JBS Enters U.S. Plant-Based Protein Fray

March 4, 2020
Its startup Planeterra Foods will debut the Ozo brand of analogues in April.

Brazil-based but global meat powerhouse JBS is entering the U.S. meat analogue competition with the Ozo brand of products produced by start-up Colorado business Planterra Foods.

Burgers, ground product, Mexican-seasoned ground and Italian-style meatballs will begin appearing in grocery stores nationwide beginning in April. Foodservice and club packs are planned for later this year. The product line will range in retail price from $5.99 to $7.99.

The four Ozo protein offerings are non-GMO, have no artificial ingredients and do not contain soy – they're based on a "proprietary blend of pea and rice protein fermented by shiitake mushrooms." They provide an "excellent source of protein" (up to 22g per serving) and contain no cholesterol and less calories, fat and saturated fat than 80 percent lean ground beef -- as well as leading plant-based protein brands currently in the market, the company claims.

Planterra Foods was planning to introduce Ozo at Natural Products Expo West in Anaheim, Calif., this week but that show was canceled due to concerns with coronavirus.

The company noted its pea protein is a great source of iron, and has been known to aid in muscle growth, weight loss and heart health. Also of note, the product line uses recyclable trays and cartons to store products, and plant-based ink on all of its packaging.

Planterra Foods is based in Boulder County, Colo., and is owned by JBS USA in nearby Greeley, Colo. JBS entered the U.S. market by buying the Swift meat business in 2007 and also owns 78% of the stock of chicken processor Pilgrim's Pride. JBS USA is owned by JBS SA of Brazil.

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