Italian meat giant Gruppo Tonazzo stops selling meat after 136 years to focus on plant-based foods

From veganfoodandliving.com

Gruppo Tonazzo is ceasing meat production to focus exclusively on plant-based alternatives through its Kioene brand, reflecting a growing trend in Europe

Italian food producer Gruppo Tonazzo has announced a major shift in its business strategy; it will put a stop to all meat production by the end of this year.

The family-owned company, with roots dating back 136 years to a butcher’s shop in Padua, will now dedicate its efforts entirely to its plant-based brand, Kioene.

This decision reflects the increasing demand for more sustainable and health-conscious food options.

Kioene, established in the 1990s, has seen significant growth, prompting the company to make this bold move.

The brand offers a range of refrigerated and frozen products, including vegan burgers, bites, and falafel, made from ingredients like aubergine, broccoli, and kale.

While Kioene’s offerings include some vegetarian options made with eggs, the shift towards plant proteins and away from meat products is a major step forward for Gruppo Tonazzo.

Gruppo Tonazzo makes historic change in direction

The Tonazzo family’s decision to close all meat-related operations marks a significant transformation for the business.

Founded five generations ago as a butcher’s shop, the company is now fully committing to plant-based products through its Kioene brand.

According to Albino Tonazzo, CEO of Kioene, this change is a response to environmental concerns and the company’s desire to promote a more conscious diet.

“We want to contribute to environmental preservation and foster collective awareness,” he said in a statement, expressing confidence that consumers will support this new direction.

The company has also ensured that this move is not bad news for any existing employees, reassuring those previously involved in meat production that they will have opportunities to transition to roles within the plant-based division.

                                                   Kioene produces a range of vegetable-based, meat-free products. Image © Kioene

The growth of the plant-based market in Europe

Gruppo Tonazzo’s shift mirrors a broader trend across Europe where companies increasingly focus on plant-based products.

Despite concerns about a perceived decline in interest in veganism, the demand for healthier, animal-free options remains strong.

Now, consumers seek innovative products that align with their ethical and environmental values, and manufacturers are responding to this with a growing range of plant-based options.

Flora and The Body Shop are among the businesses that have recently changed their entire product ranges to be fully vegan-friendly.

Meanwhile, household names including Richmond, Cathedral City, and Lurpak have added plant-based products alongside their existing ranges, and the long-anticipated vegan Nutella from Ferrero has started its European rollout.

https://www.veganfoodandliving.com/news/italian-meat-giant-gruppo-tonazzo-focus-plant-based-foods/