"Italy’s Oldest Meat Producer Goes Plant Based: The Story of Kioene"

Italy, renowned for its culinary heritage and age-old traditions, is witnessing a groundbreaking change in its food industry. Gruppo Tonazzo, one of the country’s oldest and most respected meat producers, has announced a complete transition to plant-based foods. This bold move is more than just a shift in business strategy; it represents a significant change in how we think about food and sustainability.

Why is Tonazzo Going Plant-Based?

CEO Stefano Tonazzo explains that the decision to shut down all meat-related operations comes from a “deep responsibility to future generations.” But why now? The answer lies in the growing global awareness of the environmental impact of livestock farming.

Did you know that 44% of the world’s habitable land is used for agriculture? This massive allocation of land is mostly for livestock farming, which accounts for 80% of the total agricultural land when combined with land used to grow animal feed. The environmental consequences of this are severe, including deforestation, loss of biodiversity, and increased greenhouse gas emissions.

A shift to plant-based diets could dramatically reduce this environmental footprint. In fact, if the world moved towards a plant-based diet, we could reduce agricultural land use by up to 75%. This is because plant-based foods require far less land to produce than meat or dairy products.

The Rise of Kioene

Tonazzo’s plant-based journey isn’t starting from scratch. For over 40 years, the company has been producing plant-based foods under the Kioene brand, which is already a leader in Italy’s meat-free market. Kioene reaches around 2.3 million households and offers a wide variety of products, from burgers and cutlets to falafels, primarily made from legumes and vegetables.

While some products still contain eggs, Kioene is rapidly expanding its fully plant-based line, aligning with its mission to contribute to environmental preservation and promote conscious consumption. Albino Tonazzo, CEO of Kioene, emphasizes the brand’s commitment to leading the way in sustainable food production.

A Global Trend

Tonazzo’s decision is part of a larger global trend. A 2023 study showed that 59% of Italians are actively reducing their meat intake due to health concerns, antibiotic use, and environmental issues. This trend is not limited to Italy—plant-based diets are gaining traction worldwide, with companies and individuals alike making the switch.

For example, in the UK, former beef and dairy farmer Laurence Candy retired his herd to focus on growing cereal crops. Now, he runs Northwood Farm, cultivating organic beans and grains. His cows now enjoy life at Hillside Animal Sanctuary. Similarly, new plant-based brands like GoodDot and Imagine Meats are making waves in India, offering consumers delicious alternatives to traditional meat products.

The Future of Food Innovation

As the plant-based movement grows, so does food innovation. One exciting development is precision fermentation in dairy production. Scientists are using microbes like yeast to produce animal-free dairy proteins, such as casein and whey. This groundbreaking technology allows us to create dairy products with fewer resources and lower emissions, without sacrificing taste.

The future of food is shifting, and companies like Tonazzo are leading the way. Their bold move to plant-based foods not only reflects a growing consumer demand for sustainable products but also sets a powerful example for the entire food industry.

What’s Next?

As more brands and farmers make the transition to plant-based, the question remains: 

Will other meat producers follow suit? The environmental and economic benefits are clear, but time will tell how the industry adapts. One thing is certain: conscious consumers are driving this change, and the future of food is looking greener every day.

If you’re interested in the latest developments in sustainability and plant-based foods, subscribe to our blog for more updates. Let’s continue the conversation—what are your thoughts on the shift to plant-based foods? Share them in the comments below!

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