The Tonazzo Group, a longstanding symbol of the Italian food industry traditionally specialising in meat, has announced its decision to fully embrace the plant-based market.
Founded in 1888 as a butcher’s shop, Tonazzo will cease meat production on 31 December 2024 to focus solely on plant-based products under its Kioene brand. This courageous decision marks a historic turning point for the company and the Italian food industry, proving that radical change is both possible and beneficial.
A bold new chapter
The company, led by the brothers Stefano and Albino Tonazzo, decided to change course after thoroughly reflecting on its values and the environmental impact of meat production.
International Life Cycle Assessment (LCA) studies have shown that plant-based proteins have an environmental impact over ten times lower than animal proteins, with the same protein value. According to Stefano Tonazzo, these findings prompted the company to rethink its production model, opting for more sustainable and innovative solutions. This awareness translated into a concrete conversion strategy aimed at reducing greenhouse gas emissions, water consumption, and overall environmental impact.
Kioene: from plant-based pioneer to market leader
Founded in 1988 after Albino Tonazzo’s insightful trip to Brazil, Kioene has become a key player in the plant-based food sector. The company has consistently invested in research and development, offering a diverse range of plant-based products, including burgers, cutlets, meatballs, ready meals, and, more recently, a cashew-based spread.
At a time when Italy is seeing an unprecedented rise in the number of vegetarians and vegans—as confirmed by data from the VEGANOK Osservatorio, based on analyses of thousands of certified VEGANOK companies in Italy and worldwide—Kioene has captured a 40% market share in the plant-based sector, including both branded and unbranded products. This success is undoubtedly the result of a forward-thinking approach that has anticipated the needs of a market increasingly focused on sustainability and ethics.
From meat to plant-based: an economically successful transition
The decision to move away from meat is also strategic. In 2023, Kioene alone generated €53.4 million in revenue out of the Tonazzo Group’s total of €80 million, with an estimated annual growth of around 20%. These figures confirm that such a drastic transition—from one industry extreme to the other—can be not only feasible but also economically rewarding, involving production and workforce retraining.
The company has successfully combined ethical vision with profitability, establishing a business model that serves as a benchmark for the entire food industry. Expanding into international markets is another key element of Kioene’s growth strategy, as it now aims to take its products beyond Italy’s borders.
A model for a more ethical and sustainable future
Kioene’s journey demonstrates that transitioning to an ethical and sustainable food model is possible and can also offer significant growth opportunities in a continuously expanding market segment, both nationally and internationally. Change, therefore, is within reach—and embracing it means building a better future for the planet and future generations.
