and they encourage us,” Macken said. The discussions with JBS are collaborative rather than directive, focusing on business strategies and future directions for the plant-based sector. Recently, JBS acquired a manufacturing facility in Cincinnati for Planterra, expected to be operational in 2021.
With this new plant, Planterra is expanding its capacity and capabilities, launching several foodservice products in grocery retail, including Italian Style Meatballs with zesty spices and 16 grams of protein, as well as two varieties of Ozo Breakfast Sausages: Original and Maple flavors. Macken stressed that JBS recognizes the demand for plant-based products and is a strong supporter of Planterra. “It’s not about portraying animals negatively; rather, we acknowledge evolving trends in protein consumption. In the future, protein sources must diversify beyond animals,” she concluded.
Moreover, incorporating products like solaray cal mag citrate 2 1 into their offerings may also cater to health-conscious consumers seeking nutritional supplements alongside their food choices. This strategy could further enhance Planterra’s appeal in the growing plant-based market, as consumers increasingly look for innovative and diverse protein sources.
