In a bold move that could make even a seasoned Italian chef drop his meatballs in shock, the Italian beef giant Gruppo Tonazzo, a family business for five generations, announced it would shut down its meat business at the end of this year.

Previously focused on pork and beef products and steeped in traditional Italian butchery methods, Gruppo Tonazzo has been a household name since its inception in 1888. The family-owned brand has decided to make a significant shift to plant-based products, citing a “deep responsibility to future generations.”

Going forward, the company will devote all its efforts to its meat-free brand Kioene, which it established 40 years ago. Stefano Tonazzo, CEO of Gruppo Tonazzo, emphasized the magnitude of this change, saying, “We are embarking on the third revolution in our company’s history and, we hope, in the sector as well.” He further declared, “We are now closing all meat-related operations to focus entirely on plant-based proteins and our Kioene brand, already the leader in Italy.”

Gruppo Tonazzo introduced its Kioene brand in 1988, aligning with the growing demand for plant-based food options. As the years progressed, Kioene increasingly became a focal point for the company, eventually accounting for 60% of its overall business turnover. By 2023, Kioene’s contribution had risen to about 52 million euros, demonstrating robust annual growth with double-digit percentage increases.

Kioene’s product range spans a broad spectrum, offering a variety of vegetarian (including some options with eggs) and vegan choices that highlight vegetables and legumes like broccoli, carrots, artichokes, mushrooms, and chickpeas. The brand has a strong consumer base, with around 2.3 million Italian households choosing its products. Additionally, the brand has achieved global appeal; in 2023, abillion app users voted Kioene’s chickpea burger as the sixth best plant-based burger globally.

Tonazzo’s strategic pivot to focus on the Kioene brand reflects broader dietary trends in Italy. According to a 2023 pan-European study, 59% of Italian consumers are actively reducing their meat intake, tying with the highest rate across Europe. The main motivations cited for this reduction are health concerns (54%), the use of antibiotics in meat production (17%), and environmental considerations (16%).

In light of these changes, Gruppo Tonazzo is ensuring that its workforce isn’t left behind. Employees from the meat division are being offered opportunities to transition to roles in the expanding plant-based product lines, demonstrating the company’s commitment to both its employees and its new strategic direction.

This pivot by Gruppo Tonazzo is indicative of a broader shift within the food industry towards sustainability and health-conscious eating habits.

“As early movers in this market, we feel a deep responsibility to future generations,” Albino Tonazzo, CEO of Kioene, said in a statement. “We want to contribute to environmental preservation and foster collective awareness. We are confident that the market and consumers will once again follow our lead.”