Vivera takes plant-based meat alternatives worldwide
What does Vivera do?
Willem van Weede, CEO of The Vegetarian Butcher Collective: “The world is currently facing an existential challenge that goes beyond sustainability: how do we feed a rapidly growing global population? Animal-based solutions are inefficient. Meat alternatives, such as those produced by The Vegetarian Butcher Collective, are part of the solution.”
Susan van Boxtel, Team Manager Foreign Direct Investment at Oost NL: “Vivera was already making a major contribution to the protein transition in the food sector. The acquisition of The Vegetarian Butcher has increased that impact even further. Oost NL supports The Vegetarian Butcher Collective in several areas. What makes the company special is its commitment to addressing a major societal challenge: producing healthy and affordable food sustainably.”
Willem: “We supply products to more than 55 countries worldwide, including 30 countries in Europe and a further 25 outside Europe. The acquisition of The Vegetarian Butcher doubled our revenue. It immediately made us the largest player in the European meat alternatives market.
“That comes with responsibilities. From a societal perspective, we want to make a significant contribution to the challenges facing the world. From a business perspective, we need to invest, make strategic decisions, and grow. And toward consumers, we have a responsibility to produce enough products that are tasty and healthy.”
What role does regional development agency Oost NL play?
Willem: “What I find special about Oost NL is that they are always available. They advise us and connect us with organizations such as research institutes, educational institutions, and businesses. Oost NL is never looking to take the credit. They focus on shared interests and societal value, and they develop solutions that work from a legal, political, and commercial perspective.”
Susan: “The support we provide to one company almost always benefits another organization as well. When we connect The Vegetarian Butcher Collective with the University of Twente, the company gains access to talented people. At the same time, the university can apply its knowledge in practice, or a student may find a place to complete a graduation project. When we organize an innovation tour to introduce businesses to new technologies, that also benefits the companies supplying those technologies.”
What I find special about Oost NL is the constant availability of its knowledge and network.
Oost NL contributes to the Sustainable Development Goals
How did Oost NL help Vivera address the measures by the Dutch goverment to reduce nitrogen emissions and expand the factory at the same time?
Willem: “This issue led to our most intensive collaboration with Oost NL to date. Our site in Holten is close to a Natura 2000 protected area. Before we could open the new factory, we ran into the limits imposed by Dutch nitrogen policy.”
Susan: “We began by building mutual understanding between Vivera, the municipality, the provincial government, and the national government. We established contact with the relevant public authorities and participated in the discussions.”
Willem: “That mutual understanding was important, because it allowed us to look for solutions together. The question was: how can Vivera expand substantially at this location while also helping the province reduce nitrogen emissions? We found the answer in a comprehensive improvement plan. Measures included electric transportation, reducing energy consumption, and external offsetting, which involves acquiring and closing agricultural businesses with high nitrogen emissions.”
The Vegetarian Butcher Collective operates worldwide and is aiming for further growth. How does Oost NL support that ambition?
Susan: “When we help food companies establish themselves in this region, we introduce them to The Vegetarian Butcher Collective. We also connect the company with businesses on the other side of the world. For example, we recently introduced them to a Middle Eastern company with an interesting technology.”
Willem: “That aligns with our international strategy of establishing a strong position in the regions where we operate. China is also an interesting market for us, for example, because the Chinese government has announced plans for a major shift toward plant-based food.
“That creates opportunities for us. But local relationships are valuable too. Together with neighboring companies, for example, we are working on energy management to address grid congestion. We can also exchange residual heat.”
The Vegetarian Butcher Collective is making a major contribution to the protein transition in the food sector.
What does The Vegetarian Butcher Collective mean for the region?
Susan: “This company is a real asset. It is important to the region, but it is also recognized across Europe and even on other continents. When I attend a trade show or event in Chicago or Singapore and mention The Vegetarian Butcher Collective as one of the companies based in the eastern Netherlands, people immediately know which company I am referring to. Having this company here gives our region credibility.”
A new chapter is beginning for the collective formed by Vivera and The Vegetarian Butcher.
Willem, you decided to hand over the reins to Rutger Rozendaal, CEO of The Vegetarian Butcher. What advice are you giving him?
Willem: “The two brands share the same mission: removing animals from the food chain and creating a positive impact for people and the environment. The challenge now is to bring the two corporate cultures together. Growth is also high on the agenda. Alongside our European and global ambitions, it will be important to remain closely connected to the regional ecosystem that played such an important role in Vivera’s origins and growth in Holten and Vriezenveen.”
Susan: “At Oost NL, we work together to address challenges like those facing this company. We will therefore continue to meet regularly with Rutger.”
Willem: “The Vegetarian Butcher Collective will also focus on finding new ways of working. We currently employ around 600 full-time equivalents, and with demand for meat alternatives increasing, we expect to need twice our current production capacity in the near future. We do not intend simply to double everything. Instead, we want to increase automation and make the most effective possible use of both energy and our workforce. I would certainly advise Rutger to discuss these issues with Oost NL as well.”
