In a monumental move for both the company and consumers, Italy’s Tonazzo Group is completely exiting the animal meat industry by the end of the year to focus entirely on expanding its plant-based protein offerings. This move is not just a change in business strategy but a bold statement in favour of environmental sustainability and healthier lifestyles for Italian families.
The Tonazzo family, a name synonymous with innovation in the food sector, has been at the forefront of the meat industry for generations, and pioneering the introduction of specialised meat cuts. However, nearly 40 years ago, they began exploring plant-based alternatives, launching the now leading brand in Italy’s plant-based market, Kioene. This brand offers around 100 diverse products, ranging from ready meals to ingredients, which are currently enjoyed by an estimated 2.3 million Italian households.
Source: Tonazzo Group kioene plant-based brand
For consumers, this shift means more than just a broader selection of healthy, plant-based foods. It represents a continued commitment to quality and sustainability. The Tonazzo Group plans to keep developing and producing these products at their state-of-the-art plant in Villanova di Camposampiero, Padua, using high-quality vegetables and legumes.
Stefano Tonazzo, CEO of the Tonazzo Group, says this is a major shift for the company, "We are ushering in the third major revolution in our company’s history, focusing entirely on plant-based proteins. This is not just a strategic shift, but a reflection of our commitment to future generations and the planet."
Employees affected by the transition will find new opportunities within the expanding plant-based divisions, ensuring the company’s legacy of family and innovation continues in this new phase.
Albino Tonazzo, CEO of Kioene, reiterated the company’s mission, "As pioneers, we have a profound responsibility to lead by example. Our move to plant-based is about offering consumers healthier choices and contributing to global environmental efforts. We believe our customers will appreciate and support this transformation."
Source:Tonazzo Group kioene plant-based vegetable burger
This strategic shift by the Tonazzo Group is more than a business decision; it’s a visionary step towards a healthier, more sustainable future for food consumption, aligning with the growing global trend towards 'Earth Friendly' plant-based diets.
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