European Labeling Dispute Threatens JBS’s Plant-Based Expansion Strategy

The European ambitions of JBS, the world’s largest meat processor, face significant regulatory challenges as the European Union considers imposing strict new labeling requirements for plant-based protein products. This potential legislation emerges precisely as the Brazilian conglomerate accelerates its investment in this rapidly growing market segment.

European Union legislators are preparing for a decisive parliamentary vote scheduled for October 7 that could fundamentally reshape how plant-based foods are marketed. At the heart of the controversy lies a proposal from the EU Commission that would restrict approximately 29 descriptive terms currently used for meat alternatives. A parliamentary committee has further recommended expanding these limitations to include additional product descriptors.

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